A private exhibition of the joint collection of Ekonika and Yuliawave took place on September 12 at the Artplay design center in Moscow. Guests were able to experience the physical and digital show simultaneously.
The main participants in the collaboration and performance show were eight heroines of the fashion world: Yulia Vasilevskaya, Ekaterina Mukhina, Maria Abashova, Ksenia Shipilova, Ksenia Solovyova, Daria Zolotukhina, Natalya Osman, Nino Ninidze, and their digital avatars created in the framework of the Artificial Intelligence and 3D Artists Project.
The heroines of the collaboration were present at the presentation: each had her own pair of shoes and an accessory from the capsule, and their avatars showed shoes, bags, belts and gloves in the format of exact digital copies on multimedia screens at the screening of the future world: in 2073. During the show, the guests of the event also saw the shoes and accessories of the models, who, as a reflection of the participants and their avatars, literally walked out of the sandstorm into the hall.
The ZAVTRA Studio team, which has implemented numerous projects in the field of virtual fashion and digital design around the world, was responsible for the implementation of the creative idea and the technical implementation of the project.
The advertising campaign for the new collection was shot by world-famous fashion photographer Jan Jugai. For the collaboration between Ekonika and Yuliawave, he created a story in which elegance and current trends, strength and femininity, energy and mystery intersect. Well-thought-out details and a combination of contrasting shades enhance the illusion and take the viewer on a bold journey of fantasy and reality.
Previously, the Yuliawave brand presented a new autumn-winter collection. It was called Courage. The brand showed off new cuts from the group of suits, shirts, coats, jackets and shearling coats. We talk in more detail here.
