{"id":2315,"date":"2023-06-16T21:50:42","date_gmt":"2023-06-16T21:50:42","guid":{"rendered":"https:\/\/afwme.com\/?p=2315"},"modified":"2023-06-16T22:26:13","modified_gmt":"2023-06-16T22:26:13","slug":"different-ways-augmented-reality-and-fashion-met-this-year","status":"publish","type":"post","link":"https:\/\/afwme.com\/?p=2315","title":{"rendered":"Different Ways Augmented Reality and Fashion Met This Year"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2315\" class=\"elementor elementor-2315\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ec5ca10 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ec5ca10\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e053ec2\" data-id=\"e053ec2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4d07128 elementor-widget elementor-widget-heading\" data-id=\"4d07128\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 20-09-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h5 class=\"elementor-heading-title elementor-size-default\">Fashion meets augmented reality experiences\n<\/h5>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-01e7675 elementor-widget elementor-widget-heading\" data-id=\"01e7675\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FASHION AND TECHNOLOGY HAVE FINALLY CROSSED PATHS AND THE RESULTS ARE CREATIVELY WEIRD, FUN, EXPERIMENTAL, QUIRKY AND DEFINITELY HAVE MILLENNIAL\u2019S AND GENZ\u2019S ATTENTION!\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-44b48bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"44b48bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-de5e043\" data-id=\"de5e043\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c14454b elementor-widget elementor-widget-text-editor\" data-id=\"c14454b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.16.0 - 20-09-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">From digital editorials altering what\u2019s real and what\u2019s not to weird moving forms, all adding to the augmented experiences in the spirit of wowing brand enthusiasts like never before!<\/span><\/p><h3><span style=\"font-weight: 400;\">SO WHAT IS AUGMENTED REALITY?<\/span><\/h3><p><span style=\"font-weight: 400;\">Augmented Reality is technology that is computer generated which provides images on a person\u2019s view of the real world using sensory modalities including, visual, auditory and haptic, basically mixing whats real and digital to create a new hybrid experience.<\/span><\/p><h3><span style=\"font-weight: 400;\">AUGMENTED REALITY REVOLUTIONIZES ON HOW CONSUMERS INTERACT WITH BRANDS.<\/span><\/h3><p><span style=\"font-weight: 400;\">According to Augmented Reality Post, about 62% of consumers believe that AR could help them when they are shopping for goods.<\/span><\/p><p><span style=\"font-weight: 400;\">Millennials are the largest consumers for market brands, and they have a \u2018tech-savvy\u2019 characteristic. This aligns well as many millennial consumers find it natural to shop or purchase off technological and social media platforms.<\/span><\/p><p><span style=\"font-weight: 400;\">New age augmented fashion apps <\/span><a href=\"https:\/\/vrscout.com\/\"><span style=\"font-weight: 400;\">(Source: VRScout.com)<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Augmented Reality makes it so much easier and convenient to shop when it creates a new hybrid experience that Zara decided to explore this concept and had installed AR into their customers shopping experience, by just one click of a button and the consumer had access to the latest clothing line as it popped up right in front of their eyes!<\/span><\/p><h3><span style=\"font-weight: 400;\">AUGMENTED REALITY MEETS FASHION APPS<\/span><\/h3><p><span style=\"font-weight: 400;\">Many fashion brands are embracing Augmented Reality and taking the use of their fashion apps to the next level of experience. For many brands, AR can become easily accessible through Apple\u2019s ARKit and Google\u2019s ARcore which allows for easy smart phone integration. Many fashion brands such as Burberry and Vogue rely on Apple\u2019s ARKit and have started to apply the technology to their apps.<\/span><\/p><p><span style=\"font-weight: 400;\">AR experience in fashion is not limited to only clothes. Cosmetic, jewellery and shoes brands have all invested positively in AR and already experimenting in new user experiences.<\/span><\/p><p><span style=\"font-weight: 400;\">MAC recently installed AR with virtual try-on mirrors. The mirrors rely mainly on facial recognition and maps your face for an accurate appearance.<\/span><\/p><p><strong>HERE ARE 5 DIFFERENT WAYS TECHNOLOGY ENCOUNTERED THE FASHION INDUSTRY THIS YEAR AND PERHAPS YOU COULD GET INSPIRED AND CREATE NEW EXPERIENCES FOR YOUR CONSUMER!<\/strong><\/p><h3><span style=\"font-weight: 400;\">CLOTHING FREE POP-UPS<\/span><\/h3><p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Lego and Snapchat popup with augmented reality <\/span><a href=\"https:\/\/afwme.com\/blog\/5-different-ways-augmented-reality-and-fashion-met-this-year\/#705810bf7435\"><span style=\"font-weight: 400;\">{source: LEGO Wear &amp; Forbes}<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Yes, you read right, fashion pop ups but with no clothing in sight! Think you going to browse through rails of clothing? think again.<\/span><\/p><p><span style=\"font-weight: 400;\">Augmented reality pop up stores are one of the interesting collaborations so far this year between Snapchat and Lego Wear \u2013 Launching a first exciting collection for adults.<\/span><\/p><p><span style=\"font-weight: 400;\">The popup experience was released in time for London fashion week, it was an empty space only displaying a Snapcode which visitors scanned in order to access the virtual store that included a DJ booth, arcade machine, Lego bounder and of course the virtual collection for purchase.<\/span><\/p><p><span style=\"font-weight: 400;\">This unconventional gamified collaboration kept Millennials and GenZ engaged and didn\u2019t allow for the passivity of browsing, the experience brought digital and the physical environment together for the most innovative shopping experience. Read our previous article on pop ups becoming more about experiences than hard sales as a shifting trend for 2019.<\/span><\/p><h3><span style=\"font-weight: 400;\">AR FASHION FLAGSHIPS<\/span><\/h3><h3><span style=\"font-weight: 400;\">PERSONALIZED SHOPPING EXPERIENCES<\/span><\/h3><p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Chanel augmented reality customer experience <\/span><a href=\"https:\/\/thecurrentdaily.com\/2018\/11\/27\/chanels-new-paris-flagship-will-test-augmented-retail-concept\/\"><span style=\"font-weight: 400;\">(Source: CurrentDaily)<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">The newly opened Chanel Store in the French capital of Paris, is now a destination for cutting-edge retail experiences centered around personalization shopping thanks to the implementation of augmented reality technology.<\/span><\/p><p><span style=\"font-weight: 400;\">Earlier this year, Chanel announced a partnership with Farfetch to develop online and in-store clientele tools. As part of this vision, \u2018Augmented Retail\u2019 will leverage digital resources and data to prioritize customization and an elevated shopping experience with the luxury brand. These efforts will also be supported by the launch of a dedicated Chanel app.<\/span><\/p><p><span style=\"font-weight: 400;\">Now when you shop Chanel, everything will be suggested to your preference<\/span><\/p><h3><span style=\"font-weight: 400;\">MOSCHINO X H&amp;M<\/span><\/h3><p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Moschino x H&amp;M augmented fashion show with Magic leap <\/span><a href=\"https:\/\/vrscout.com\/news\/magic-leap-ar-fashion-show\/\"><span style=\"font-weight: 400;\">(Source: magic-leap.reality.news)<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">In addition to <\/span><a href=\"https:\/\/www.harpersbazaar.com\/uk\/fashion\/fashion-news\/g23716714\/handm-moschino-collection-pictures-unveiled\/\"><span style=\"font-weight: 400;\">H&amp;M x Moschino collaboration<\/span><\/a><span style=\"font-weight: 400;\">, in order to see the pieces in-person from the runway in New York City, people were allowed to partake in an exciting experience powered by <\/span><a href=\"https:\/\/vrscout.com\/news\/magic-leap-ar-fashion-show\/\"><span style=\"font-weight: 400;\">Magic One Leap.<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">Selected guests attended the fashion show modeled in an old school tv! attendees were able to touch and experience the collections set out throughout the room and had virtual experiences of the products. The show connected the real and virtual creating what we call augmented reality.<\/span><\/p><p><span style=\"font-weight: 400;\">With the success of the show, H&amp;M is looking to create more technologically advanced experiences with their brand, as Anna Tillberg Pantzar from H&amp;M\u2019s Laboratory announces, \u201cThis is a glimpse of the future. We\u2019re taking the virtual world and making it come alive in a physical experience.\u201d<\/span><\/p><h3><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">ASOS EXPERIMENT WITH AR<\/span><\/h3><p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Asos augmented models in their shopping app <\/span><a href=\"https:\/\/www.standard.co.uk\/fashion\/asos-augmented-reality-virtual-catwalk-app-a4169046.html\"><span style=\"font-weight: 400;\">(source: standardUK)<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">ASOS has started to experiment with Augmented Reality, they have launched an AR catwalk feature on their app in partnership with London-based augmented reality firm, HoloMe, is available now through the Asos app!<\/span><\/p><p><span style=\"font-weight: 400;\">ASOS experimental application users are able to point their smartphone camera at a flat surface, at the click of the AR button a virtual model pops up in front of them as if on a catwalk displaying the item of choice! People have described it as so realistic as a model pops up in front you when viewing products.<\/span><\/p><p><span style=\"font-weight: 400;\">Janosch Amstutz, chief executive at HoloMe, said in a statement: \u201cBy allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience. We are excited to see how our technology can be used as a new way to communicate to the customer.\u201d<\/span><\/p><p><span style=\"font-weight: 400;\">Asos has also launched an action on Google Assistant, allowing customers to shop with just their voice, and has introduced an AI-driven Fit Assistant to help customers get the right size all the time!<\/span><\/p><h3><i><span style=\"font-weight: 400;\">MIXED-REALITY FASHION SHOWS<\/span><\/i><\/h3><p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">London Fashion Week mixed reality 5G fashion show \u2013 <\/span><a href=\"https:\/\/www.arts.ac.uk\/colleges\/central-saint-martins\/stories\/worlds-first-mixed-reality-catwalk\"><i><span style=\"font-weight: 400;\">London Powered by a 5G fashion show.<\/span><\/i><\/a><\/p><p><span style=\"font-weight: 400;\">Central Saint Martins has recently hosted its 5G cat-walk at two very popular fashion shows. New York Fashion week was fully functioned by a mixed-reality one-of-a-kind experience. Due to the tech-heavy requirements of the show, London Fashion Week was powered by Three Mobile\u2019s 5G technology thanks to a new partnership between Central Saint Martin\u2019s and the telecommunications provider.<\/span><\/p><p><a href=\"https:\/\/www.arts.ac.uk\/colleges\/central-saint-martins\/stories\/worlds-first-mixed-reality-catwalk\"><span style=\"font-weight: 400;\">Created by graduating student Gerrit Jacob,<\/span><\/a><span style=\"font-weight: 400;\"> the collection combines clip-on ties and teddy shoes with skull and tiger motifs which took animated form in the space above the catwalk. Ten lucky FROW attendees were able to watch the show wearing<\/span><a href=\"https:\/\/www.standard.co.uk\/tech\/magic-leap-one-augmented-reality-headset-confirmed-for-2018-a3724921.html\"><span style=\"font-weight: 400;\"> Magic Leap\u2019s One headsets<\/span><\/a><span style=\"font-weight: 400;\"> and get to witness designer Gerrit Jacob\u2019s designs come to life in more ways than one.<\/span><\/p><p><span style=\"font-weight: 400;\">This kind of mixed-reality experience that was created could potentially be used in shops around the globe and open the idea to experimentation of realities that ultimately bring product enhancement.<\/span><\/p><p><a href=\"https:\/\/vimeo.com\/318156652\"><span style=\"font-weight: 400;\">Watch the amazing augmented experience here\u00a0<\/span><\/a><\/p><p><strong>WHEN FASHION BRANDS EXPLORE AND INCORPORATE THE IDEA OF AUGMENTED REALITY GOING FORWARD IT BECOMES EASIER FOR CONSUMERS TO ENGAGE IN THE JOURNEY AND GLOBAL DIGITAL SHIFT.<\/strong><\/p><p><span style=\"font-weight: 400;\">As augmented reality makes it possible for reality-bending visualizations to be created, many of the products were brought to life with dynamic animations. Brands are creating never before experiences and interactions which is incredibly exciting and we can\u2019t wait to see what is next!<\/span><\/p><p><span style=\"font-weight: 400;\">We for see that the game is set higher and fashion brands need to plan a market strategy that not only includes social media engagement but also now digital experiences.<\/span><\/p><p><span style=\"font-weight: 400;\">Designers may have to start understanding technology, brands may have to start including tech savvy developers or collaborators onto their teams.<\/span><\/p><p><span style=\"font-weight: 400;\">In all honesty fashion and technology were destined to eventually cross paths and the inevitable relationship is one that we are definitely looking forward to at FWME and Fashion Foresight!<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Article written by Africa Fashion Week Middle East founder<\/span><\/p><p><strong>Badrriya Henry<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Fashion meets augmented reality experiences FASHION AND TECHNOLOGY HAVE FINALLY CROSSED PATHS AND THE RESULTS ARE CREATIVELY WEIRD, FUN, EXPERIMENTAL, QUIRKY AND DEFINITELY HAVE MILLENNIAL\u2019S AND GENZ\u2019S ATTENTION! From digital editorials altering what\u2019s real and what\u2019s not to weird moving forms, all adding to the augmented experiences in the spirit of wowing brand enthusiasts like [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}}},"categories":[1],"tags":[],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"developer","author_link":"https:\/\/afwme.com\/?author=1"},"uagb_comment_info":0,"uagb_excerpt":"Fashion meets augmented reality experiences FASHION AND TECHNOLOGY HAVE FINALLY CROSSED PATHS AND THE RESULTS ARE CREATIVELY WEIRD, FUN, EXPERIMENTAL, QUIRKY AND DEFINITELY HAVE MILLENNIAL\u2019S AND GENZ\u2019S ATTENTION! From digital editorials altering what\u2019s real and what\u2019s not to weird moving forms, all adding to the augmented experiences in the spirit of wowing brand enthusiasts like&hellip;","_links":{"self":[{"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts\/2315"}],"collection":[{"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2315"}],"version-history":[{"count":9,"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts\/2315\/revisions"}],"predecessor-version":[{"id":2375,"href":"https:\/\/afwme.com\/index.php?rest_route=\/wp\/v2\/posts\/2315\/revisions\/2375"}],"wp:attachment":[{"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2315"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2315"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/afwme.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2315"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}