Last Summer, we embarked on a groundbreaking fashion editorial like no other. Our team at Edna pushed the boundaries of fashion image production by visiting four virtual countries in a single day—all from the comfort of Production Park's studio in Yorkshire. No flights. No jetlag. No rain.

Our project, 'Around the World in a Day', was driven by two key ambitions. Firstly, we are committed to reducing our carbon footprint and exploring more sustainable ways of shooting. Gone are the days of boarding flights for sun-drenched beach shoots. Secondly, we desired to blend traditional and contemporary techniques to redefine the horizons of fashion.

From a vibrant city lane and a tranquil snowy landscape to an exotic desert, we crafted enchanting worlds. The objective was to play around with as many diverse looks and environments as we could within a single day.

Today, we hear from Helen, our Head of Production, who shares her insights and experiences from the day.

Our inspiration for the 'Around the World in a Day' project was twofold. Firstly, we are on a journey to become BCorp certified, which involves exploring more sustainable ways of shooting. This led us to minimise the environmental impact by reducing travel. Typically, we travel extensively to capture sunny shots in January, sharing beaches with other shoot crews.

Secondly, as part of our strategy to broaden our offer into Hybrid Production, we were curious to see how we could combine traditional and digital techniques. Virtual production, which blends digital environments with real props and models to create immersive hyper-real or ethereal imagery, is commonly used in film and TV. We wanted to explore its potential in fashion by creating environments like a busy city street, a snow scene, and a desert while attempting a beach option—the kind of location we often capture.

We hired The Production Park's virtual production studio for a day. Our challenge was to traverse as many climates and looks as possible, and so 'Around the World in a Day' was born.

Virtual production is a leading trend in fashion image creation due to its integration of real-time 3D environments and CGI. Our objective was to be at the forefront of this trend, understanding its possibilities and showcasing our ability to create visually captivating environments without constraints. We're now prepared to offer clients imaginative and unique digital-first content that aligns with how consumers engage with fashion brands today.

A key benefit of virtual production is its ability to reduce the environmental impact by eliminating the need for physical sets, props, and travel. This more sustainable approach to image capture is increasingly important as consumers become more aware of brands' environmental impacts.

The day was dedicated to pushing boundaries by creating four environments, multiple looks, and capturing both stills and moving images. It was enjoyable yet demanding. Capturing motion presented a challenge due to insufficient mid and foreground for the videographer to manoeuvre. Next time, we’d focus on creating one environment per day and allocate more time and resources for scene setup.

The Hong Kong scene wasn't as hyper-real as desired. We struggled with hiding the line where the screen ended and the floor began, and lighting the model against tall buildings was challenging. Moving forward, we need to spend more time upfront considering angles and props. Accounting for building height and adding a curb would have enhanced realism.

Virtual production offers flexibility and creative freedom. It enables the creation of any environment digitally, from realistic backgrounds to abstract worlds, allowing for unique images and unrestricted creativity. Consistency and control over lighting and weather also permit full shoots during golden hour.

From a production perspective, you could be anywhere—a busy London street, New York subway, desert island beach, or forest—without worrying about weather, permits, or logistics.

Virtual sets reduce the need for on-location shoots, saving travel costs, shoot duration, and associated logistics like location scouting. Traditional shoots often require an entourage of support vehicles and facilities for crew and model preparation, significantly impacting budgets.

Reduced travel lowers the carbon footprint, mitigating the environmental impact. Some studios use green data centres and renewable energy to further reduce their footprint.

I anticipate brands will blend production methods, catering to clients seeking multi-dimensional, diverse campaigns that stand out while being environmentally conscious. We'll likely see more ethereal concepts blending real and digital using virtual production to minimise carbon footprints.

AI is also noteworthy. It's creating consistent models and poses and can now integrate 2D garment drawings with AI models. This offers brands operating in multiple regions the opportunity to produce diverse, culturally relevant content. We're already crafting imagery and manipulating poses to create hyper-real models for future content reuse.

Absolutely. Large-scale LED screens can create scenic backdrops, while smaller, agile sets allow quick background and lighting changes without costly set builds. As we move into a future that's more tech-oriented and environmentally aware, we envisage image production across all industries evolving into a delightful blend of traditional and digital techniques. And with AI in the mix, consistency and diversity are both effortlessly achievable.

Helen's insights offer a fascinating glimpse into the innovative world of virtual production in fashion. This approach not only aligns with current industry trends but also addresses key environmental and logistical challenges, paving the way for a more sustainable future in fashion image production. We look forward to seeing how this technology continues to shape the industry and we're thrilled to be a part of it!