There’s been a couple of great examples of virtual technologies applied to the fashion industry this past week.
The first is from Empreinte, a French underwear brand that showcased a 3D holographic mannequin in its Paris store from May 23 – 26.
The masked and lingerie-clad model, who only appeared after 9pm when it was dark outside, grabbed attention by moving around in the window of the boutique for passersby to see, before disappearing in a shower of stars.
Take a look at the video below:
The second example is actually just an idea, but I loved the pic that went with it, not to mention the very simple concept of being able to see what items people are wearing by using augmented reality.
How many times do we like the look of someone else’s outfit in the subway and never know where it’s come from? And how long until we can, giving new meaning to the term ‘street shopping’…
Triumph has partnered with augmented reality technology provider Holition to offer shoppers at Selfridges in London, the opportunity to virtually try on its new collection.
Through the ‘Fantasy Mirror’, women can see themselves wearing items from the Triumph Essence line, without removing a single item of clothing. The mirror uses a motion sensor camera that scans anyone standing in front of it. Infra-red technology then creates an accurate 3D reconstruction of the environment, facilitating a female avatar with real-time movement.
Jonathan Chippindale, CEO of Holition, said: “The Fantasy Mirror demonstrates how 3D virtual reality solutions can be used to develop the consumer experience. We have integrated elegant design with innovative technology to give female shoppers something they have never seen before. The mirror is not an alternative to trying-on clothes, but an additional shopping experience. Consumer expectations are constantly changing as technology evolves and Holition is proud to support this evolution by providing complementary services.”
The Fantasy Mirror was created in partnership with OgilvyAction, and unveiled at Selfridges last month alongside the new Triumph collection, by Helena Christensen (as pictured).
UK lingerie brand La Senza has unveiled an interactive lookbook on Facebook, allowing shoppers to buy its summer 2011 swimwear line directly from within a film.
The initiative, a UK first, aims to assist the brand in reaching its target audience of 18-24 year old females.
Created by ad agency Karmarama, and shot in the style of a music video, the film (below) features six bikini-clad girls on a nudist beach in Malibu. As they emerge from the sea to the surprise of the nudists they are chased away by a lifeguard. They soon turn on him and wrestle him to the ground. The film ends with the words “Be Bold”.
Jono Holt of Karmarama, said: “We’re thrilled to be bringing the UK a Facebook first and offering La Senza customers a new and exciting way to shop”.
The accompanying soundtrack is Punching in a Dream by Naked and Famous.
It launches under the Club La Senza tab on the brand’s Facebook page today. Or you can watch it, here: