IZY Studio is Blending Technology, Sustainability, and Style in a Groundbreaking Event
Founded in 2015 by visionary Zarina Izy, IZY Studio stands at the forefront of fashion and technology, pioneering the ‘phygital’ fashion concept. The brand not only offers physical apparel but immersive experiences that elevate fashion to an art form, utilizing cutting-edge technologies like AR and AI. This unique blend of style, ethics, and innovation positions IZY Studio as a future leader in the evolving world of fashion.
IZY Studio has made waves in the sector of fashion, combining the physical and digital into a realm called the “phygital.” How did the idea come into being?
It’s almost 10 years since I founded IZY Studio, and the brand was born as a result of my great passion for traditional craftsmanship and the vision I had for the future of fashion. When I left to live in another country, I had to leave my creative studio with sewing machines and other equipment. I knew that a new physical location might repeat the same fate and I started to dream about having a virtual store.
Unexpectedly, the pandemic started and everybody experienced physical limitations and it sort of emerged a digital form of fashion. My fantasy started to gain shape in reality and I used that potential to blend artistry with technology. Digitalization helped me to continue my business and leave limiting fears behind.
Bringing the fashion world into a technological context, how does IZYstudio stay true to the traditions of showcasing fashion while also celebrating in a digital format?
It is important to know how to blend tradition with new technology, to preserve the tailoring heritage and explore new possibilities. In those terms, we at IZY Studio achieve this mission by having tradition as a guiding light, not a constraint. I can say that the timeless principles of craftsmanship and elegance are the basis and the foundation of our approach.
As such, they are carefully integrated with cutting-edge innovations, we widely experiment with digital technologies and integrate chips, AR, and even solar energy. Innovations are our driving force, but the rules of fashion have never changed and we just use new tools to overcome the gap between renowned and emerging brands that traditional industry historically created.
What do you believe is the future for design as it pertains to discovering new ways of creating clothing? Is there a net positive impact when we utilize a digital blueprint to spur innovation?
The future of the design lies in the combination and mixture of creativity and technology. The utilization of digital tools can be and is very beneficial in empowering designers to overcome traditional boundaries and explore new fashion perspectives and forms of expression. By harnessing the power of digital blueprints, we as fashion designers are met and enabled with new possibilities for customization, sustainability, and freedom of imagination. Fashion then gets a new and fresh shift that carries an immense potential for revolutionizing the entire industry. And most importantly, it directly affects and minimizes the environmental footprint.
At Milan Fashion Week 2024 IZY Studio hosted a private event. How has the attendance of industry leaders like Forbes, L’Oréal, Swarovski and others influenced your brand’s show?
Getting the support and learning about the experience of some of the greatest leaders in the industry is extremely important and invaluable when it comes to shaping a brand and creating a successful presence on the market. The involvement of renowned brands in our events delivers a message that we all together are creating and shaping the future of fashion.
Some of the most important topics like seeking sustainability, cost-effective solutions, and even inspiration for fresh-looking designs come from mutual support and collaboration. As an emerging brand in Milan, we deeply appreciate the early support from big media partners like Forbes and luxury brands, whose presence at our events has been instrumental in accentuating our message, mission, and vision.
We want to know more about the IZYstudio’s avatar and how it delivered a speech to guests at a recent, high profile event.
IZY Studio’s avatar Xyrena was first presented and proudly showcased at our Milan Fashion Week24 event. It is not just an avatar, but also an embodiment of innovation. Her role symbolizes our commitment to embracing technology to define the digital fashion concept. Through her engaging speech at the event, she highlighted how using and utilizing new tools can empower emerging brands and create unique communication channels.
Describe to us a bit about the range of interaction IZYstudio has to offer. We want to learn more about 3D animations, AR attire, and digital fittings!
We are not only about fashion but also about enhancing people’s engagement with clothing. Our range of services includes 3D animations that impressively showcase our designs, and interactive AR wearables for a unique try-on experience, that revolutionizes the way clients shop for clothes. Through digital fittings, we dress clients in our Couture pieces, enhancing their online presence while promoting sustainability.
When it comes down to the logistics of creation, how did you cultivate a community of professionals to bring everything to life?
Cultivating a community of like-minded professionals has been instrumental in bringing our vision to life. Through strategic partnerships and collaborative endeavors, we’ve assembled a diverse multi-national team of innovators, artisans, and technologists. All of them share my passion for pushing the boundaries of creativity and craftsmanship. It’s a collective and combined effort powered by a shared vision of the future of our professional environment and practical experience, gained in traditional industry in many years.
Please walk us through the tangible ways that IZYstudio is fostering sustainability with its mission.
Sustainability is not just a hot topic today that is closely connected to the fashion industry. It is also not just a commitment you decide to make to grow your brand. For us at IZY Studio, sustainability is a fundamental principle that is embedded in our minds and has its natural presence in every aspect of our work. From sourcing eco-friendly materials to implementing ethical production practices, we prioritize sustainability at every stage of the production process.
For us sustainability is also about ethical practices in the working environment and professional relationship, as traditional fashion has been known for its toxic behavior. By embracing forward-thinking initiatives, we work towards setting new standards for sustainable stewardship in the fashion industry.
