LOTA's Rajiv Is India's First Ever CGI Fashion Model

LOTA's Rajiv Is India's First Ever CGI Fashion Model

The metaverse is set to revolutionise the fashion industry as the evolution of design technologies allows creative freedom for all designers. Brands are taking up new challenges and expanding the scope of design to newer avenues. Since the introduction of the ‘Metaverse’, our digital identities are evolving while also creating space for freedom of expression.

This allows brands to move away from fast-moving cycles of trends that force them to continuously create clothing in order to stay relevant in the market. Designers now get to build ‘hype’ online without creating excess waste with physical clothing; furthering the cause of sustainability while prompting the industry to embrace greener practices.

Expanding in the same direction, apparel and clothing brand LOTA, rooted in sustainable expressions, has introduced India’s first CGI model –– Rajeev. Understanding the failures in the system of textile waste disposal, Adhiraj Singh, a 3D motion designer and visual artist, and Shradha Kochhar, a knitwear designer and fibre artist collaborated to launch an upcycled streetwear brand in 2018.

Image Courtesy: LOTA

With an aim to create visually striking imagery during the heightened restrictions of the global Covid-19 Pandemic, the duo decided to take an unconventional approach and turned to CGI for solutions; using technology to further reduce excess waste production and the burden of resources on the planet as well as carbon footprint generated in photoshoot productions.

Fashion is an evolving landscape that moulds itself according to the zeitgeist. LOTA presents a compelling picture of the scope of growth for the fashion industry; especially for Indian brands in the future. They are offering sustainable alternatives and creating a whole tribe of sustainable CGI influencers; further setting the stage for more designers to follow.

Find out more about LOTA here.

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