Augmented Reality in Fashion: A Future Perspective

Introduction to AR in Fashion

Geoffrey Perez, global head of luxury at Snapchat, kicked off the evening with an outline of what fashion brands want from AR technology now, each when it comes to large-scale marketing and brand awareness, in addition to practical uses akin to virtual try-on and 3D design. Later, London Fashion Week designer Edward Crutchley shared his experiences of using AR to create 3D digital versions of certain catwalk looks.

The Rise of AR in Fashion

Covid lockdowns made a powerful use case for AR in fashion, as brands — forced to shut stores — sought ways to supply a 3D experience to shoppers online. “In the past two or three years AR has been very practical, very utility focused. Before Covid, brands were way more creative on the platform, using it as an open canvas. Today, brands are bridging the gap between practicality and creativity,” said Perez. He pointed to several practical advantages: an enhanced shopping experience, improved conversions and reduced return rates. The next phase, he argued, is for brands to start out adding AR layers to their very own apps and web sites.

A Designer’s Perspective

Crutchley, who launched his namesake brand at London Fashion Week in 2015, and can also be a textile consultant for Dior and Fendi, said he had been considering AR’s potential for a number of years before embracing it for his Autumn/Winter 2022 show last yr. “It has all the time been ticking away at the back of my head: what could I do with this? For me, craft isn’t a term that just applies to traditional things. Craft exists inside the digital world. I desired to explore the longer term of craft: why is something more precious since it’s been whittled by hand somewhat than draped through a programme? Both take a number of skill and a number of practice and a number of dedication to learn how one can do them properly.” Crutchley produced AR designs for his AW22 show, which showcased the potential of AR in fashion.

Benefits of AR in Fashion

The use of AR in fashion has several advantages, including an enhanced shopping experience, improved conversions, and reduced return rates. AR also allows brands to showcase their products in a more interactive and interesting way, which may help to extend brand awareness and customer loyalty. Additionally, AR may help to scale back the environmental impact of the style industry by reducing the necessity for physical prototypes and samples.

Conclusion

In conclusion, using AR in fashion is becoming increasingly popular, with many brands and designers exploring its potential. From virtual try-on and 3D design to enhanced shopping experiences and improved conversions, AR has the potential to revolutionize the style industry. As technology continues to evolve, we are able to expect to see much more modern uses of AR in fashion, and it can be exciting to see how brands and designers proceed to push the boundaries of what is feasible.