(Filed Under wholesale Lingerie News). Heist, the UK-based tights, shapewear and hosiery firm, has launched “The Nude Project,” under which it will share its research on skin colors.
According to the company, “Using insights from 100,000 women and data science to analyze swatches of skin tones from a dedicated microsite https://www.heist-studios.com/the-nude-project, Heist has answered one of fashion’s most overlooked questions; “what is nude?””
Over two years, the firm “identified 1,000 unique skin tones, which then allowed Heist to perform Euclidean clustering. This data clustering process resulted in seven distinct shades of nude which any of the 100,000 women who participated in the project could accurately match to. The seven shades of nude devised from Heist’s research then informed one of its best-selling product ranges; seven shades of nude tights.”
The company announced that “Following the success of this crowd-sourcing initiative and the importance of accurate representation of audience in the industry, which has been non-existent to date, Heist has open sourced the data. Now global brands, designers and entrepreneurs operating across sectors have access to the exact skin tones needed to accurately represent their audience which marks a pivotal moment in the industry.”
Heist CEO Toby Darbyshire continued, “Our insight was that unless there existed a data driven breakdown of a statistically viable cross section of the female population in any given country, the fashion industry would be incapable of providing nude shades that matched their customers skin tones.” Darbyshire, who launched the firm in 2015, raised $10 million from investors to create Lab12, its in-house innovation laboratory.
“A lack of clarity around how many nude shades are required to cover an appropriate number of skin tones meant that this decision became commercial (i.e. a matter of working capital constraints) rather than customer driven (i.e. a matter of how many shades were required to serve their customer base).”
“This is just the beginning. The Nude Project is set up in such a way that brands expanding into other countries, or with a global footprint, can use the model to easily collate and analyze data to determine how their nude palette should be adapted in any given market.”
Added Fiona Fairhurst, VP innovation, “For us, it’s more about how we create a model that allows us to build for our consumers. We exist to provide true representation in underwear for all women.”
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