Lytro has announced it will bring an "unprecedented visual experience" to New York Fashion Week 2014 through collaborations with MADE, a global media company anchored at the intersection of fashion, music, art and youth culture. As the professional camera partner of MADE Fashion Week New York 2014, Lytro will develop an exclusive look book package for a renowned designer-photographer team from Chromat, an American fashion label based in New York City, who will use the new Lytro Illum camera (pictured) to shoot their collection. The production of the look book will be chronicled by online magazine and trend forecaster Trendland to provide insight into the creative process.
Lytro Press Release
Lytro and Chromat Bring Light Field Photography to MADE Fashion Week New York
· Lytro will be professional camera partner of MADE Fashion Week New York
· Lytro-MADE collaboration will produce groundbreaking look book package from Chromat featuring Light Field Photography from LYTRO ILLUM
· Lytro deepens relationship with creative communities through collaborations with photographer Christine Hahn, director Charlie Curran and online magazine Trendland
Mountain View, Calif. (August 5, 2014) Lytro, Inc. today announced it will bring an unprecedented visual experience to New York Fashion Week 2014 through collaborations with MADE, a global media company anchored at the intersection of fashion, music, art and youth culture, and several acclaimed designers, photographers and filmmakers at the forefront of fashion and culture. As the professional camera partner of MADE Fashion Week New York 2014 (Sept. 4-10), Lytro will introduce Light Field Photography to one of the world's most influential creative communities, launching a multimedia project that will document the work of designer Chromat through the lens of the new LYTRO ILLUM camera.
As part of the partnership, Lytro and MADE will unveil the industry's first look book with images produced using cutting-edge Light Field Photography. In collaboration with MADE, Lytro will develop an exclusive look book package for a renowned designer-photographer team from Chromat, an American fashion label based in New York City, who will use the LYTRO ILLUM light field camera to shoot their collection. Chromat garments have been worn by some of the world's most recognizable celebrities and entertainers, including Madonna, Nicki Minaj, Kim Kardashian and Beyonce for her Super Bowl XLVII halftime show performance.
New York City-based fashion photographer Christine Hahn will lead the project's photography. A graduate of Brooks Institute of Photography, Hahn has had her work featured in DIS magazine, Oyster, Opening Ceremony, Urban Outfitters, and other high-profile media.
The production of the look book will be chronicled by online magazine and trend forecaster Trendland to provide insight into the creative process, not to mention explore the Chromat collection in multiple dimensions. A documentary from up-and-coming director Charlie Curran, a graduate of Savannah College of Art & Design currently with Velvet Eyes Production, will give the film treatment to the creative process behind the first-of-its-kind look book.
"We are excited to capture fashion photography in a different light at this premier event," said Azmat Ali, vice president of marketing at Lytro. "With its emphasis on design and presentation, fashion is the perfect industry to take advantage of the rich interactive photographic experience made possible by LYTRO ILLUM. We look forward to seeing the innovative and creative uses of our technology by these leading artists and collaborating with MADE to usher in this new era of fashion photography."
LYTRO ILLUM captures the color, intensity and direction of every light ray flowing into the camera, providing a massive amount of visual information that allows photographers in the fashion industry to recreate photo shoots and collections in an immersive artistic experience. After image capture, Lytro's innovative software platform empowers photographers to adjust aspects of images that were previously fixed, such as focus, tilt, perspective shift and depth of field.
"Each fashion week, MADE seeks out visionary brand partners, like Lytro, who develop incredible new technology that can push the fashion industry further in new directions," said Mazdack Rassi, co-founder of MADE Fashion Week. "Great photography is one of the tenets of the shows, and we are thrilled Lytro is making this futuristic technology more accessible to our creative culture."
Lytro is reinventing photography by combining a novel hardware array with cutting-edge computational graphics to capture a more complete and immersive picture of the world in three dimensions. Lytro is the first company to bring an entirely new category, Light Field Photography, to the consumer and professional markets by transforming the camera into a powerful computational photography platform that fundamentally captures a richer set of image data compared to conventional digital or film cameras. Founder and Executive Chairman Dr. Ren Ng, whose Ph.D. research on Light Field Photography won Stanford University's prize for best thesis in computer science in 2006, as well as the internationally recognized ACM Dissertation award, founded the company in 2006. For additional information, visit Lytro.com.
About MADE Fashion Week
MADE Fashion Week started in 2009 to counter the impact of economic recession on designers who could no longer afford the cost of runway shows during New York Fashion Week. Now in its tenth season, MADE is a global, year-round downtown creative hubthat harnesses the energy of creative communities around the world. MADE events include over 40 fashion shows and presentations, events, and concerts anchored by Fashion Weeks in New York and Paris, plus an unrivaled digital presence at MilkMade.com. MADE is at the forefront of a movement that¹s making fashion more accessible. MADE encourages creativity, fosters growth, challenges convention and connects visionary brands to the creative vanguard of Fashion, Music, Tech, Art, and Culture.