Поиск

HONOR draft 3 (фото 1)
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HONOR draft 3 (фото 2)
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HONOR draft 3 (фото 3)
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HONOR draft 3 (фото 4)
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HONOR draft 3 (фото 5)
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HONOR draft 3 (фото 6)
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T
HONOR draft 3 (фото 7)
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Новая реальность — новые возможности: снимаем лукбук на смартфон

Новый мир наступает с квантовой скоростью. За последние три месяца в моде усилились технологические тренды: оказалось, чтобы представить новую коллекцию, маркам больше не нужно устраивать физические презентации, а для съемки рекламной кампании достаточно смартфона. Для этой задачи отлично подходит HONOR 30 Pro+ — смартфон вдохновлен Россией.  

HONOR draft 3 (фото 8)
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HONOR draft 3 (фото 9)
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лукбук для новой коллекции Kruzhok.moscow, вдохновленную российскими космонавтами, снимали на смартфон HONOR 30 Pro+.

В условиях последних трех месяцев, когда фабрики и магазины были закрыты, локальным дизайнерам было непросто работать над новыми коллекциями. Но чтобы сохранить свой бизнес, небольшие марки не могли позволить себе остановиться. Поэтому бренды осваивали виртуальную реальность — и открывали для себя новые возможности, о которых не подозревали раньше. Те марки, у которых не было онлайн-площадок для продаж, вынуждены были ими обзавестись. Кто-то начал сотрудничество с цифровыми инфлюенсерами. Во время локдауна в России прошла цифровая неделя моды: вместо привычных показов и презентаций десятки дизайнеров провели онлайн-перформансы.

Смартфон HONOR 30 Pro+ оснащен системой стабилизации изображения, что особенно удобно, когда вы работаете над лукбуком: одежду и аксессуары часто снимают именно в движении, чтобы по снимкам можно было понять характер и фактуру материала, из которого сделаны вещи. Мощная камера с объективом 50Мп работает даже при слабом освещении, поддерживает 50-кратный зум и ультразамедленную видеосъемку — если захочется, можно экспериментировать с видеокампейнами. Сам смартфон при этом выглядит как лаконичный аксессуар: большой экран с тончайшими рамками и переливающаяся поверхность задней панели.

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HONOR draft 3 (фото 10)
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HONOR draft 3 (фото 11)
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HONOR draft 3 (фото 12)
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HONOR draft 3 (фото 13)
HONOR draft 3 (фото 14)
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HONOR draft 3 (фото 15)
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HONOR draft 3 (фото 16)
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HONOR draft 3 (фото 17)
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HONOR draft 3 (фото 18)
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HONOR draft 3 (фото 19)
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HONOR draft 3 (фото 20)
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HONOR draft 3 (фото 21)
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HONOR draft 3 (фото 22)
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бренды осваивали виртуальную реальность — и открывали для себя новые возможности, о которых не подозревали раньше.

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Оказалось, что в новых условиях даже fashion-съемка стала возможной — достаточно только смартфона и ноутбука. Чтобы проверить это, BURO. совместно с брендом HONOR сняли лукбук для Kruzhok.moscow — поддержка локального бизнеса в это непростое время очень ценна. Марка Kruzhok.moscow воплощает ценности поколения Z: прагматизм, инклюзивность, равнодушие к консервативной роскоши, интерес к апсайклингу, мультиформатность. Особенно приятно, что новая коллекция вдохновлена российской историей, а именно — нашими космонавтами. Основой для принтов послужила нарукавная повязка Сергея Королева с автографами участников запуска космического корабля «Восход-2». Дутые рубашки и брюки похожи на скафандр. О космической экипировке напоминают и объемные перчатки — для космонавтов этот аксессуар очень символичен: на каждый полет в космос изготавливают новую пару, поэтому перчатки можно забрать с собой со станции на память. Палитра коллекции повторяет цвета реальных вещей из Музея космонавтики. Ассоциации с космосом также навевают новинки HONOR: цвета смартфона и ноутбука напоминают о космическом корабле.

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HONOR draft 3 (фото 23)
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HONOR draft 3 (фото 24)
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HONOR draft 3 (фото 25)
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HONOR draft 3 (фото 26)
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HONOR draft 3 (фото 27)
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можно овладеть несколькими программами, вооружиться смартфоном и ноутбуком — и сделать съемку, от которой будет захватывать дух.

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Важное отличие презентации коллекции в онлайн-пространстве — здесь особенно важна подача вещей. Ведь клиент не может ощутить нежность от прикосновения трикотажа или посмотреть изнанку вещей. Перед дизайнерами стоит новая задача — визуализировать все смыслы, которые они закладывают в свои вещи. Клиенты, особенно среди нового поколения, больше не хотят бездумно потреблять — их привлекают истории, которые стоят за брендами. И в этом смысле виртуальное пространство открыто для всех — и большие бренды, и локальные марки находятся в равных условиях: можно овладеть несколькими программами, вооружиться смартфоном и ноутбуком — и сделать съемку, от которой будет захватывать дух.

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HONOR draft 3 (фото 28)
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HONOR draft 3 (фото 29)
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HONOR draft 3 (фото 30)
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HONOR draft 3 (фото 31)
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HONOR draft 3 (фото 32)

можно воплощать отложенные идеи и делать коллекции и съемки из того, что есть под рукой

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Опыт прошлого показывает, что ограничения могут стать не только препятствием, но и стимулом к творчеству. Когда в свое время у Мартина Маржелы не было бюджетов на новые коллекции, он все равно их делал — гений шил из старых театральных костюмов, занавесок и рекламных постеров. Дизайнер Гарет Пью и вовсе создавал платья из мусорных мешков — потом эти вещи выставляли в Метрополитен-музее. Карантин также помог дизайнерам посмотреть вокруг себя и найти новые решения — можно воплощать отложенные идеи и делать коллекции и съемки из того, что есть под рукой.

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HONOR draft 3 (фото 33)
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HONOR draft 3 (фото 34)
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HONOR draft 3 (фото 35)
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HONOR draft 3 (фото 36)
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Смартфон и ноутбук HONOR MagicBook 15 создают единую экосистему. Все данные — в нашем случае это фото и видео — передаются мгновенно с помощью технологии Magic-link 2.0. Сделанные на смартфон кадры удобно сразу смотреть на 15-дюймовом дисплее ноутбука.

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HONOR draft 3 (фото 37)
HONOR draft 3 (фото 38)
HONOR draft 3 (фото 39)
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HONOR draft 3 (фото 40)
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HONOR draft 3 (фото 41)
HONOR draft 3 (фото 42)
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Что взять с собой в новую реальность?

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Смартфон HONOR 30 Pro+ вдохновлен Россией и талантливыми локальными дизайнерами. К тому же, новинка локализована: HONOR сотрудничает со «Сбербанком», также в смартфон интегрирован на программно-аппаратном уровне голосовой помощник Алиса от Яндекса. Производительность ноутбука HONOR MagicBook 15 позволяет легко справляться со всеми повседневными задачами, обрабатывать графику, а еще подходит для видеоигр. Его удобно брать с собой и моментально передавать на него данные со смартфона.

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