How to bring fashion into the third dimension according to Greight

«During the lockdown we had to learn how to travel with our imagination using digital tools and somehow reinvent the process of creative research and development of new uses, habits and consumption,» explained Daniele Grotto, founder of Greight, a Made in Italy brand that was born following the path of innovation of sustainable and genderless fashion and that has recently presented its Vortex Collection through a revolutionary 3D lookbook created in collaboration with Pezzo di Studio. A three-dimensional lookbook is, indeed, something you don't see every day in fashion. «The Vortex Collection seemed the most appropriate to be represented this way,» Grotto explained, «the previous collection, Logo Drop, on the other hand was about movement and still points, so we chose to photograph blurry guys in motion.»

A fashion that invents and reinvents itself, but above all that experiments with other collaborative formats that go beyond the garment and touch on the digital representation of a design philosophy («The gender fluid idea of the collection fits in very well with the 3D aesthetic,» Grotto explained to us) that however remains variable and multiform enough to be able to rewrite the aesthetic of the brand on all levels collection by collection. The idea of a digital lookbook, therefore, has been combined in the Vortex Collection with «distinctive graphic elements that are present both as patches on jackets and as reinterpretations of the logo on sweatshirts and T-shirts» with colors «inspired by the digital world such as neon green, black, electric blue and white».

«We don't think there are any real limits, it always depends on the kind of output you're making,» Grotto told us when talking about the limits of digitally transposing physical garments. «In this case we gave less importance to the single detail to give more importance to an aesthetic because after all this is a lookbook and the goal is to tell an imaginary.» The one put in place by Greight, despite still being in an almost experimental phase, is nevertheless a brave step towards the digitization of fashion, which in the age of the Metaverse and streaming shows has become almost a necessity and an obligation for those brands that really want to look at fashion with the eyes of the future.