Rossiyskaya Gazeta: Yulia Igorevna, the RasenA brand is known both in Russia and abroad. How exactly will they find out about him?
Yulia Suntseva: RasenA fashion collections are shown at various Russian and foreign exhibitions. Thus, in March we presented a new spring-summer collection at Moscow Fashion Week. Contains many references to Komi-Permyak motifs. In particular, cotton jerseys and viscose shirts are presented, which are complemented by embroidery in the style of Komi-Permyak protective belts. There are also denim products and bags made from hemp and nettle. Products made from natural materials are not only pleasant to the skin and do not cause irritation, but are also quite resistant to wear and tear. Hemp, for example, in Russia was a traditional material for making cloth, sails and ropes.
Together with artist Ilya Gorelik, we created a unique print for a knitwear line using a neural network. Photo: Yulia Suntseva
Together with artist Ilya Gorelik, we digitized Komi-Permyak style embroidery and then, using a neural network, created a unique print, presented in the line of our basic T-shirts and long sleeves made of hemp knitwear. The nine colors present in this print are like the nine chakras of the Slavic ideology: each one activates the necessary energy.
Rossiyskaya Gazeta: So, you also use computer tools to create images for the new collection?
Yulia Suntseva: Of course, because they help create style elements that can be used to decorate clothes. In addition, prints obtained through a neural network are used to create NFTs: they are tokens that represent a virtual monetary asset linked to a digital image of an art object. The circulation of artistic tokens, like the best-known cryptocurrencies in the world, is controlled by blockchain technology. Their value can increase over time, so buyers are interested in these digital assets as a means of capitalization, as well as collectible items, such as rare types of postage stamps or coins.
We also created our own art token based on a print developed by a neural network based on Komi-Permyak embroidery patterns. This is a small digital image that can be purchased remotely.
Rossiyskaya Gazeta: What other digital tools can be used effectively in the fashion industry?
Yulia Suntseva: In our activities we use a lot of advanced computer technologies. For example, virtual clothing and virtual try-ons: Using augmented reality technology, the product is placed on top of the buyer’s image in real time so they can check the size, style and fit of the product they plan to purchase.
Using virtual clothing technology, we created a collection of images of historical headdresses. Photo: Yulia Suntseva
A similar virtual clothing technology is based on the creation of a digital avatar – a 3D mannequin. It is made mobile to make the clothes look beautiful and impressive. In the next stage, they model the clothing, “try it on” for the model, and drape the fabric. At the end, the program adds lighting and texture, after which a potential buyer or the fashion designer himself evaluates the finished image. We recently used virtual clothing technology as part of a project we are implementing together with the Komi-Permyak Ethnocultural Center. With their help they created a collection of virtual images of historical headdresses. I am sure that this project will help preserve and popularize the cultural heritage of the Kama region.
We are preparing to use other IT technology to communicate with potential customers and promote our brand. It is a metaverse: a digital space accessible to all Internet users. It can house an office, a representative office or even an entire virtual city. The use of this technology by a single player in the small and medium-sized business sector is too expensive. Therefore, we are trying to involve regional and municipal authorities in creating a Perm metaverse in which the creative industry can be accurately represented, like other sectors of the economy.
Telephone: 8 912-88-81-895
Website: rasena.rf
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