Parades without models: the fashion of the future


One of the things that we really like the fashion showsin addition to discovering the trends that will ravage in a few months in the closets, are the models. From the decade of the 90, the dummies have become real celebrities. Both those of earlier generations, who still figures very influential at the global level, as Cindy Crawford, Naomi Campbell, Claudia Schiffer, Kate Moss or Heidi Klum, as well as the most famous today: the sisters Hadid, Kendall Jenner or Kaia Geber are just some examples. However, the changes in the industry lead us to wonder if, in a few years, will continue to be the gateways to the breeding ground of these stars. With the technological advances, what is the future of the models in game?


Everything seems to indicate that yes, since the fashion has been one of the most benefited by the technological advances and applying them to upgrade completely. Some of the firms most famous of the world are already using 3D design to create their collections, as it is the case of Tommy Hilfiger. It would be precisely the american brand that would be willing to take a further step towards a future that seems worthy of a science fiction movie. What’s your idea for the next parade? To apply the technology beyond the design process even create their own models. “We are trying to scan completely that aspect to give life to the virtual catwalk“well,” said the CEO of the firm, Daniel Grieder, to WWD.


“We have already created avatars with the idea of work as test models, we can include them also in the campaigns and in the fashion shows. We use them already, but we have not yet used externally because we are doing testing and experiencing internally,” he said. This option is very appealing to big brands, it would be to get rid of the high rates of the models, but also you would lose other aspects that give value to the fashion weeks. Experiences as is the preparation behind the scenes -with his hilarious anecdotes-, the meeting of professionals of the sector, or the stars of the front row, are a few things that make magic for these events.


Until now, attempts to use dummies cyber are limited to advertising campaigns. Miquela it was the first example of influencer created by artificial intelligence in 2018. Also Balmain in the same year, used three models developed by CGI -that is to say, with images generated by a computer-for his campaign. In both cases, which were the first examples of a new technology was apparent, as many of the comments received, both projects were that seemed pretty unreal. However, the design has improved in this aspect and just over a year ago, a japanese firm showed what seemed to be impossible until now: to create human beings in a digital way so similar that no one could notice the difference. If finally the brands start to bring these processes to both parades as their stores online, would become expendable models of ‘flesh and bone’.