Dressarte Paris, the world’s first VR haute couture studio (virtual catwalk) _Neuilly_Clothing_Clothing

Original title: Dressarte Paris, the world’s first VR haute couture custom studio (virtual catwalk)

Dressarte in Paris is making bespoke clothing more accessible than ever through VR and online consultations.

Haute Couture (getting it done) is not a new concept, in fact, the term – an umbrella term for designing and manufacturing clothes to a client’s specific requirements and measurements – has been around since the 17th century.

At the beginning of its birth, costume designer Rose Bertin (Marie Antoinette foreign fashion designer) is considered the first person to popularize haute couture in foreign cultures, encouraging fashionable locals and tourists to learn from famous Parisian designers and Tailors to order tailor-made garments.

Over time, the biggest and best of them — Lanvin, Chanel, Shiaparelli, Balenciaga and Dior — also expanded into haute couture In addition to focusing on ready-to-wear collections to meet growing global demand, the key is that there are too many net yuan buyers.


Demand gets worse as online shopping emerges and grows exponentially

; As fashion trends get faster and faster, many fashion houses are forced to raise their costs, or simply stop their couture activities, leaving true couture (original custom) to those with deep pockets and means.

Until Nathalie Neuilly, the founder of Dressarte Paris, decided to create a virtual agency to replace the traditional haute couture studio.

Nathalie Neuilly, CEO of Dressarte Paris

“A lot of fashion and tailors are not cheap or convenient,” Neuilly told me. “You know, it’s a luxury to have clothes designed and bespoke for you.”

Neuilly grew up working part-time in her mother’s studio and was fortunate to have most of her clothes made to measure (“My body type was never the norm in the fashion industry!”), but for quite a while During the time, she felt that she did not need to work in this industry.

“I love making beautiful clothes, but designing collections for other people and trying to guess what they’re going to buy just doesn’t resonate with me,” she said. “I really believe in bespoke garments that will last, not Mass-produced goods that inevitably end up in the trash.”

With no ideal route into the industry, Neuilly studied international business and IT management and worked in the corporate world for many years.

“I’ve moved from one country to another – the Netherlands, abroad, Eastern Europe, abroad, the Middle East – and colleagues and friends are always asking where my clothes come from and if there is a way for them to be able to customise them too.”

For Neuilly, there appears to be a niche in the market with an international outlook, and she has enough expertise to fill it, but it took her several years to understand the concepts before launching the Dressarte virtual studio in 2018.

“I want to make Dressarte’s personal shopping experience a more affordable and accessible option for those looking for haute couture, no matter where they are in the world, though I’m not sure the idea of ​​ordering haute couture online is going to be used by others Appreciate, I don’t plan to invest a lot of money up front.”

Neuilly put some of her own money into the construction of Dressarte’s first website, and her family invested a lot of time when the business was first launched to help her keep costs down.

“Lack of outside investment isn’t necessarily a bad thing, because it makes you think outside the box and gain new skills,” she said, “but I have to admit that in the beginning, my investment didn’t pay off, and my ideas didn’t pay off. There are likely to be a lot of hurdles ahead.”

She knew it was critical to not only get customers to take measurements virtually, but also to see the clothes they were buying virtually, so it was hard for her to afford the technical R&D needed to make the concept a reality cost.

From sketches to dresses, from sketches to final products, everything Dressarte Paris is made to order and made to measure

Quite by chance, however, a few weeks after the website launched, a company approached her with an inexpensive and accurate virtual measurement app.

“It’s a breath of fresh air and a sign that the fashion industry may have a place in the online tailoring business,” she said. “While this may seem like an elusive and extremely unmanageable thing, it has proven to be is the right direction.”

While the company started out by offering virtual measurements and pre-designed clothing lines, it’s now completely bespoke.

“Tailoring is a challenging business, but when you offer a bespoke service, it complicates the business process. We gave it a shot, though, and soon saw more orders, especially for wedding dresses. a field.”

With the rapid development of e-commerce, 3D and digital fashion caused by the pandemic, Dressarte is now using 3D imaging and virtual reality technology to bring every part of the customer’s haute couture experience to life.

Dressarte now focuses on design solutions, including one-off designs, capsule wardrobes and wedding wear, all of which include the services of stylists, designers and tailors.

The best part is? They typically cost two to three times less than designer ready-to-wear alternatives.

“For a long time, tailored clothing was considered extremely expensive and reserved for certain people,” she said, “but I’ve been wearing tailor-made clothing for years. Fashion became an Instagram trend long ago. Before the label, I knew what sustainable, conscious fashion production meant, because I saw it all with my own eyes. But not everyone consumes clothing that way.”

Neuilly realizes that she will never be able to source and create personalized clothing at the price of fast fashion clothing, she just hopes her innovative service will help more people make sustainable fashion choices, even if it’s only for one-offs like wedding dresses “Large single” consumption.

“Our digital wedding collection for 3D wedding dresses has been a huge success,” she said. “Not only have we shown people that there is a different way to look at a garment, but it doesn’t need to be produced so there’s no waste — but we also Inspired many brides to design their own wedding dresses.”

“Other brands face significant markups due to showroom, retailer costs, seasonal promotions, etc.,” added Neuilly. “Our business model is very different because we have built our own supply chain and source excess directly from textile mills. of luxury fabrics, produced on demand and shipped directly to our customers.”

After an amazing year of growth, she doesn’t want to change anything.

To scale, the company is focusing on collaborating with independent 3D designers to create new digital collections to showcase a variety of customizable garments, as well as a slew of secret non-clothing items that will be revealed soon.

“We want to be a haute couture centre with technology and craftsmanship at its core” forbes

Online community for catwalk based on virtual clothing

1. Virtual models, personalized avatars

2. 3D avatar from photo

3. The three-dimensional figure comes from photo comparison, standard human body adjustment, and numerical input

4. Virtual clothing

5. Virtual catwalk

6. Catwalk PK

7. Multi-person communication

8. K dance

9. Music

Online entertainment can stick young people in entertainment, plus strong songs, hot dancing, making friends, trading, etc. If these female netizens upload their height and measurements data, it should be a good human body model library. For you Designers from 2018 can also participate in the interaction design. For high-level female netizens, they can provide online custom clothing functions for them. If they are satisfied with the virtual reality, they can directly place orders and customize production.Return to Sohu, see more