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3D fashion direction: risks and opportunities

#SIU_learning 2017-03-02 00:00:00

At the junction of innovative technologies and design in the world of fashion, an ever-relevant and sought-after 3D Fashion direction is born. Stepan Pyanykh, curator of the course of the same name at the British Higher School of Design, and Daria Yadernaya, curator of the Higher School of Business and Education business program, talk about all the intricacies of a promising synthesis of technology and fashion.

Stepan Pyanykh, product designer, teacher at the British Higher School of Design, curator of the 3D Fashion course.

“It’s more correct to talk about 3D Fashion as a direction in design, which includes a whole set of applied skills: search for shapes, modeling, visualization of fashion objects in digital three-dimensional space and, of course, putting the developed models into practice. At the same time, designers do not limit themselves to the traditional methods of manufacturing elements of clothing and accessories, but rather focus on the use of new technologies in the fashion industry.

In other words, a specialist in this field is more likely to use a 3D printer or a milling machine with program control than a sewing machine. In addition, the designer should have an idea of ​​the context in which he will have to create, namely, take into account current trends in the fashion world, current market needs and marketing positioning of the created product. As for 3D printing, it is changing the production paradigm at all stages of creating products in the fashion industry. Some objects in their complexity simply cannot be realized with the help of other technologies, except for layer-by-layer application of materials. Already on the market there are many products in the production of which 3D printers are used.

Among them there are both exclusive products made to order (for example, Nike Vapor Laser Talon sports shoes, the sole of which is tailored to the individual anatomical features of the football player), as well as small-scale samples (for example, New Balance Zante Generate with a unique honeycomb sole structure).

“In the very near future, 3D printers will expand the range of products related to the fashion segment, there is no doubt.”

Daria Yadernaya, director of the research company Y-consulting, curator of the course “Business in the fashion industry” at the British Higher School of Design.

The whole world is moving more and more towards technology, digital data processing and accelerating the production cycles of goods, and fashion has not remained aloof from this trend. The pressure on designers and clothing manufacturers is increasing, today the collections of high brands are sold almost from the catwalk, and mass-market brands partially update the assortment once every two weeks, or even more often. On the other hand, interest in individualization is growing along with the pace of globalization. The more involved buyers become in global trends, the more they want individualization - both in the cut and fit of products, and in their stylistic diversity.

Traditionally, haute couture took over this function, contrary to the opinion of skeptics, only increasing its sales and being in such demand as never before - as was clearly shown by the last High Fashion Week in Paris. However, this market segment is becoming more expensive and inaccessible to a more significant number of buyers. And here technologies come to the service that are designed to provide the possibility of more mass customization of the product, combining the characteristics of fashion and personality. 3D fashion is a new dynamically developing sphere, and we are only at its origins. The possibilities of manufacturing clothes, shoes and jewelry using 3D technology are truly endless, but the commercialization of this process is only just beginning. A lot of questions remain, ranging from legal property rights and protecting a 3D layout from easy copying, about where the trend ends and the fashion begins, copying against individuality and ending with questions of pricing and sales of this product. Therefore, as part of the educational process, we try to pay attention not only to the development of 3D fashion technologies in a variety of ways, but also evaluate the place of these innovations in the global development of the fashion industry, talk about the legal and organizational risks of building such a business, and discuss business opportunities and prospects in this area , we determine the ways of promoting and selling the created product in small-circulation, cost-effective industries. ”

If you are a clothing designer, a specialist in the field of 3D-modeling and printing, or an entrepreneur who wants to open new demanded niches in the fashion market, today there is an opportunity to gain the missing skills and knowledge and find a team of like-minded people. The 3D Fashion course starts at the British Higher School of Design in March!
Details: http://britishdesign.ru/courses/3D-Fashion-intensiv-pro

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