We are incredibly proud of Sabinna Rachimova the designer behind Sabinna the ready-to-wear and knitwear label, who recently won in the Beyond The Runway Category at The Fashion Future Awards. The winner’s ceremony took place on the evening of the Decoded Fashion London Summit 16th May 2017 at the exclusive venue IET London: Savoy Place.
Sabinna has shown with Fashion Scout on numerous occasions and it is a pleasure to see her succeed. Her augmented reality fashion experience took the idea of a fashion presentation to the next level by displaying her season 004 collection in an unconventional way. The experience allowed the guests to interact with each of her designs virtually. Each garment was captured by a rig of 64 high-resolution DSLR cameras and calibrated light sources. They used a hololens application to allow people to try out various combinations of outfits with simple gestures. The users were able to try on the Sabinna collection, on images of themselves and the clothes even adapted to their body shapes.
Sabinna was able to produce her collection virtually through Pictofit, which is a virtual fitting room app that allows users to see how clothes might look on them before purchasing. She also worked with The Fashion Innovation Agency, who partner with the most exciting designer talent in London with the very latest fashion-tech to create ground-breaking brand collaborations.
The augmented reality fashion experience was held at the Freemason’s Hall as part of Fashion Scout, held earlier this year during London Fashion Week. However this wasn’t her first foray into high-tech fashion, having previously used 3D printing to create floral embellishments on her garments.
With somewhat of a nomadic upbringing Sabinna’s collections often reflect the many cultures and lifestyles she has been around; she was born in Russia but has also lived in Spain and Austria. She attended the prestigious Central Saint Martin’s studying BA Fashion Design with Marketing and graduated in 2014, establishing her label Sabinna in 2015.
Her AW17 collection was titled ‘I still love you’ and it explored the idea of one’s first love and the romantic experiences felt in adolescence.
Despite the inspiration behind her collection, her design style could be described as feminine without being too saccharine sweet.
Following the ‘see now, buy now’ business model, there is no doubt that Sabinna will be successful in engaging her clients with the complete presentation and shopping experience. We anticipate that she will pave the way for more designers to experiment more with technology in their shows and presentations.
Words by Jasmin Oakes
Photography by Nicholas Kristiansen