Opening Ceremony engage their customers in a new way through Unmade technology.
Opening Ceremony: US brand with international appeal, which retails its own designs and other select brands. Founders Carol Lim and Humberto Leon.
Fans worldwide love the creative and curatorial genius of cult US brand Opening Ceremony. It is an industry tastemaker. It sells its own designs and a portfolio of cutting-edge brands, while working with other designers. It reacts to the shifting demands of its mainly millennial consumers. They want customised experiences rather than off-the-shelf products. And they embrace deeper connections with the products and brands they choose.
Opening Ceremony wanted to involve consumers more, by handing over some creative power. Also, an ever-changing range of collaborations meant an increase in the pace of design work. How could it be managed differently? What if they could collaborate with consumers to produce unique items with the distinctive Opening Ceremony hallmark?
Unmade patented technology allowed every Opening Ceremony customer to edit designer knitwear online that is made to order. Unmade worked with the Opening Ceremony design team to develop a customisable knitwear collection around their classic styles. Traditional knit motifs were the inspiration for a series of trompe l’oeil patterns, and a bespoke monogram alphabet.
““Customisation is the first step in replacing the individuality lost by industrialisation. Our aim is to build the technologies and tools to make bespoke an industrial reality.””
Opening Ceremony set on-brand rules for each garment and customers were invited to collaborate. ‘Customisation is the first step in replacing the individuality lost by industrialisation. Our aim is to build the technologies and tools to make bespoke an industrial reality,’ says Unmade founder and creative director Ben Alun-Jones.
“We are huge supporters of companies that use technologies in interesting ways to elevate fashion. When we learnt about Unmade we felt an instant connection.”
An Opening Ceremony X Unmade sweater will be on display at the V&A, London, in April 2018. Now part of the museum's permanent collection, it will be an example of sustainable design in the Fashioned by Nature exhibition.
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