For yet another year, the Samsung Ego Innovation Project catwalk for young designers has rewarded the creative talent capable of combining fashion and technology in a single project. On this occasion, Abrahamsson’s “ABRA” collection was awarded the award for the best creative proposal that integrates technology and fashion on the catwalk of the Mercedes Benz Madrid Fashion Week
Abrahamsson’s proposal thus wins the sixth edition of the Samsung Ego Innovation Project, highlighting the importance of the virtual self versus the real individual in a society that is increasingly immersed in the digital world. To achieve this, ‘ABRA’, the collection presented by the firm is a bet of 10 feminine looks created mostly from a series of base patterns in a live fitting.
It may interest you:Samsung Ego Innovation Project awards Abrahamsson holograms
The fact: Abrahamsson’s project has been able to develop thanks to the 10,000 euro scholarship awarded by the Samsung EGO Innovation Project contest. Celestino García, Corporate Vice President of Samsung Spain has attended the presentation of this fashion show and highlighted that: “For yet another year, Samsung bets on the creative talent and vision of the future of Spanish designers. The winner of this edition of the Samsung EGO Innovation Project, the Abrahamsson firm, plays brilliantly with the limits of the digital and the physical, bringing to the catwalks an innovative design concept linked to our time ”.
3D avatars models
And how has this Abrahamsson collection brought technology and fashion to the runway? For the staging, Abrahamsson has had the collaboration of the digital artist Claudia Maté and the Paraddax Lab studio that has created a 3D avatar of the models.
Thus, the 3D avatar of the model and muse of the collection, Aaliyah Rosales, has been created by Claudia Maté, opening a new way to present a fashion collection and a runway show. The holograms of these avatars in 3D have been created by Paraddax Lab, creating an immersive scenery in which the virtual and real models were simultaneously uploaded on the catwalk.
Samsung Ego Innovation Project is a contest that was born in 2013 with the aim of recognizing unique and innovative projects, the result of technological research and development and its application in fashion design. Let us remember that the first winner was the designer Leandro Cano, in February 2014 with 0.83º, an interactive collection that gave the garments dynamism, as the creator himself told us in an interview with GizTab:
