This research project was conceived in response to my desire for a more body-conscious and precision approach to clothing design, and my previous work in specialist fit and contouring. Through the application of software based on the national sizing survey, developed by Bodymetrics, the project explored how to apply this knowledge to a functioning retail concept and allowed me to adopt a methodology based on digital technology that had previously been used by programmers and industry technologists to gather knowledge of the 3D scanning procedure and feed it back into the creative design process.

A focused range of denim jeans that utilised the Bodymetrics process of full-figure 3D scanning was proposed, which involved creating a boutique retail environment, developing samples, launching the product and refreshing the styles available.

The Digital Couture concept, as it was later known, aimed to go further than this. The core concept that I conceived was to allow customers access to a totally made-to-measure service, where they could come to be scanned, choose a style of jeans and have the jeans made and delivered in a short period of time. My role was to develop a range of denim garments that would translate well across as many body shapes as possible and suit the technology. The Digital Couture brand offered a variety of denim washes and embroidery graphics that enabled the customer to further participate in the process and personalise their denim.

The concept contradicted all preconceptions of the economy of scale, production limits, shipping and customer service. The project required an exhaustive process of fitting, feeding information back into the digital process, and including performance profiles of differently treated materials to streamline the process and shorten manufacturing times. The range launched in a retail environment on Selfridges second floor in September 2005.