‘Cleopatra’s Jeans.’ An Icon of the Past Models the Future of Fashion

 ‘Cleopatra’s Jeans.’ An Icon of the Past Models the Future of Fashion

“What if we could use technology to create a perfect fit for anyone in the world?” video question.

The campaign, led by Wunderman Thompson, promotes Taiwan-based TG3D’s perfect-fit technology — achieved through 3-D scans of the customer’s body. To make a splash, they went to one of the biggest figures in legend: Cleopatra, who has probably never met a good pair of jeans in her life.

To do this, the company used measurements of Coptic Egyptian women that closely resembled Cleopatra’s shape, based on genetic archival data. (He was born in 69 BC) The Coptic Egyptians were chosen because their community remained ethnically homogeneous for 2,000 years; in terms of body size, they probably haven’t changed much. This information is combined with what researchers know about Cleopatra’s body type, based on her art and statues.

(OK. The world has changed, and so have diets, even in relatively small communities. Non-antique art depicting antique figures is often more representative of the artist’s fantasies and prejudices than true.There is also a complicated controversy in the race related to The possibility that Cleopatra was not an ethnic Egyptian.But let’s not throw in. None of us were there, and the vampires didn’t talk to each other.They did all that is in them.)

Denim was chosen because it is one of the most popular and democratic clothing in the world. Perhaps for the same reason, it is also one of the most polluting.

“Cleopatra’s jeans aren’t just a dress,” the voiceover of the video tells us. “This is an invitation from TG3D, which is asking the most renowned and favored fashion brands to join a data-driven revolution. It is an important reminder that perfect fit is not an unattainable. ideal, but an achievable fact that forces us to rethink the present. fashion industry and its impact on our planet in the coming millennium. “

The jeans were presented at the Amsterdam museum for enduring fashion, Fashion for Good, with the founder of the House of Denim Foundation Mariette Hoitink. “Fashion has a waste challenge, we all know that. We have to buy less and be more thoughtful,” Hoitink said. “The fashion and denim industries are working hard to address this — but technology is the key factor that makes a difference in the race against waste.”

Here is the launch video:

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