“Augmented Reality (AR) but make it fashion!”
Officially hitting the runway, what looks like an ordinary t-shirt or sweatshirt can now come to life once a smartphone or camera is pointed at it.
Ukrainian brand FINCH teamed up with a local IT company to design a collection of semi-digital clothing. Taking real items like t-shirts, sweatshirts, just any kind of clothing an upgrade treatment with augmented reality that exists in real life and digitally.
“By using augmented reality a designer can create items beyond physical characteristics of fabrics or elements of clothing which do not exist in the real world, but can be seen as dynamic 3D objects in virtual reality,” FINCH co-founder Kateryna Biakova told Reuters.
In 2019, the idea of wearable AR clothing grew from a few items in 2020 to a capsule collection presented at Ukrainian Fashion Week in early September. It featured seven prints by contemporary Ukrainian artists.
Models in FINCH designs performed in front of tablets which streamed video of augmented outfits.
— Reuters (@Reuters) September 7, 2021
How does it work? After scanning a QR code printed on an item, an AR layer is activated through an Instagram filter developed by FFFACE.ME, a company known for creating Instagram effects for global companies like Pepsi, Danone, Samsung and Visa.
Dmitry Kornilov, FFFACE.ME CEO, said many people are more concerned nowadays about how they look in social media rather than in real life.
“Our message was that fashion production must be focused (on) the fact that the final result of wearing clothes is content production. And our fashion product makes content more powerful,” he added.