India’s First Ever CGI Model – Rajeev by LOTA
The metaverse is poised to revolutionize the fashion industry by delivering unique digital experiences. These new immersive virtual environments have the potential to provide a fresh approach to staying relevant to existing customers while attracting new ones.
Delhi-based sustainable label LOTA, which introduced India’s first CGI (computer-generated imagery, as opposed to live-action) model – Rajeev.
Launched in 2018 by Adhiraj Singh, a 3D motion designer and visual artist, and Shradha Kochhar, a knitwear designer and fiber artist, LOTA has sustainability at its core.
With the goal of not only making clothes sustainably, but also communicating them without depleting resources for set design, production and carbon footprint, the duo turned to CGI for solutions during the increased restrictions from the global Covid-19 pandemic.
“There’s a certain dysphoria when it comes to the fashion industry in terms of what’s shown and what’s going on in the supply chain behind the scenes,” Adhiraj said.
He further adds “Every time you see a LOTA shirt, it’s made 100% with waste. Even our packaging is plastic free.
LOTA presents a compelling picture of the scope for growth in the fashion industry, especially for Indian brands in the future.