AR Fashion : A Gateway to Digital Fashion Frontier

Welcome to the fourth edition of XR Couture 's LinkedIn Newsletter, XR Weekly! We are thrilled to present this edition, dedicated to the exciting and ever-evolving topic of #ARFashion. 

“As the world continues to embrace technological advancements, the intersection of fashion and #AugmentedReality (AR) has proven to be a match made in virtual heaven.”

The rise of AR Fashion has shattered the limits of conventional fashion, igniting a kaleidoscope of boundless creativity and unfettered self-expression allowing us to transcend the constraints of physical space and time. AR Fashion has ushered in an era of limitless possibilities. With the sheer thrill of virtually trying on clothing, experimenting with styles, and even crafting our own bespoke designs, AR Fashion has revolutionized the way we engage with fashion.

XR Couture's Viral AR Filter: A Consequence of AR's Fascinating Potential

XR Couture initially designed an AR filter featuring a coveted outfit from their collection as a test on Snapchat. However, the filter unexpectedly took on a life of its own, exceeding its intended purpose and capturing the public's interest. To the astonishment of the XR Couture team, the filter went viral, with global users utilizing and sharing it beyond their wildest dreams. Within days, the filter skyrocketed to over a million views on Snap AR platform, all without any marketing or promotion on XR Couture’s part.

XR Couture's accidental success story on Snapchat's AR platform exemplifies the mesmerizing potential of AR to ignite people's imagination.

Tommy Hilfiger X Zero10's AR Mirrors: A Spectacularly Immersive Retail Experience

Tommy Hilfiger , the iconic fashion brand, joined forces with ZERO10 , AR Fashion Platform providing innovative tech solutions, to unveil an extraordinary #augmentedreality try-on experience for the Classics Reborn collection in collaboration with the celebrated pop artist and activist, Shawn Mendes. Patrons are privy to the novel digital capabilities of Zero10's AR mirrors, where they can effortlessly try on a handful of select garments from the collection, with three of them adorned with enthralling AR effects.

"We are experimenting with how these elements and environments can co-exist to provide a seamless consumer journey, for example, a fully digital experience, or selling physical products in the virtual environment and vice versa. These learnings will allow us to enhance future activations and to evolve our digital ecosystem.”, Martijn Hagman , CEO, of Tommy Hilfiger Global and PVH Europe said in an interview.

Until April 16, the AR mirrors are accessible at three of Tommy Hilfiger's stores - the Regent Street in London, Kurfürstendamm in Berlin, and Piazza Guglielmo Oberdan in Milan. This high-profile union of fashion and AR technology underlines the potential for immersive, captivating experiences in physical retail.

“We believe that collaborations with innovative brands like Tommy Hilfiger will help to accelerate the industry changes. Following our main concept of where the future is here, we believe that AR technology could be utilised by brands now to implement new approaches into their businesses and gain credibility among the new generation of customers. This is just the beginning… our next step will be introducing AR Storefronts and interactive selling points.”, said George Yashin , CEO of ZERO10 .

LFW's Most Captivating Exhibition: Vogue X Snapchat's AR Experience

The Vogue x Snap Inc. : Redefining the Body exhibition at London Fashion Week in 2023 was a groundbreaking display of augmented reality (AR) technology in the fashion industry. The exhibition used cutting-edge AR technology to transform and amplify the creations of six leading fashion houses and designers, including Christian Dior Couture , Kenneth Ize , Richard Quinn , Stella McCartney , Thebe Magugu , and Versace .

This immersive and interactive experience was not limited to those physically attending the exhibition in London. People around the world who use Snap Inc. could also access the AR experiences and engage with the exhibition. In fact, during the inaugural exhibition in 2022, the custom AR lenses created for the exhibition garnered more than 48 million views.

The designers used the technology to create immersive spaces that challenged societal norms and stereotypes, and offered trailblazing interpretations of how the physical and online realms are viewed today. For example, Stella McCartney 's space celebrated nature and utilised fungi leather as a vegan alternative to animal-derived leather, while Richard Quinn's space was swathed in vivid polka dots and rose prints like a geometric magical garden. @Versace's space re-created a Gorgon's lair, populated with baroque columns and the brand's iconic Medusa's head.

"This exhibition is at the crossroads of fashion and technology. If you can see it, you can be it.", says Edward Enninful, British Vogue 's editor-in-chief.

XR Couture's AR Filters : Digital Fashion Takes Center Stage

XR Couture's exploration of augmented reality (AR) has led to an exciting and engaging way to showcase their Meta Drip Collection NFT. By adding AR filters that allow virtual try-ons of the collection, XR Couture has given NFT holders an innovative way to engage with their brand. And when it comes to creating AR filters, XR Couture is at the top of their game.

Their recent collaboration with SEGA games, initiated by Daichi Mukai , Sega Community Manager, on a series of AR filters for the popular @Yakuza game franchise is a testament to that. The filters, which have been regarded as "some of the best filters ever seen in AR," allow users to embody their favorite Yakuza characters with stunning accuracy.

Each filter has been carefully designed to showcase the unique traits and abilities of each character, creating a truly immersive and exciting experience for fans. For example, Ryoma's filter had lightning effects that would flash on the screen, while Hijikata's filter would feature sword yields that mimicked his sword-fighting skills.

The popularity of the Yakuza filters has been explosive, reaching millions of views within weeks of their launch. This success has helped XR Couture expand their reach beyond traditional channels and into the gaming community. It's clear that AR technology is an exciting tool for brands to engage with their audiences in new and innovative ways, and XR Couture is leading the way with their exceptional AR filters.

Future Metaverse is AR

As we move towards the Future Metaverse, the horizon for AR fashion stretches out before us, brimming with endless possibilities. We can now envision a world where practical, utilitarian garments suffice, and our most extraordinary fashion aspirations can materialize through the virtual layers of high-end couture, perceptible through AR devices like Google glasses or hearing aids. The idea of "wear clothes that don't exist" is no longer a far-fetched concept but a reality that is within our reach. The future of fashion is exciting, and we can't wait to see what the world of AR fashion has in store for us.

Subscribe to XR WEEKLY, we’ll be sharing the latest updates from the digital fashion world and insights on our journey as we continue to revolutionize the future of fashion. 

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