PARIS — Devoted to its positioning on the crossroads between trend and know-how, French trend model Coperni is launching its first official marketing campaign with a video shot completely in prolonged actuality.
Whereas the know-how is revolutionizing filmmaking, serving to create motion pictures similar to “The Mandalorian,” its use in trend continues to be comparatively new, in accordance with inventive administrators Sébastien Meyer and Arnaud Vaillant.
“I feel we’re the primary trend model in France to make use of prolonged actuality for a venture of this type,” Vaillant stated of the video, which will probably be unveiled on Instagram on Monday.
A blanket time period that encompasses all digital and actual environments generated by laptop know-how, prolonged actuality contains elements similar to digital actuality, augmented actuality and combined actuality to create immersive environments.
The marketplace for prolonged actuality is predicted to register a compound annual development charge of greater than 62 p.c between 2021 and 2026 to succeed in $463.7 billion, in accordance with market analysis agency Mordor Intelligence. Its functions span from video video games to well being care, engineering, actual property and extra.
For his or her spring marketing campaign, impressed by their trend present in September on top of the Tour Montparnasse skyscraper in Paris, Meyer and Vaillant created a vertigo-inducing movie that reveals fashions apparently lounging, strolling and generally dangling from metal beams a whole bunch of ft above floor, because the sky turns from day to nighttime.
On the finish, the phantasm is revealed as mannequin Malika Louback walks off the particular results set.
Meyer stated the footage was shot in opposition to screens that broadcast the pictures and regulate them in actual time, due to sensors linked to cameras. In contrast to inexperienced screens, the LED screens venture mild from the scene immediately onto the fashions, eliminating the necessity for postproduction.
“With this know-how, you may movie it and broadcast it right away,” he stated. “It opens up an enormous subject of prospects, particularly for stay broadcasts.”
The movie was directed by We Are From L.A., who’ve made music movies for the likes of Pharrell Williams, Cassius and Dua Lipa, and was shot at Pure View XR studio close to Paris. Within the course of, Meyer and Vaillant grew to become accustomed to applied sciences like a gaming software program known as Unreal Engine, and a programming instrument known as TouchDesigner.
“I’m a little bit of a geek, to be sincere. I observe extra gaming and tech accounts on Instagram than I do luxurious manufacturers,” stated Meyer. “We’re curious and we love these things, so we simply dive proper in and we’re like youngsters with cutting-edge toys.”
Whereas the duo prefer to inject know-how into their designs — assume materials with anti-UV, moisturizing properties and an antibacterial primer — they’ve thus far resisted doing digital trend reveals. For Paris Fashion Week in March, they made headlines with their drive-in present at a Paris area.
“Actually, if it hadn’t been for COVID-19, I don’t assume we’d have performed it. It ended up being my favourite present ever, and the suggestions was unbelievable,” stated Vaillant.
Now they’re eager about the way to incorporate digital know-how additional into their work. “You may make it a enterprise,” famous Vaillant, pointing to the instance of the digital sneakers launched by Gucci. Meyer is extra cautious of the industrial prospects, however he does see potential for inventive initiatives.
“I really like the concept of creating digital garments, however for me, it’s one thing nearer to artwork,” he stated. “I can see couture going very digital, as a result of in couture, you wish to make distinctive issues.”