These Brands Teamed Up with Samsung for First All-Digital Fashion Event
Since FTL MODA's fashion presentation in September, when an impactful activation with several Samsung Mirror Displays brought the retail and wholesale industries closer to virtual optimization of logistics, the New York- and Milan-based producers have been at work on another pioneering experience.
The Samsung Gallery 837 will debut the first ever all-digital fashion presentation, on Feb. 14, 2017. There, FTL Moda will deliver a runway show that includes the first-ever virtual interaction with collections, a museum-style backstage, futuristic mannequins showcasing the actual collections, Samsung tablets featuring end-of-aisle product details, and an exclusive after party. Guests will be able to walk the red carpet and experience fashion like never before, through a live fashion runway production shot in both digital and 360 digital. Samsung's Video Wall, Mirror Displays and Digital Signage will be front and center.
DREAMING OF ITALY is the guiding concept for this presentation: the VR presentation, filmed in Milan with the help of top talent in the virtual reality and editing worlds in Italy and in the United States, will make the audience feel truly part of the dolce vita.
The virtual reality experience
The Samsung Gear VR headset, powered by Occulus, will transport the viewer to the location of the shoot with an immersive 360-degrees video. The viewer will be able to browse each look from the collection and get information about it. This first-ever interactive virtual fashion show is powered by Obsess, a startup that is creating a VR shopping platform for fashion. Neha Singh, CEO & founder of Obsess who has previously worked at Google and Vogue, says: "The see-now, buy-now change in the fashion industry is leading brands to open up their fashion shows, and VR technology can truly democratize the runway. With VR, anyone can experience a fashion show as if they were sitting in the front row, and soon they will be able to purchase off the virtual runway too."
The choice of designers has been extremely selective: the 110-year-old iconic Italian label INVICTA will be protagonist. Bridal luxury Lamour Ben Yosef from Israel, and returning clients Fllumae', the first modesty line to present at NYFW last season, and the sophisticated streetwear couture by German Sonja Tafelmeier. Finally the growing Indian label Premal Badiani presents a concept that strikes the chord of preserving the environment and the planet.
"The power of Samsung Display technology, fashion and content together at this year's fashion event at Samsung 837 delivers an exciting new way to bring these designer collections to life," said Ron Gazzola, vice president of marketing, visual display, Samsung Electronics America.
Supporting FTL MODA, in addition to Samsung and Fashion Week Online, are brands such as Illy, Rain Forest Water, Make Up Pro, ProLabAcademy, Neuro, and a media partnership with Richard Magazine and RNWY by Fashion Week Online.
The Shows at FTL Moda presented by Samsung, on Feb. 14, 2017, also supports LIGAMINA, a U.S. charity at work on the restoration of historical masterpieces.