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Re-imagining an Immersive Experience in Fashion
Spoiler
01
Context: Who's the client?
Seivson ranked the first place on Tokyo Fashion Week in 2021 as an emerging high-end fashion house focusing on sustainable design and empowering women through clothing. They presented their works in both Taipei and Tokyo with over 500 live audiences and 20,000 online streaming audiences.
Info
02
Project Topics:
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​Fashion Show
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Online Streaming
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Physical+Digital Trunk Show
Role:
Experience Researcher
Design Engineer
Key Contributions:
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​​Experience Research
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Digital Garment Development
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AR Virtual Try-on Experience
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Online Streaming
Timeline:
2020​ Nov - 2021 April
6 Months
Phase 1: Pre-show - What message are we conveying?
03
A runway show is a form of storytelling. Fashion designers tell their stories through clothes and we help them convey the story with a show. So first, we needed to know what the story is for the season.
"It's DOUBLE. Things are two-sided, and there are two selves too. Everyone has a black&white self and a colorful self. It's only when the two selves support each other that we can live much."
- Jill Shen, Designer of Seivson
Promotion Visuals - Show Trailer
Pre-show promotion phase works like a movie trailer. It's a key point for marketing and as you may know already, experience design starts way before the show starts. We wanted to make sure the audiences were teased enough to want to see more and understand the story clearly. So the first thing we did was to set a clear and strong concept: Things are always two-sided, bright and dark. Bright gives us hope and dark motivates us to fight back. And the designers took an inspiration from Leonardo da Vinci's The Last Supper to design the clothes. So the team decided to recreate the painting as the promotion visual. There are two ways we can promote the teaser:
​1.Instagram (Visual)
​2.Press articles (Words)
Version 1: The Last Supper set design for the show
Version 2: The Last Supper with Seivson's clothes
Who are the audiences?​
Celebrities
Influencers
Press
Brand's VIP Customers
Ticket Purchaser
Traffic Flow
It was 2021, epidemic prevention was strict. Each visitor was required to practice 3 feet social distancing. With over 500 audiences, it would take quite a long time to have vaccine cards checked. So we separated the audiences into 5 groups with different entry timeframes.
Ticket
We partnered up with the communication app LINE that was most used in East Asia as like WhatsApp in Europe to make sure all attendees were vaccinated
Phase 2: Show Design
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Scent Design & Technician
After meetings with the designers, show director and the PR team, we had a brief idea of how the models can walk, music&lighting...etc. But first focused on the scent that was going to be pumped into the audience area. It is rare that a fashion show would have a themed scent that is cohesive with the show story but we wanted to give the audiences a more 360 experience. So we collaborated with a local Taiwanese fragrance brand, EYE CANDLE, to customize a scent that gives out a futuristic feeling. I wish you could smell it through here on a website because after some adjustments, the fifth generation blew my mind when I smelled the sample. A subtle freshness in the beginning but gradually turning a little complicated.
"This is exactly how life smells like."
-A HOM, co-founder of Seivson
We all laughed in tears in a 4 am meeting and felt satisfied with the outcome.
The next task was to figure out a way to pump the scent into the gigantic show space that could fit over 500 audiences.
Initial idea was to place 2 industrial scale diffusers on two sides of the stage where the models walk out from backstage. But soon realized that the scent could hardly be pumped to the other side of the stage. So we decided to add a third one on the opposite side. However, a problem occurred. There's no plugging systems closed to the entrance. So what do we do? We set up two bigger electronic diffusers prior to the show to make sure the entire show space was full of the scent.
Augmenting Immersion with Music
Set Design
1/3
Online Streaming
Phase 3: Post-Show
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Augmented Reality Try On
We forecasted the best selling dress from the brand's customer data and made a virtual try on using Snap Lens Studio. It allowed customers to try out fitting and sizing before making a purchase online. It reduced an unexpected 27% return rate.
Digital dress were developed in CLO, a garment design software that provides digital pattern making and prototyping.
3D model was then imported into maya to add vertex paints that specify fabric drapery. Numerous versions were made. The red section indicates draping areas and the white section indicates fabrics that remain fixed.
final version of clothes simulation
AR Try On Development
Trunk Show for Vendors
Trunk shows are usually held the day after the show for vendors to purchase what they want from this season. Both physical for local vendors and virtual for international vendors from all over the world. We held a total of 5 separate virtual trunk shows with live intepretors for Japan, the U.S., UK, France and Korea. To recreate the show scene for the physical trunk show, we set up the set scene from the actual show in the middle of the area surrounded by scents we spread out at the show and the garments.
Press
06
Vogue Taiwan
marie claire
BAZAAR
Wazaiii
jusky
What did the audience say?
Some thoughts & Personal Takeaways
07
It was by far the most interesting
fashion show I have attended!
Henry Chen
I knew there was a lot of restrictions during the pandemic so I would understand if the show did not feel complete. But they pulled everything together so well and creative.
Absolutely impressive.
Jenny Tsai
What they wanted to convey through the show was clear. It was like watching a Broadway show. I loved the narrative and, of course, the clothes! There were layers over layers but it did not seem to be overwhelming in a balanced way. It was mindblown to see the designs. Good job!
Fiona Tsai
The first two models holding the lighting balls with their faces covered really caught my attention. It was like a movie trailer.
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Wei-hen Hong
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