Mar 11, 2010
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After "Avatar," Japan fashion show to go 3D

Mar 11, 2010

By Chris Gallagher

TOKYO (Reuters Life!) - Move over, Na'vis: some of Japan's top models will strut down the catwalk in a 3D fashion event this weekend, highlighting the increasing dazzle of the third dimension beyond the movie industry.

Japanese fashion magazine Non-no - Photo: www.s-woman.net/non-no

Japanese fashion magazine Non-no is teaming up with satellite broadcaster BS-TBS and consumer electronics firm Panasonic Corp to stream its "Spring Collection" show live in 3D at three cinemas on Sunday 14 March in Japan.

It is Japan's first such show and comes after British luxury goods maker Burberry last month also streamed a live event in 3D from London Fashion Week, after James Cameron's sci-fi juggernaut "Avatar," and its blue-skinned Na'vi heroes, ignited massive interest in 3D in a slew of industries ranging from apparel to sports.

"With Avatar, people say this is the first year of 3D," said Yoshiharu Koshizaki, editor-in-chief of Non-no, which is targeted at women in their early 20s.

He said that until now only a few spectators were able to see fashion shows in person while two-dimensional images failed to capture the texture and drape of clothes.

"But with 3D, you can probably see how far the pleats of a skirt extend, or the size and weight of a corsage, for example. So we wanted to give it a try," he told Reuters by telephone.

Demand was strong to become one of the 2,200 audience members at the 3D showings, with around 20,000 Non-no readers entering a draw for complimentary invitations, Koshizaki said.

He said that the show would feature popular Non-no models such as Nozomi Sasaki wearing mostly Japanese fashion brands, but that Italian label Diesel would also be present on the runway.

On the technical side, BS-TBS will simulcast the show, to be held in Tokyo, to screens operated by movie company Toho Co in Tokyo, Nagoya and Hyogo, said a spokesman for the satellite broadcasting unit of TV network TBS.

Panasonic is supplying equipment and technical support, the BS-TBS spokesman said.

(Editing by Miral Fahmy)

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