Luxury fashion powerhouse Balmain has teamed up with Los Angeles-based fashion tech firm Bods to introduce an innovative 3D digital styling and try-on experience on its website. This groundbreaking feature enables customers to effortlessly create 3D avatars mirroring their precise measurements, providing a virtual platform to try on a diverse array of photorealistic Balmain designs. The digital renditions not only showcase the brand’s exquisite textiles, color palettes, and embellishments but also highlight the meticulous craftsmanship of Balmain’s tailoring. The initial unveiling includes seven ready-to-wear designs, two handbag models, and a digitally recreated boot, with plans to expand this digital wardrobe steadily. Accessible globally through the “3D Fitting” button, this tool addresses a common challenge in the fashion industry—ill-fitting garments, which contribute to a significant 70% of returns. Beyond practical convenience, this technology aligns seamlessly with Balmain’s sustainability goals by reducing the carbon footprint associated with return logistics, fostering an eco-conscious approach while ensuring customer satisfaction.
CEO Jean-Jacques Guével emphasizes the harmonious blend of modern technology and luxury fashion, expressing enthusiasm for the collaboration with Bods, whose ethos aligns with Balmain’s commitment to preserving the essence of their luxury brand while embracing technological innovation.Bods, led by CEO Christine Marzano, recently concluded a successful seed round in March 2022, securing a substantial investment of US $5.6 million, solidifying its position as a prominent player in the fashion tech landscape.
This initiative adds to Balmain’s history of technological ventures, which includes the launch of an app featuring augmented reality content, live-streamed fashion showcases, and the establishment of a digital flagship store. The brand’s exploration of immersive virtual reality elements within physical flagship stores showcases an ongoing dedication to integrating cutting-edge fashion technology into the luxury retail experience.
