Back in 2008, designers were putting up digital photos and videos of their collections on their websites and that was considered as being “revolutionary”. These days, if a website appears without a ‘past collections’ tab, its marketing strategies are questioned.
The new way of fashion merchandising is giving the customer the power in their fingers. They want the comfort of shopping from their very own lounge chairs. This shopping revolution happened a decade ago, and today the consumers want something more innovative.
This is where 3D technology comes into action. With movies, television sets and video games, this term isn’t just part of a tech geek’s dictionary. It’s slowing making its way from the silicon valley towards the fashion studios.
It was in 2010, when designers like Iris van Herpen and Christopher Bailey (for Burberry) tried this innovative feature for the first time on the runway. It created an additional dimension in every outfit by giving it an underlying shape through technology. Even photographers have worked with A-list models to shoot editorials in 3D. The purpose of doing so was to Â view the magazine with 3D glasses and avoid any distractions from the clothes (our very own Miranda Kerr was featured in Vogue Italia last year in 3D and visit this link to check out the first 3D magazine editorial).
Watching the world uncover this cutting edge technology, Sydney’s very own label, An Ode to No One, didn’t skip a beat when designing their exceptional and inventive new collection.
In their Autumn/Winter 2011, 3D digital printing has been used on fabrics to give Australia its very first 3D collection.Â Titled “Evidence of Evolution” the collection draws inspiration and motivation from Charles Darwin\’s theories on evolution.
Head designer, Adi Setiada has worked with several innovative labels in the past, and with this new creation, he wanted to enlighten his customers with a sense of individuality.
Every piece is structured and geometrically designed to fit perfectly on the body. Loose fabric draping around the waist, power shoulders and lace leotards are the highlights of the collections.
The 3D pieces are teamed up with plain black singlets or jackets, giving it the extra attention it demands. Pastels, charcoal grey, deep purple and smoky black, are all part of the the colour palette in the label’s new A/W collection.
Now in it\’s 5th season, An Ode To No One is firm favorite with our local celebrities including; Jess Origliaso from The Veronicas and MTV\’s Ruby Rose, walking the red carpet in the designer’s clothes.