TAKING FASHION TO THE NEXT VIRTUAL LEVEL
We beat off tough competition from Vogue, Burberry and H&M in the ‘Beyond the Runway’ category at the Decoded Fashion’s Fashion Futures Awards 2017. Our interactive mixed reality project in collaboration with Fashion Innovation Agency and Reactive Reality with their Pictofit app was a stunning project demonstrating a clear pathway to the future of experience and retailing in fashion.
SABINNA PRESENTED THE FIRST INTERACTIVE AUGMENTED REALITY FASHION EXPERIENCE IN COLLABORATION WITH PICTOFIT AND THE FASHION INNOVATION AGENCYSABINNA presented her season 004 collection taking things one step further by allowing you to interact with the garments in the virtual world. Guests could directly mix and match SABINNA’s collection using Pictofit Augmented Reality technology on a Microsoft HoloLens. Each piece was captured by a rig of 64 high resolution DSLR cameras and calibrated light sources. Using cutting edge machine learning and mesh fitting methods, the garments have been prepared for Augmented Reality try-on. The Pictofit HoloLens application allows shoppers to switch garments with simple hand movements to style outfit combinations.
Sabinna Rachimova, founder and designer of SABINNA, said:
“As a brand that always questions existing patterns it is a big honour to partner with FIA for the world’s first augmented reality shopping experience. It is important to show the opportunities of fashion and tech collaborations. It is not only revolutionary, but it improves the overall fashion experience for my customers. It is not about throwing away existing patterns, it is about taking approved methods, adding something absolutely innovative and new, mixing it all together and creating something unique that respects the past, but is excited about the future.”
Stefan Hauswiesner, CEO of Pictofit, said:
“Augmented reality has the power to change how we interact with fashion. From the outfit decision in the morning to buying clothes online, we want to see how we are going to look. We want to be inspired, try different combinations and ask our friends what they think. It’s a social experience and a huge opportunity for AR to become something we use every day.”
Matthew Drinkwater, Head of the Fashion Innovation Agency, said:
“Introducing interactivity into Mixed Reality is a new step for the fashion industry and points towards next-generation experiences for consumers and designers. Immersive, transformative, the potential impact on the industry for this technology is huge.”