Avatar - H&M Fashion Interactive
20. March, 2009 from Yaoti team
People walking footage draws attention to new spring collection
H&M, one of the world’s biggest, most innovative and fashionable clothing manufacturers sets new standards with his latly launched spring collection subsite. The company presents a stunning new tool - an online fashion show, which invites you to interact.
You can pick the model, either female or male, and let them try on the new spring collection’s different looks. The best thing about it is, the model is not just standing on the website like the ones we have seen in the H&M dressing room (see: Create a Virtual Character :: Custom Avatars); the model is walking on an invisible catwalk, and this time it is a real person.
This is how it works: if you click on one of the different outfits, the model’s clothes dematerialize and the chosen outfit appears on his or her body. This effect involves a lot of work.
First of all, videos of the models have to be recorded in all required outfits and in underwear. In the post production, the videos are keyed, so they can be used in all types of backgrounds. This step is possible, because the clips are recorded in front of a blue screen, and keying allows to separate the moving person from the blue background. Finally the clip is integrated into the digital background on the website.
The outcome of all this work: the customer can directly see how the desired outfit looks when worn. A truly stylish and innovative way to present fashion, and a step into the future of online shopping.
(source: H&M)
Editor’s note: With the end of the spring collection campaign, this microsite went offline.
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