“Volumetric Clothing” is a visualization method that redefines how the wearing of clothing is visually experienced. Using an innovative method of information design, in which clothing and body movement are combined live in a video installation, this work creates a unique clothing experience. As such, it presents an extraordinary 3D extension of the point of sale, which is particularly relevant for fashion brands and their customers’ shopping experience.
With particular relevance for sportswear, models were kitted out in fashion from the “Stella McCartney for Adidas” range to implement the interactive system. The developed installation links up the person wearing the clothing to a generative mesh structure, which visually is derived from the materiality of modern sport textiles. As such, the presentation of a collection becomes an interactive event. At the moment of the fitting, the unique visual result of the combination of individual clothing and the movement of one’s own body becomes a sale element that can be experienced and that is totally new in the fashion industry. This way fashion brands can considerably extend their point of sale and, by broadening the shopping experience, facilitate and influence their customers’ decision as to whether to make the purchase or not.