.Balmain is opening its first virtual showroom with ORousteing’s 3-D likeness playing host and guide.
Already uber-active on social media, Olivier Rousteing has also spawned an avatar to help Balmain unveil its next cruise collections for women and men.
“People are more interested in the process that goes into the perfect picture that you see at the end,” he said. “One word that is becoming very important is savoir-faire. It’s what brings out the uniqueness of your clothes.” The designer said he was “really particular” that his avatar was able to convey true expressions and emotions — the latter being one of the tougher things to transmit in digital formats. He heightened this by recording his voice for the narration and choosing his words carefully.
Balmain worked with a variety of tech companies in recent months to build its virtual showroom. “We wanted to make sure it was closest to the Balmain DNA,” he said. “It’s a long process. Digital is much more complex than any real experience because everything has to be planned in advance. You cannot change much at the last minute so you need to be really focused.”The designer hinted he would present the cruise collections to press in “a completely different way, really soon.
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