By  on April 16, 2007

Sometimes a dream turned into reality becomes evolutionary for an entire industry.

American painter Laurance Rassin, known in the art world as an international rising star, is hoping to do just that for the fashion world. His latest creation is a digital look book, which utilizes a PC tablet. Rassin used the device to showcase his apparel collection at the Palm Beach Fashion Show at Mar-A-Largo last month in Palm Beach, Fla. The look book is Rassin's modern-day branding tool, an updated technological showcase that originated from his days as founder and chief executive officer of Adwheels advertising.

Rassin's fashion collection includes teaming up with designer Deborah Marquit for lingerie and swimwear lines; Mark Stevens of Blu Stockings for a knitwear collection, and costume designer Nile Cmylo, who has designed for Mariah Carey and "The Chris Rock Show," for his couture line.

While Rassin's first love is painting, where his works are a study in vivid contrasts of color heavily influenced by Picasso and Matisse, it's the look book that marries his film school training with his viral marketing expertise, art work and fashion interest.

"I got the idea from before I became a painter when I orchestrated advertising campaigns for movie studios, Internet firms and political candidates using a flat-screen television strapped to in-line skaters," said Rassin.

While the PC version is no longer akin to a moving billboard, the updated technology allowed photos shot by Palm Beach society photographer Christopher Fay from Rassin's fashion show to be downloaded to a tablet PC seconds after the images were taken. Selected images were uploaded to a Web site, allowing someone on the other side of the globe to view them minutes after they were shot.

"This is a cutting-edge tool for the fashion industry as designers can give digital look books to buyers at these shows. After the pictures are downloaded, they can be printed out and given away. The look book also can be used for any point-of-sale event, so buyers [no longer] have to fill out orders on pieces of paper," Rassin said.

Rassin's paintings can be viewed at his New York Chelsea gallery at 514 West 25th Street. More information on the look book will soon be available at

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