For Japanese brand kolor, we produced and directed the camera system for the presentation video that was presented at the Paris Fashion Week Spring/Summer 2021 Collection. Due to COVID-19, it was decided that Paris Fashion Week would be held digitally for the first time and each brand was forced to hurriedly change from runway to video presentation. Under such circumstances, aircord developed a unique camera system to present kolor’s design concept and the charms of its new collection using uniquely digital methods.
The digitalization of Paris Fashion Week can be said to be the democratization of the show. Anyone can freely look at the brands’ collections, unlike presentations on the runway, which can only be seen by a limited number of people. How kolor’s unique traits would be conveyed online, out in the open instead of in a physical space, became crucial.
kolor’s forte is in using many materials and colors, as well as carefully calculated patterns. In the video, we tried to expand on the perspective for which these charms could be seen from multiple angles. In the camera system developed, time slice photography was achieved remotely by simultaneously controlling 24 iPhones positioned to line the inside of a ring-shaped object. When a model jumped through the ring, they were captured midair as if time stopped, a perspective that cannot be seen on the runway. Depending on the posture and position when going through the ring, viewers can also enjoy the details of the clothes, and expressions that appear in the model’s movements, making for a fun presentation video.
This video releases fashion from the constraints of space and time, and presents a possible shift towards a new brand experience era.