There was excitement all around when Kate Moss appeared in an augmented reality experiment hologram. However, the very first AR experiment that took place in Spring 2021 found more people interested in these experiments.
As you can see, the fashion industry is finally embracing real-time augmented reality, virtual reality, live streaming, and beyond.
This season, KHAITE has built a totally sensory experience by merging a few technologies with more familiar offline mediums.
The brand sent 100 presentation boxes to editors along with buyer packages that were packed with a cream vinyl copy, an enormous printed lookbook of fabric patterns, and individual photos in a leather envelope.
So let’s check out what’s been happening recently in the AR fashion world.
Ukrainian Companies Take Augmented Reality To The Runway
An augmented reality Instagram filter is making the news. Ukraine-based companies FINCH and FFFACE.ME have created a fashion trend by introducing semi-digital clothing that can be upgraded with augmented reality.
One could scan the QR code printed on the clothing, which then activated an Instagram filter that created an AR layer. Designers could then modify these designs and upload them for others to try out.
The end result was that there could be several versions of a piece of clothing, some elements of which did not exist in the real world but were created as three-dimensional (3D) objects stored in virtual reality.
Three Shows The Future Of Fashion At London Fashion Week
Using the multi-dimensional capabilities of 5G, Three, a British internet and telecommunications provider, presented their version of a futuristic fashion show at the London Fashion week.
The company used mixed reality (MR) elements that allowed invitees to not just see the future of fashion on the runway but also feel and smell visionary style.
Super-fast 5G transformed the traditional catwalk experience and turned it into a truly immersive experience.
Invitees saw multiple clothing and accessory brands introduce virtual reality components in their shows to make them even more enthralling.
Mulberry Creates Realistic 3D Effects That Allow Shoppers To Feel The Iris Handbag Before Buying
M – XR, a 3D technology company, created an experience for the launch of the Iris handbag made by Mulberry. The experience was to help people see how the handbag looked.
They used a beermat to trigger the experience at three different event locations around the world. A 3D replica of the handbag appeared when you looked at the beermat,.
You could change the color of the bag to see what it would look like. You could take a screenshot of the bag, and if you liked what you saw, could buy the bag on the Mulberry website.
Dior Uses WebAR To Create A Magical Invite For Its Own Brand
The House of Dior used WebAR to make its new invitations for the Autumn-Winter 2020–2021 Haute Couture collection. They worked with Atomic Digital Design to create a WebAR experience that could be used with a smartphone.
When you scan the invitation with your phone, it opens up a WebAR experience that shows a miniature evening coat.
It looks like a real evening coat, but it is very small. It has pleats and ruffles, which are details that you can see on the real evening coat.
KHAITE Uses WebAR To Create 3D Version Of Its Spring/Summer 2021 Shoe Collection
A fashion company called KHAITE used augmented reality to let people see their new shoes in 3D. They put a QR code for its Lookbook readers to scan, which then activated the AR experience showing them the shoe collection in their homes.
Users could move the new gladiator sandals, patent ankle boots, and slingback heels from the Spring/Summer 2021 collection and actually view them from different angles.
Vogue Singapore Brings The Catwalk Home With AR Feature
A Singaporean actress has been made into a hologram and featured in a fashion show by HoloMe.
As seen in the December issue of Vogue, WebAR was used to create this interactive experience, which showcases one of three ways readers can wear a sequined turtleneck.
Using the 2D image of Fiona Xie wearing a sequin Valentino turtleneck online or even in print, readers can click on it and are then sent to the WebAR experience where her hologram comes to life in their space as they watch Fiona Xie model the look.
We hope you enjoyed our post on how brands use augmented reality in fashion shows.
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