PUMA by Mihara Yasuhiro introduces a worldwide preview of its collaboration with dress for PLAYSTATION3 (PS3) at Pitti Uomo. PUMA by Mihara Yasuhiro also launches its new sport-fashion apparel collection that complements the PUMA by Mihara Yasuhiro footwear. “dress” is a new interactive fashion software developed by, Sony Computer Entertainment’s Worldwide Studios, JAPAN Studio, that bridges the gap between the virtual world and real world of fashion.
The subject of fashion is one of the new fronts for Sony Computer Entertainment (SCE) who wanted to link the capabilities and services of PS3 with the users to experience fashion in the virtual world. dress offers a unique fashion service which fully utilizes the graphic capabilities of PS3 to create beautiful models, true to life fashion items, and clothing using cloth simulation. Mihara Yasuhiro himself shared SCE’s vision for dress from the very early concept stage of the project as it perfectly fits the innovative PUMA by Mihara Yasuhiro philosophy. dress functions as an advanced ‘interactive fashion magazine’ where consumers can select and try on different outfits. The most innovative feature of dress is it’s true to life representation of fashion models (rather than avatars) and fashion items and clothing.
dress will eventually utilize PS3’s PLAYSTATION Network allowing fashion lovers to share and rate their original fashion designs and also host fashion shows and contests. The Spring Summer 2009 PUMA By Mihara Yasuhiro apparel & footwear collections are featured in dress: an advanced software simulates all fabrics and colour options from the PUMA by Mihara Yasuhiro wardrobe allowing the user to select individual pieces that can be combined to create desired looks. Models are then chosen from a panel to take part in a virtual catwalk show or dance sequence featuring the selected outfit.
The new PUMA by Mihara Yasuhiro sport-fashion apparel collection is made of technical and breathable sport fabrics and given a signature Mihara Yasuhiro tailored finish. The collection also features “game” inspired graphics of spots, stripes and a pixel check print on jackets and shirts. Key pieces for the new season are the Ventilated Light Vest, Perforated Rider’s Jacket, LS Printed Zip Shirt and Tracksuit. The full collection of PUMA by Mihara Yasuhiro Spring Sumer 2009 footwear is also available within dress to compliment each individual look. The inspiration behind this cult footwear collection this season is ‘ Hotter’: an irreverent take on global warming and the dramatic effect it is having on our planet, a topic close to Mihara Yasuhiro’s heart.
Styles appear to be melting or sinking into the ground as the earth heats up.