Augmented Reality Enters the Fashion World

Augmented reality (AR) is a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.On the spectrum between virtual reality, which creates immersive, computer-generated environments, and the real world, augmented reality is closer to the real world. 

Last month’s Fashion Week brought Augmented Reality into the runway-fashion space for the first time ever. Creative technology studio, Superbright, used an app associated with a marker-based system to make the appropriate graphics appear alongside its respective clothing items from designer, Lindsay Frimodt. The 200+ members of the audience were encouraged to download an app specific to the event onto their mobile devices or on iPads provided. As models strolled down the runway, graphics would pop up with information detailing the items each model was wearing and where the items could be purchased.

While the show only featured 5 outfits and lasted 4 and a half minutes, the use of augmented reality in fashion shows in the future could be an industry game changer. Not only were audience members able to get detailed information about clothing items on display, but also turned what can typically be an event that remains fairly traditional and does not stray far from the norm, and turned it into an exciting and interactive experience for audience members.

Below is the full infographic by Forbes:

augmented reality fashion show