How Can 3D Fashion Design Be Applied to Fashion Communications Strategies?

3D Fashion Design Prada Timecapsule ELLE Education Fernando Aguileta de la Garza
Digital design has been a source of endless possibilities for the creation of innovative assets to communicate fashion collections. Today we share relevant examples and useful ideas you can use for your fashion marketing strategy.
ELLE Education Business
TopicFashion 3D Design / Digital Fashion / Communication

The fashion 3D design revolution is playing an important part in technology development for the creation of virtual garments and avatar characters featuring the latest fashions. 

As we stated before in Digital Fashion Designer: 3D Disruption in Fashion and the Design of the Future, the fashion designer will be dealing with high-level hybridizations between the physical world and the digital world, transforming-and innovating- the design, and of course, fashion’s communication processes. 

If we create virtual clothing as an alternative way to showcase our fashion collections, it is important to think about the digital strategy of it, as well as what the communication concept behind that particular collection is.

The integration of social media channels, such as Instagram, TikTok, and YouTube, as the brand’s main communication touchpoints allows any project to directly connect with its community, creating attractive videos and photo layouts to portrait the essence of the brand. 

In that sense, including and creating 3D assets for fashion campaigns, brings the edgiest point of view for the collection, and definitely a very high technical standard in terms of new fashion communication ideas. 

Virtual Runways and Presentations in Fashion Communications

Due to the restrictions of the pandemic, many fashion brands began to digitize their marketing and communication actions, focusing on audiovisual, fashion’s “star format”. 

However, with the possibilities offered by 3D design software, there is a strong trend in producing entirely digital fashion shows with  virtual avatars, the leading characters wearing the fashion collections created entirely in a  computer. 

It is a very experimental and avant-garde format, which some brands are introducing into their communication strategy. The Italian ready-to-wear brand Sunnei, for example, is a reference for this trend. With the Canvas collection, both SS21 and SS22 seasons have created a universe full of virtual models that dress, transform, and change clothes thanks to the digital software which  allows a 360 degree view  and thus the option to see the garments from different viewing angles. 

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