Pitti Filati takes first steps into the metaverse


Collaboration between Pitti Immagine, creative studio Kerned, and flat knitting machine manufacturer Shima Seiki.

At Pitti Filati 90 (Stazione Leopolda, Florence, February 2-4, 2022), the Pitti Studios project continues and expands. The content production service for exhibitors launched last June returns to this edition with a great addition – an exclusive experience in the metaverse.

Combining digital technology and creativity, Pitti Studios can create, starting with just 30 cm of yarn, an animated and 3D version of the finished garment, worn by an avatar in a real virtual fashion show, set in a digital space created for the occasion and inspired by the Stazione Leopolda. A first step into the immersive universe of the metaverse and the future of the industry.

The project is carried out by Pitti Immagine in collaboration with the creative studio Kerned, specializing in the production of digital content, and the manufacturer of flat knitting machines Shima Seiki, which, in February, will also offer exhibitors participating in the initiative the opportunity to register their yarns on the yarnbank platform.

The very high-quality and photorealistic Pitti Studios content (photos and videos) are also made with a 100% sustainable process. Contrary to traditional digital post-production techniques, the innovative technology used for the project makes it possible to provide an accurate virtual reproduction of the finished garment without first having to produce any fabric. All that is needed is 30 cm of yarn to scan.

Screenshot from Shima Seiki’s yarnbank platform. © Shima Seiki
Screenshot from Shima Seiki’s yarnbank platform. © Shima Seiki

Pitti Studios was designed for a multi-channel promotion of the Pitti Filati company proposals, with dedicated focuses on the Pitti Connect platform, within the Billboard editorial program, and social media accounts.

In a few simple steps, here’s how it works:

-The exhibitor supplies the thread (30 cm) to Pitti Immagine

– Using Shima Seiki’s yarnbank platform, the digital yarn and 3D digital knitwear are created

– The digital format is processed by Kerned, and through an animation software that creates the garment worn by an avatar, is transformed into both static photos and videos

The project is being presented during the three days of Pitti Filati at the Stazione Leopolda, illustrating its processes and benefits.

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