#mfawards #mfawards2024 #madamefigaro.cy #cyprus

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Follow-up story

Madame Figaro Awards: Avgousta Theodoulou is awarded “Fashion & Jewellery Designer” of the year 2024

#MFawards2024 #madamefigaro #madamefigaro.cy

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Involving digital technologies in our brand’s creative journey is at the core of our mission. Tech (IT) can be used directly in the creative process itself to provide many new possibilities. This is something we will be definitely experimenting with more and more in the future.

However, at the moment there is something else involving state-of-the-art tech, on which we are actively working. This is the enhancement of the digital showcase of our products, with a focus on the web and our online store!

Bringing our products to life in photorealistic 3D digital worlds

The fantastic news is that we have started a collaboration with the Athens-based startup Phasmatic with the objective to design 3D static or interactive models of our products using CGI (Computer Generated Imaginary) technology. Our first use-case is to generate photorealistic product previews in digital 3D environments. This allows our website visitors to navigate better and interact with our products, and takes the online customer’s journey to a whole new level. You can have a look at the following example. Then, we invite you to visit the online store and check yourself how the digital twins of our scarves are brought into life. 

Live scarf preview

Click on the image and use your mouse to rotate/zoom

This is just our starting point

What we need for the future is an extended reality (XR: reality + digital extensions) in which communication and interaction with fashion objects will become a totally different experience. Photorealistic product previews in artistic sceneries is very central in all this. E-commerce, especially that related to luxury fashion, is not very far from the wide use of virtual or even augmented reality (AR & VR, which are found both under the XR) technologies. Our ambition is to be among the first to arrive to that future…

With the people of Phasmatic, we share a great excitement and motivation for such a perspective. Relying on their innovative tech, from our side we focus on the investigation of how such technology can presently be better adapted for the needs of our fashion brand and serve best our customers.

Stay tuned to get more interesting pieces of news about this line of work!

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FOR IMMEDIATE RELEASE

October 19, 2017

Fashion show in Athens Fashion Week

“Bodies out of frames” collection

We are excited to announce our upcoming fashion show at the 22nd Athens Xclusive Designers Week (AXDW – axdw.gr) which will take place at 5.30pm on Sunday, October 22 at Zappeion Hall, Athens.

After winning the “Best New Designer” award at the New Designers Awards of the 21st AXDW last spring, Avgousta Theodoulou travels from Paris, where the homonymous brand is based, back to Athens to present her new S/S 18 collection of womenswear entitled “Bodies out of frames”.

Avgousta’s signature is to combine complex handmade techniques with classic fine tailoring, in order to create garments with innovative and artistic forms that aim to be wearable at the same time. Avgousta insists once again on using high quality natural fabrics like linen, organic cotton, and silk.

The concept of the “Bodies out of frames” collection

“Frame” is a fundamental element in human perception. Literally, it highlights a part of physical space while at the same time capturing and restricting the content into its boundaries. Frames are also building blocks of one’s personality and how she understands the world. Each frame may be nonempty (highlighting some concept, experience, idea, concern, or knowledge) or empty (highlighting needs, desires, ambitions, or ignorance). In both cases, a frame stresses either its content – when exists, or the absence of content making more intense the sense of emptiness and unfulfillment (desires and the goals that are yet to be achieved).

The “Bodies out of Frames” collection has a dual interpretation. Firstly, it considers the human as a composition of various frames. Secondly, it refers to the human figure which embraces its weaknesses in order to make a step further out of its frame, beyond emptiness or restriction.

Inspiration for this collection have been the works of artists like Jean-Louis Corby and Isabel Miramontes that represent human being in all the ambiguity of its power and fragility through incomplete forms that remain though dynamic and flexible, and also Karl Blossfeldt‘s “Delphinium” who photographed plants creating higher artistic forms while growing and interacting with their environment. His photos were colorless and focused on plants’ structural details.

Sponsoring and support

This collection has been partially sponsored by the International Fashion Academy (IFA Paris – ifaparis.com) that offered financial support and a fully equipped atelier in Paris for the needs of this project. Also, the shoes of this show have been granted by MIGATO (migato.com).

For more information and updates please contact us at contact@avgoustatheodoulou.com.

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Download the press release in PDF format [EN] [GR]

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