French luxury fashion house Balmain has joined forces with the Los Angeles-based fashion tech firm Bods to introduce a new 3D digital styling and try-on experience on its website. This feature allows customers to create 3D avatars mirroring their exact measurements, facilitating virtual trials of a wide range of photorealistic Balmain designs. These digital renditions not only highlight the brand’s textiles, color palettes, and embellishments but also accentuate the finesse of the tailoring.
Initially unveiling seven ready-to-wear designs, two handbag models, and a digitally recreated boot, Balmain intends to steadily broaden its offerings in the near future. Accessible globally with a click of the “3D Fitting” button, this tool seeks to address the prevalent challenge of ill-fitting garments, a factor contributing to 70 per cent of returns within the fashion industry. Beyond the practical convenience it offers, this technology aligns seamlessly with Balmain’s sustainability objectives by curbing the carbon footprint associated with return logistics, thus advancing an eco-conscious approach while ensuring customer contentment.
CEO Jean-Jacques Guével underscores the symbiotic relationship between modern technology and luxury fashion. He expressed excitement over the collaboration saying Bods resonates with Balmain’s ethos of honouring the essence of their luxury brand partners while integrating technological prowess.
Bods, spearheaded by CEO Christine Marzano, concluded a seed round in March 2022, securing a significant investment of US $ 5.6 million, further solidifying their position in the fashion tech landscape.
Balmain’s past technological endeavours include launching an app featuring augmented reality content and live-streamed fashion showcases. Additionally, the brand inaugurated a digital flagship store and explored immersive virtual reality elements within their physical flagship stores, showing a continued inclination towards fashion technology.
