Handling clothing worn by noblewomen of the Showa era, Showa Vintage Clothing Store SU-MIX. Based on the idea of passing on the skills of craftsmen and the thoughts of the owners to future generations, they also provide costume support for TV dramas and other productions, in addition to selling products.
While their main activities have traditionally been focused on real events, they have opened "Showa Vintage Clothing Store," which enables virtual shopping due to the impact of the COVID-19 pandemic. We spoke with Onishi, a representative of Double S World, about the challenges and ingenuity involved in digitizing and conveying the charm of the Showa era.
Virtual Store "Showa Vintage Clothing Store"
Showa Vintage Clothing Store SU-MIX introduces clothing worn by noblewomen from the 1940s to the 1960s. The Showa Vintage®︎ clothing they wore back then are high-end custom-made garments (haute couture) made in Japan, fully embodying the skills of craftsmen and each piece of clothing carries its own story. This store aims to pass on the cherished thoughts of the original owners, treating them as works of art and connecting them to the next generation.
This time, Showa Vintage Clothing Store SU-MIX has ventured into the virtual space with its opening of "Showa Vintage Clothing Another Dimension Store." With the use of the latest 3D technology, it is now possible to enjoy virtual shopping with faithful reproduction of textures and feels from all angles.
Upon accessing the site, users can roam freely in a store with a museum-like elegance. Not only can they pick up and look at the clothes just like in a real store, but also interact with a CG character named Machiko, who serves as the shop clerk.
Behind such efforts was the necessity for a business model shift due to the impact of the COVID-19 pandemic. Initially, revenue was generated through real events, but with the pandemic making in-person sales difficult, Onishi conceived the idea of opening a virtual store. At first, no one paid attention, but she persevered in discussions with experts, eventually gaining support from Fukuoka City under the "Fukuoka City SME Digital Transformation Promotion Model Project."
Digital Technology Realizing a Showa Vintage Museum
Onishi said that "Showa Vintage Clothing Store" is designed to resemble a Showa Vintage Museum. There is a lot of attention to detail, and the latest 3D technology has been abundantly used. The virtual space, which can be compared to a museum, was designed by CGworks, the company behind the Shinjuku Isetan virtual shop, reflecting their commitment to detail. The items displayed are also curated with care."These items have a well-defined story of their original owners. Among the items we hold, the pieces with particularly high-level Showa-era craftsmanship and rare fabrics and designs that are hard to find nowadays have been carefully selected."
Since these products are one-of-a-kind, traditional CG product designs couldn't be used. Instead, to more realistically convey parts that were challenging to represent with CG or general images, each displayed item was scanned individually.
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