Lytro and Beyoncé VMA designer Chromat team up for Fashion Week NY

Brooklyn-based fashion label Chromat, founded by Becca McCharen, presented its spring/summer 2015 collection at The Standard Hotel yesterday at MADE Fashion Week New York (of which Lytro is the professional camera partner) which runs Sept. 4-10.

Chromat has designed for Beyonce, Madonna, Nicki Minaj, Lady Gaga, Iggy Azalea, and many others. McCharen is famous for wearable architecture (face cages, dome-shaped skirts, geometric tops, etc.) the depth and dimensionality of which lend themselves particularly well to light field photography.

Shooting a fashion look book with LYTRO ILLUM, which yields an interactive, zoomable, refocusable experience, has created a whole new way of showing off fashion collections. It allows viewers to really experience the full dimensionality of the styles, as if they were looking at them in real life. This collaboration marks one of the first true “in the wild” applications of light field photography. It's changing the way designers are thinking about putting together look books.

New York City-based fashion photographer Christine Hahn led the look book photography (shot with LYTRO ILLUM).

Quote from Azmat Ali, Lytro's vice president of marketing: “We are excited to capture fashion photography in a different light at this premier event. With its emphasis on design and presentation, fashion is the perfect industry to take advantage of the rich interactive photographic experience made possible by LYTRO ILLUM. We look forward to seeing the innovative and creative uses of our technology by these leading artists and collaborating with MADE to usher in this new era of fashion photography.”

 

 

Posted by at September 8, 2014
Filed in category: Events, Imaging Insider, Newsstream, Press Releases,

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