3D printing hits fashion as Victoria’s Secret ‘angels’ get their wings

Victoria’s Secret, Swarovski, and 3D printing marketplace Shapeways have joined forces to give Victoria’s Secret models their 3D printed angel’s wings.

The wings were designed by architect — not designer — Bradley Rothenberg, who first 3D-scanned Victoria’s Secret model Lindsay Ellingson to ensure they will precisely conform to her shape. Shapeways then 3D-printed Rothenberg’s filigreed snowflake wings, which were finally encrusted with “millions” of Swarovski crystals.

“Shapeways’ 3D printing technology brings an unprecedented design element to the famed Victoria’s Secret wings, showing the immense opportunity 3D printing brings to creating beautiful, customizable items,” Shapeways CEO Peter Weijmarshausen said in a statement. “This partnership helps push the boundaries and show what’s possible for the 3D printing industry, within fashion and beyond.”

Today, it’s a model getting a custom outfit. Tomorrow, of course, that could be you or me.

The interesting part about that isn’t only that we’ll get more unique clothing that fits better, but also that 3D printing is democratizing the process of making clothing and opening up the fashion world to non-traditional “designers.”

And allowing designers to give their imaginations free reign:

“The great thing about 3D printing is making something really intricate and complex,” Shapeways architect Duann Scott said. “There’s no additional work or cost involved than producing something simple.”

Shapeways says this is its fifth major fashion industry partnership this year. The 3D printer has already partnered with Neiman Marcus, Bow & Drape, Kim Ovitz, and Michael Schmidt. This, however, is the first partnership with Victoria’s Secret.

“This innovative process has brought about a paradigm shift that has changed the way the world thinks about design, pushing the boundaries of manufacturing beyond the imagination,” the company said.