I.T Hong Kong and The Fabricant Create Luxury Retail Game Changer
Hong Kong-based luxury fashion retailer I.T (ithk.com) has embraced fashion’s digital future as part of the celebrations for its 30th anniversary. The brand commissioned digital fashion house The Fabricant to digitally recreate a collection designed exclusively to celebrate its three decades at the helm of fashion in China.
Digital Fashion for e-Commerce
It’s the first time a retailer of I.T’s scale and reach has favoured representing an entire collection solely in digital form, signalling an industry game changer away from product photography.
Stores That No Longer Display Real Clothing
I.T has also established pop-up boutiques that feature no physical apparel whatsoever, instead only displaying The Fabricant’s digital versions of the clothing, with orders taken via its app.
Pop-Up Store Hong Kong October 2018
(pictures from I.T Facebook page)
The garments, designed by labels including Marques Almeida, Helmut Lang and Alexander McQueen, will only ever be seen in digital form for pre-purchase viewing at I.T’s pop-up stores, both as a 60-second film created by The Fabricant showing the entire collection, and as individual 3D rendered still images.
Digitisation: Moving On From 20th Century Product Photography
I.T’s championing of digitally created fashion imagery is a timely industry-leading step away from 20th century depictions of apparel, says Amber Jae Slooten, Creative Director, The Fabricant.
“Digitisation helps clients to promote and visualise ideas without wasting unnecessary resources. 3D visualisation gives a multitude of possibilities on lighting, materials and backgrounds. With the virtual world yet unexplored, we have the visual means that will set brands apart from the overused film and photo-shooting techniques. It will truly take fashion into the 21st century.”