The Future of Fashion in Augmented Reality

Introduction to Augmented Reality in Luxury Fashion

Whether it’s allowing Louis Vuitton fans to cover famous landmarks in artist Yayoi Kusama’s polka dots, or letting people try on Cartier’s recently reissued Tank Française watch, augmented reality is carving out a crucial role in luxury fashion. The technology has evolved rapidly over the past three years, bringing recent opportunities to interact global audiences.

The Evolution of AR in Fashion

On 21 February, during London Fashion Week, a night reception was hosted to debate AR’s possibilities. The reception marked the Vogue x Snapchat’s Redefining the Body exhibition, which is open in London until 5 March. Guests on the reception included representatives from Chanel, Marc Jacobs, Farfetch, Moncler, and Selfridges.

Conversations on the Future of Fashion

Gallery: Conversations on the long run of fashion with Vogue Business and Snapchat. Geoffrey Perez, global head of luxury at Snapchat, kicked off the evening with an summary 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 reminiscent of 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 Benefits of AR in Fashion

Covid lockdowns made a robust 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.

Real-World Applications of AR

Crutchley, who launched his namesake brand at London Fashion Week in 2015, and can 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 at all times been ticking away behind 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 long run of craft: why is something more beneficial since it’s been whittled by hand moderately than draped through a programme? Both take lots of skill and lots of practice and lots of dedication to learn how you can do them properly.”

Conclusion

In conclusion, augmented reality is revolutionizing the posh fashion industry by providing recent and modern ways to interact with customers, create immersive experiences, and showcase products. As the technology continues to evolve, we are able to expect to see much more creative and practical applications of AR in the style world. With its ability to reinforce the shopping experience, improve conversions, and reduce return rates, AR is about to play a serious role in the long run of luxury fashion.