A Week in WebAR: Fashion Edition — Vogue, Dior, KHAITE, Mulberry and More
Vogue Singapore brings the catwalk to your home, Dior sends out a magical invite, KHAITE brings its SS21 lookbook alive and Mulberry lets you hold a virtual Iris handbag.
by Tom Emrich
Augmented Reality has become quite in vogue with fashion brands that are using this technology to bring the runway to your home, help consumers get up-close and personal with clothing and accessories and more. And with 8th Wall WebAR, this can all be made possible with no app required.
The Catwalk Goes Virtual in a Vogue Singapore AR Feature
Singaporean actress Fiona Xie was transformed into a hologram to model one of three fabulous ways to wear a sequined turtleneck. Created by HoloMe, Vogue Singapore chose WebAR as a new way for Vogue readers to get up close with fashion. By clicking on the 2D image of Fiona Xie wearing a sequin Valentino turtleneck online, readers are sent to the WebAR experience where they are able to place her hologram in their space and watch her come alive to model the look.
👗 Bring the catwalk to your home by trying the experience yourself here.
Dior Uses WebAR to Create a Magical Invite for Its Haute Couture House
For the Autumn-Winter 2020–2021 Haute Couture collection, Atomic Digital Design worked with the Maison Dior to turn its invitations into an immersive experience. The designer brand wanted the WebAR experience to echo the world of enchantment and the same sense of wonder as its real life couture, which is contained in a traveling trunk bearing the emblematic facade of the brand at the House of Dior. Upon scanning the famous facade with your smartphone, the house literally opens its doors to unveil one of the miniature pieces of the collection: the evening coat full of pleats and ruffles.
In addition, for the Cruise 2021 fashion show, Atomic Digital Design used 8th Wall Face Effects to let users try on golden crowns from the collection on the front camera.
Three UK shows the Future of Fashion at London Fashion Week
In a global fashion first, Three UK teamed up with volumetric video leader Dimension to showcase a holographic fashion show at London Fashion Week. Using 5G-powered smartphones, audience members were able to watch a WebAR-enabled hologram of Adwoa Aboah walk down what appeared to be an empty catwalk to model the latest collections at Central Saint Martins. Even more exciting, the real Adwoa was able to watch a volumetric video copy of herself walk down the runway as she sat in the front row.
“Dimension continues to push the boundaries of volumetric production and webAR. This is another incredibly powerful example, delivering 20ft projections of the supermodel at London Fashion Week and integrating captures into 8thWall WebAR,” said Adam Smith, Head of Production at Dimension.
💃 Read more about this futuristic fashion show on the Dimension website.
KHAITE Turns to WebAR for Its Spring/Summer 2021 Lookbook
New York-based fashion label KHAITE used WebAR to preview its Spring-Summer 2021 collection. Lookbook readers scan a QR code found in the physical book to activate the augmented reality experience, which drops 3D versions of KHAITE’s new slingback heels, patent ankle boots, gladiator sandals and other SS21 shoes into the user’s space for them to view from all angles. The same experience, created by agency Rose Digital, was also made available to all online users on the KHAITE website.
“It really feels like you’re handling the shoe in a store,” Catherine Holstein, Founder at KHAITE told Vogue in a feature on KHAITE’s use of WebAR.
Mulberry Lets Shoppers Hold a Virtual Iris Handbag Before Buying the Real Thing
For the launch of Mulberry’s Iris handbag, a WebAR experience was created by M — XR using high quality, realistic 3D renderings of the bag. The experience, which launched at three event locations around the world, was triggered from a custom printed Mulberry beermat which then presented an exact 3D replica of the Iris handbag — with accurate colors, textures, and materials. Users could then customize the product’s handle and body color and was given the option to snap a screenshot and/or buy the bag on mulberry.com.
👛 Read more about this luxury brand experience in this M — XR case study.