LVMH creates virtual models and shows with Fortnite maker

French luxury group LVMH has announced a partnership with Epic Games, the creator of Fortnite, to use the company’s 3D design technology for fashion shows, virtual fitting rooms for its brands like Louis Vuitton and Bulgari.

Virtual experience

LVMH will employ Epic’s 3D creation tools to create new types of “immersive product discovery experiences” for consumers, experiences like virtual fitting rooms and fashions shows, product carousels, augmented reality, or even “digital twins”. The French fashion group wants to fully engage in virtual experiences, Managing Director Toni Belloni explains. Even product design, whether digital or physical, can benefit from 3D creation tools.

“We have always been committed to innovations with the potential to bring our customers new experiences. Interactive games, which have developed into a full-fledged cultural phenomenon, are a perfect example. The partnership with Epic Games will accelerate our expertise in 3D tools and ecosystems, from the creation of new collections to ad campaigns and to our websites. We will also engage more effectively with young generations”, Belloni elaborated.

Together, Bulgari and Epic already launched a virtual version of ancient Rome as a metaverse experience in 2022, while LVMH also unveiled its first virtual influencer, Livi, who was created with Epic’s MetaHuman technology. This year, Louis Vuitton is letting visitors to the Viva Technology tradeshow relive its winter runway show digitally: visitors can virtually walk through the collection presentation, which took place at the Louvre, and discover a selection of the creations there.