3D technology gives fashion new dimension

With virtual models and hologram advertisements already restyling the fashion industry, it seems runway shows staged in 3D could be the next big thing.

Armani Exchange in Melbourne has already launched 3D ads in its stores; a video and ad campaign of the label’s autumn/winter collection was shot in 3D, while customers were supplied with special glasses so they could see the images in store.

Grant Pearce, creative director of the L’Oreal Melbourne Fashion Festival, says 3D is a growing trend in the industry.

“I think people will probably do things in an even bigger way, and I dare say some people will potentially replace their shows with 3D presentations,” he says.

Pearce says fashion brands use 3D in their advertising campaigns as a way of grabbing young shoppers’ attention, stating: “It relates to their mindset; I just think it opens up the audience.”

It appears the fashion industry already has a fairly firm grasp on 3D technology, but what other sectors could benefit from it?