December marked the industry with high profile collaborations, let’s see and try on ourselves the latest trends in Fashion AR.
DressX and Bershka
Bershka has partnered with virtual fashion platform DressX to launch a new AR-only collection. Purely digital fashion line was available to "wear" via augmented reality (AR) Snapchat lens filters on DressX mobile application.
Items included a metallic bubble dress, an oversized feather coat, shimmering glow dress and chunky gold multilayer chain necklaces.
H&M and the Institute of Digital Fashion
One of my personal favorites in terms of style and design was the collaboration between H&M and the Institute of Digital Fashion, the London-based digital fashion studio.
H&M has brought together the worlds of fashion and technology by creating a collection that transcends across dimensions combining physical and digital pieces together. The partnership between the two brands builds on H&M's commitment to innovation in fashion.
A digital collection of three pieces that has been co-designed by H&M and the IoDF was available via AR Try-On Lenses via H&M's mobile app, as well as globally on Snapchat.
I believe that in 2023 we will see more and more similar collaborations where fast fashion brands explore the potential of AR technology as online as in physical stores. Apart from the fact that we can use the pieces for social media content and posts, with looks made to be implemented into photos, we would also be able to check how the size suits us in-store when the items are not available.
The potential of Augmented Reality in fashion is enormous, and we will see big progress this year with new applications coming soon.
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