Lakmé Fashion Week And Nexa Introduce India’s First Digital Couture To Showcase 3D Virtual Garments Created By Leading Fashion Designers
Since the pandemic hit the fashion industry, indefinitely putting off fashion weeks, shelving global events and shoving designer collections into warehouses to collect dust, we have witnessed a bevy of changes that were adapted by the designers to accommodate this ‘new normal’ and make sure the show goes on. The physical runways turned to a digital format, fashion weeks went season fluid to make fashion more conscious, designers created fashion films to give a glimpse of the collection and fashion shows went live garnering a broader audience on the social media. Now, taking the age of digitisation a step forward, the Lakmé Fashion Week in collaboration with Nexa, which has been backing the fashion week every year, has come up with an innovative solution to bring couture straight to our screens. It has launched India’s first ever digital couture where the customers can see and try the high fashion virtually.
Six of the most celebrated designers from the Indian fashion industry have been roped in to kickstart the digital couture which includes Abraham & Thakore, Payal Singhal, Amit Aggarwal, Huemn, Kanika Goyal and Ridhi Mehra. They will be creating a 3D model of their design and showcase it on a virtual model. The completely digitised garment would be shown to the viewers who can even try the piece digitally on the designer’s official website. “Nexa Digital Couture promises to bring to consumers a one-of-a-kind innovation of the digital age that allows for customised couture and an enthralling user experience,” Lakmé and IMG Reliance said in a press release.
All the six designers working to bring the idea to life are very distinctive in terms of their designs and work which means the couture covers almost all realms of fashion aesthetics. The designers would be creating a sketch of their design which would be then transformed into a 3D render for the customers to view the garment in a real-life presentation. Since it’s all digital, the viewer would also be able to observe miniscule details of the garment and try before they buy. This would perform as an effective platform for the designers and customers alike for a seamless and quicker shopping experience.
— Globaltextiles.com (@Globaltextiles_) December 31, 2020
This concept takes the innovative and imaginative fashion world to a new elevation where the customers can access virtual trial of a designer wear while sitting at their homes. This makes the whole process of shopping completely digital, which is a first for India. “The introduction of Digital Couture moving beyond physical restraints marks yet another first not only for the platform but also for the country. We are extremely thrilled to bring Nexa Digital Couture – a never-seen-before innovation through our partnership with Nexa. This futuristic concept marks the next step in consumer dressing and purchase,” said the head-Lifestyle Businesses of IMG Reliance, Jaspreet Chandok.
Shashank Srivastava, Executive Director, Marketing and Sales, Maruti Suzuki was quoted saying, “Considering the times we live in, customers have changed the way they consume media. They are leaning more towards digital. This prompted us at NEXA to bring something new and innovative in line with our philosophy of Create.Inspire. In association with Lakmé Fashion Week, NEXA is introducing India’s first-ever Digital Couture. It is a unique concept that will redefine the fashion and lifestyle space in the coming years. NEXA is delighted to collaborate with 6 distinguished fashion designers to put this concept into reality.”
With almost all industries from education to entertainment shifting to a digital platform, fashion becoming fully virtual doesn’t really come as a surprise. Digital couture is just one of the many adaptions that the pandemic has forced or inspired the leaders in the industry to accept. And for what is evident from the current ebbs and flows, the digital couture is just one of the many firsts for the Indian fashion industry since digitatisation is the way forward and the concept would only escalate and expand post-Covid.