AI and virtual catwalks: how are major fashion brands innovating?
Technological innovation is reshaping fashion codes. Today, virtual catwalks powered by artificial intelligence (AI) enable luxury houses to offer unique immersive experiences. These digital shows transcend physical boundaries, enabling brands to reach a wider audience while reducing logistical and environmental costs. Here's how some of the world's leading fashion houses are harnessing AI to transform their presentations.
Balenciaga: pioneer of the virtual reality catwalk
In December 2020, Balenciaga revolutionized fashion with a virtual reality runway show for its Fall 2021 collection. 330 hand-picked guests were given VR headsets to enjoy a never-before-seen immersive experience. This digital format enabled the brand to present its creations in an innovative way, while reducing the carbon footprint associated with international travel.
Chanel: a 100% virtual fashion show
In June 2020, Chanel presented its Cruise collection through an entirely virtual fashion show entitled "Balade en Méditerranée". Broadcast on YouTube, this event enabled a global audience to appreciate the house's savoir-faire without geographical constraints, confirming the growing interest in digitalized fashion shows.
The benefits of AI-powered virtual catwalks
Increased accessibility: Virtual fashion shows enable millions of people around the world to experience fashion without the logistical constraints of in-person events. By 2021, 80% of major fashion brands had opted for virtual events due to the pandemic, enabling previously excluded audiences to participate.
Enhanced engagement: technologies such as augmented reality (AR) and virtual reality (VR) are transforming the way consumers interact with brands. A study by Deloitte showed that the use of AR in retail can increase consumer engagement rates by up to 40%, strengthening brand loyalty.
Innovation and creativity: AI offers infinite creative possibilities, enabling designers to explore new concepts and styles. Using machine learning algorithms, brands can analyze consumer trends and adjust their collections accordingly. A report by Fashion United predicts that the AI market in fashion will reach 4.4 billion USD by 2027, with annual growth of 36.9%.
Raising your brand image
Artcare reinvents fashion and luxury through virtual mannequins of unparalleled precision. A new vision of brand imagery, to carry your DNA, with no compromise between aesthetics and innovation.
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