NextCouture: a new chapter in high fashion

Article written by: SuperZoom

NextCouture was set up with the mission to rewrite the rules of luxury fashion. Thanks to technology, sartorial customisation becomes an immediate and immersive experience, transferring the creative power into the hands of the customer and making each piece proposed by the brands unique. NextCouture employs the most advanced technologies to visualise customised garments in a digital environment, in every detail and even in motion thanks to real-time 3D configurator representations on super-realistic humanoid avatars.

The moving avatars allow customers to sense the realism, dynamics and rendering of the garment. The platform focuses on 3 main pillars: opening a new multi-brand sales channel (there is currently no other platform in the world where you can find luxury brands allowing you to customise your garment and make it unique); eliminating stock (since the pieces are unique, only what is ordered is produced, eliminating all the waste typical of luxury – an estimated 30% of product is systematically thrown away – in addition, brands can also reduce their stock levels by using the material left over for customisation); sustainability. Furthermore, the elimination of stock and the blockchain-certified Made in Italy will make it possible to acquire Green certificates that comply with the CO2 emitted by fashion brands within this business model.

Consequently, the media impact for brands is considerable. And although the algorithm for calculating the offset is complex, the concept is simple and boils down to producing only what is sold. It’s a method that encourages responsible consumption. Marco Fiandesio, the new CEO of NextCouture with a background at various Kering Group brands, emphasises how the project represents the innovation that brands have been looking for, both for launching a new sales channel and for selling the symbol of true sustainable luxury, the single garment.

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