Diesel puts holographic tech on the catwalk

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Diesel featured holograms on the catwalk with models at its spring/summer 2008 preview in June. Marketing as well as presentation, which can be any fanfare to draw attention to a clothing line, is part of the business of fashion.

From elite haute couture anniversary shows that garner publicity for the ready-to-wear arm of a fashion house to the comparatively more pedestrian act of attaching a celebrity’s name to a clothing label, these are methods to get a brand noticed.

However, in this video released by Diesel, the holograms steal the show. There aren’t even any good views of the clothes. Technically impressive – yes. But even if tricks or gimmicks are employed, the focus should be on the clothing, right?