Alvanon Previews ‘Phygital’ Sizing Solution for High-End Fashion

by · WWD
Alvanon previewed its Specialty Catwalk Series to luxury brandsAlvanon

Fashion technology firm Alvanon previewed a new “phygital” sizing solution that matches mannequins with avatars, enabling designers of high-end fashion to work seamlessly across digital and physical environments.

Alvanon said in a statement that it has previewed the Specialty Catwalk Series, which it calls the world’s first luxury and designer phygital sizing solution. Phygital is a term that combines physical and digital to show the tangible can fuse seamlessly with the virtual.

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The company said it pairs physical mannequins with digital “twin” avatars, which are generated from global body scan data that is specific to couture runways. The sizing series will be available to order starting May 18.

“Luxury and premium brands need a foundational body standard that supports the unique attention to detail brought by expert craftspeople,” said Sara Canali, Alvanon’s market development director, in a statement.

“This new catwalk series gives designers the digital and physical tools they need to experiment and develop their ideas without relying exclusively on fit models and physical prototypes,” she added.

The company said the series accurately and consistently represents the standard body size and shape of male and female models used by luxury designer brands. Thus, these would help improve efficiency, consistency and creative flexibility.

Alvanon partnered with D-house Laboratorio Urbano to preview the series in Milan, Italy, which was reportedly attended by luxury brands such as Armani.

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