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Journal/Responsibility/AS SEEN IN: THE AUSTRALIAN FINANCIAL REVIEW

AS SEEN IN: THE AUSTRALIAN FINANCIAL REVIEW

24 Jul 2023

HOW THE FASHION INDUSTRY IS USING TECH TO IMPROVE PRACTICES

JAG is exploring the next frontier in digital design by introducing 3D Virtual Fashion Technology that is revolutionizing the way we design and develop our apparel. The use of this innovative technology allows us to dramatically reduce sample waste, trial unlimited fabrications and print layouts in turn reducing sample production by over 50% and improving design sustainability ethos.

“Australian fashion business Jag, which is owned by APG & Co, is using enhanced digital software to create its campaign images in what it believes is a local first.” – Lauren Sams, AFR

“The brands latest campaign was shot using real models who were photographed in a variety of poses. Jag’s digital art team then superimposed clothing on them, cutting down the time, resources, and funding required for full-scale fashion shoots.” – Lauren Sams, AFR

The digital technology implemented for the JAG business was for our AW23 range and into our current SS23 collection, however the process began for the design + development team back in January 2022. The technology enables digital pattern making in 3D garment images while also allowing designers to be innovative without the usual cost + time pressures with digital designs being significantly cheaper + faster to enact changes onto. The benefits of the technology also enable far more sustainable design practices due to minimising sample manufacturing wastage and transit emissions, while also facilitating improved fitting on virtual 3D avatars.

It has changed the way we design with increased speed to market with improvements in reduced quantities of fit samples + facilitating wider experimenting of colouring options that are refined within the range before going to production. It also improves ranging by enabling outfitting in 3D leading to stronger range cohesiveness without the delay in physical sampling + the presentation of ranges digitally.

Sustainability was a key factor in why we adopted this technology as JAG is grounded on responsible design principles. The benefit of less sampling production has been profound – in terms of fabrics, the sampling process + sample shipping – these factors have been halved. In the future, we’re excited to explore the power of 3D sampling in designing for circularity – better cutting yields, designing out waste, designing for easy upcycling or repair.

The other key opportunities of this technology are also in the customer facing ecommerce space with the tool facilitating JAG to be able to host virtual fashion shows, create virtual stores for customers to shop from + mock up a variety of alternative visual merchandising options or letting customers virtually try on the products. It’s the future of creating digital PR + media assets, selling digital garments in the metaverse that can be linked to in store purchases + presenting the brand in a gaming context + as we’ve started here completely digital brand campaigns that can be utilised across all of our channels.

Our Spring Summer '23 collection is launching from the 8th August, and is made from over 70% of Responsible Materials. Previously called Low Impact, our new Responsible Materials (RM) classification better describes fibers and materials that we have chosen for their environmental and social improvements.​ This includes reduced impact on ecosystems, manufacturing emissions, water and chemical use, and strengthened human rights.​ ​​

Our SS23 collection features:​

56% European Linen​

8% Organic Cotton​

6% Man-Made Cellulosics such as Lenzing Tencel & Ecovero, made from wood sourced from responsibly managed forests​

​ And over 95% of the collection is made from natural fibres – our highest total yet.​

When shopping online, look for these icons which indicate that the product has been made from a Responsible Material.

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