‘Cleopatra’s jeans.’ An icon of the past shapes the future of fashion
“What if we could use technology to create a perfect fit for anyone in the world?” ask for the video.
The campaign, led by Wunderman Thompson, promotes Taiwan-based TG3D’s perfect fit technology, achieved through 3D scans of a customer’s body. To make a splash, they opted for one of the greatest figures in legend: Cleopatra, who has probably never encountered good jeans in her life.
To do this, the company used measurements of Coptic Egyptian women who roughly resemble the shape of Cleopatra, based on archival genetic data. (She was born in 69 BC) The Coptic Egyptians were chosen because their community remained ethnically homogeneous for 2,000 years; in terms of body average, they probably haven’t changed much. This information was combined with what researchers were able to infer about Cleopatra’s body type, based on art and statues of her.
(OK. The world has changed, and so have diets, even in relatively small communities. Non-antique art depicting ancient figures is generally more representative of the artist’s fantasies and prejudices than of reality. There is also a complicated racial controversy related to the possibility that Cleopatra was not ethnically Egyptian at all. But let’s not nitpick. None of us were there, and vampires don’t talk. They worked with everything they had.)
Denim was chosen because it is among the most popular and democratic clothing in the world. Perhaps for this same reason, it is also one of the most polluting.
“Cleopatra’s jeans aren’t just a piece of clothing,” the video’s voiceover tells us. “This is an invitation from TG3D, asking the most popular and beloved fashion brands to join a data-driven revolution. It’s an important reminder that the perfect fit is not an unattainable ideal. , but an achievable reality that forces us to rethink the current fashion industry and its impact on our planet for millennia to come.”
The jeans were presented at Amsterdam’s sustainable fashion museum, Fashion for Good, with Mariette Hoitink, founder of the House of Denim Foundation. “Fashion has a challenge with waste, we all know that. We should buy less and more consciously,” says Hoitink. “The fashion and denim industries are working hard to solve this problem, but technology will be the crucial difference maker in the race against waste.”
Here is the launch video: