Shochiku Digital Fashion Project
Shochiku Group has teamed up with U.S. digital fashion company DRESSX to digitize stunning traditional dance costumes from the Japanese stage
Shochiku Group has teamed up with U.S. digital fashion company DRESSX to digitize stunning traditional dance costumes from the Japanese stage, putting rare wardrobe assets from the Japanese theater right into users’ smartphones.
For over 125 years, Shochiku Group has been a leader in the production of traditional Japanese performing arts including kabuki as well as many world-renowned films such as works by Yasujiro Ozu. The purpose of the Digital Fashion Project is to share Shochiku Group’s philosophy of Japanese culture through digital fashion, which has been gaining attention around the world in recent years.
In this project, DRESSX’s team created digital twins of the actual stage costumes, making them available for augmented reality (AR) try-on and as editorial quality metalooks on the DRESSX platform. Users can virtually try the costumes on for free using the AR function on the DRESSX mobile app, which allows users to wear garments on their photos and videos in real time. For editorial quality fitting, users can purchase a metalook, where the garment will be custom dressed on the user’s image within 24 hours, making it look completely natural.
The first part of the project features digital versions of three traditional Japanese dance costumes created by Shochiku Costume Co. Ltd., a unit of the Shochiku Group that is renowned for its gorgeous stage wear. Drawn from famous classical dance performances, “Fuji Musume,” (The Wisteria Maiden) “Sagi Musume,” (The Heron Maiden) and “Ame no Gorō,” (Gorō in the Rain) these three kimono will provide users an in-depth experience of the Japanese stage costumes, something that would be challenging in real life due to their rarity.
The SHOCHIKU digital collection is inspired by costumes that appear in classic works of nihon buyō (classical Japanese dance). Details of the kimono are as follows.
1. Fuji Musume
Based on the costume in Fuji Musume (“The Wisteria Maiden” first staged in 1826), this kimono is worn by the spirit of the wisteria blossom as she performs a graceful, charming dance.
2. Sagi Musume
Based on the costume in Sagi Musume (“The Heron Maiden” first staged in 1762), which features the spirit of a heron that transforms into various maidens.
3.Ame no Gorō
Based on the costume in Ame no Gorō (“Gorō in the Rain” first performed in 1841), the kimono is worn by the young hero Soga no Gorō who is traveling through the rain to visit his courtesan lover.
For full details on the collaboration; https://dressx.com/collections/shochiku