To provide a new 3D digital styling and try-on experience on its website, the Los Angeles-based fashion software company Bods has partnered with the luxury French fashion brand Balmain. Customers may build 3D avatars with this function that precisely matches their proportions, making it easier to try on a variety of photorealistic Balmain designs. These digital reproductions draw attention to the brand’s fabrics, color schemes, and decorations while also highlighting the exquisite tailoring.
Balmain first debuted two handbag models, seven ready-to-wear styles, and a digitally rendered boot. It plans to gradually expand its selection shortly. With just a click of the “3D Fitting” button, this technology is available everywhere and aims to tackle the common problem of poorly fitting clothing, which accounts for 70% of returns in the fashion business. Beyond the useful convenience it provides, this technology complies well with Balmain’s sustainability goals by reducing the carbon footprint of return logistics, promoting an environmentally responsible strategy while guaranteeing customer satisfaction.
CEO Jean-Jacques Guével emphasizes how premium couture and contemporary technologies go hand in hand. He was thrilled about the partnership, stating that Bods shares Balmain’s philosophy of preserving the soul of its high-end brand partners while using cutting-edge technology.
With a seed round that ended in March 2022 and a sizeable investment of US $5.6 million, Bods—led by CEO Christine Marzano—further cemented their place in the fashion tech industry.
Balmain has already experimented with technology, releasing an app with live-streamed fashion shows and augmented reality content. The firm also debuted a digital flagship shop and experimented with incorporating immersive virtual reality features into its physical flagship stores, demonstrating its ongoing interest in fashion technology.
