With aim to escape the reality of the global pandemic, GCDS recreated every aspect of a real-time runway show, reimagined in a utopian world. GCDS’ Creative Director Giuliano Calza admits to turning to sci-fi cartoons amidst the global pandemic as a form of escapism. Calza soon realized the similarities between fashion and fantasy and decided despite the pandemic, that the show must go on.
GCDS partnered with Los Angeles engineering firm Emblematic to create a digital platform to host both the virtual runway show, as well as a game room, avatar social spaces, and backstage access. The garments were created in 3D, with detailed seams, fabric grains, colors, logos and realistic fabric movements. Hair and makeup design was outsourced to runway specialists Erin Parsons and Syd Hayes to design looks for the avatar models. GCDS left no details unresolved for their first virtual runway show.
After the virtual runway, viewers had the opportunity to interact with the GCDS team, ask questions and participate in private short film screenings and play games with the avatars. GCDS pioneers this ulterior virtual runway format, catering to their youthful customer base. With the fashion industry innovating new methods of presentation, we could see many more virtual runway shows in lieu of GCDS.
Image Credit: https://www.dazeddigital.com/beauty/soul/article/50560/1/bts-virtual-otherworldly-beauty-gcds-digital-fashion-show-erin-parsons