Zalando to pilot virtual production in designer category

European fashion platform Zalando has partnered with production group Orendt Studios, to bring virtual production to the brand’s designer category.

Technology provided by Orendt utilises LED screens that give the impression an image was shot in differing locations and environments. The implementation of this technology is part of the platform’s goal to become the starting point for fashion, through the creation of an elevated visual experience for customers.

“We’re very excited to be the first platform to pilot virtual production at scale for product shoots,” said Matthias Haase, managing director at Zalando Studios, in a statement on the company’s site.

He added: “Partnering with Orendt Studios enables us to bring storytelling to our product detail page without having to move our product shoots to different locations or build elaborate sets. For the fashion industry, this technology marks a new, cost-efficient and more sustainable way of elevating product content without compromising on the quality of images.”

For its first trial, Zalando selected a number of luxury and contemporary products from its designer category, using digitally projected scenes of New York as its base. Images we produced at a production studio in Hamburg, as part of a physical photoshoot.

“This partnership offers us a new creative production concept for our luxury and designer brands, moving beyond the traditional white backdrops and elevating the total look and feel of our online environment for Zalando designer,” said Anaheta Metghalchi, buying director at Zalando designer.