At first glance, it looks like a simple t-shirt or hoodie, but once the smartphone’s camera is pointed at it, a virtual 3D animation appears.
Ukrainian family-run brand FINCH combined creative forces with a local IT company to create a collection of semi-digital clothing – real items that can be “upgraded” with augmented reality (AR) and live in both the real and digital worlds. are present.
“Using augmented reality a designer can create items beyond the physical characteristics of clothing or clothing elements that do not exist in the real world, but can be seen as dynamic 3D objects in virtual reality,” co-authored Finch. -Founder Katerina Biakova told Reuters.
A man uses his smartphone to watch a virtual animation on a creation as he goes on a presentation of a collection of partially virtual clothing with elements of augmented reality designed by the Finch brand.
Conceived in 2019, the idea of wearable AR clothing grew from a few items in 2020 to a capsule collection presented at Ukrainian Fashion Week in early September. It contained seven prints by contemporary Ukrainian artists.
Equipped with FINCH designs, the model performed in front of a tablet, streaming video from augmented outfits.
After scanning a QR code printed on an item, an AR layer is activated through an Instagram filter developed by FFFACE.ME, known for creating Instagram effects for global companies like Pepsi, Danone Company is. samsung and visa.
Dmitry Kornilov, CEO of FFFACE.ME, said that many people these days are more concerned with how they appear in social media than in real life.
“Our message was that fashion production should be focused on the fact that the end result of wearing clothes is material production. And our fashion product makes content more powerful,” he said. — Reuters
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