At first glance, it looks like an ordinary hooded T-shirt or sweatshirt, but once a smartphone camera points at it, you can see the virtual 3D animation.
Ukrainian family-run brand Finch combined creative forces with a local IT company to design a semi-digital clothing collection – real items that can be “updated” with augmented reality (RA) and that exist in both the real world as in the digital.
Also read: When Khadi becomes a sculpture, a pair of pants and an emotion
“By using augmented reality, a designer can create items beyond the physical characteristics of fabrics or clothing items that do not exist in the real world, but that can be seen as dynamic 3D objects in virtual reality,” he said. Rech co-founder Kateryna Biakova told Reuters.
Conceived in 2019, the idea of wearable clothing went from a few items in 2020 to a collection of capsules presented at the Ukrainian Fashion Week in early September. It included seven engravings by contemporary Ukrainian artists.
Given the designs of Finch, models made in front of tablets that transmitted videos of augmented costumes.
After scanning a QR code printed on an item, an AR layer is activated using an Instagram filter developed by FFFACE.ME, a company known for creating Instagram effects for global companies such as Pepsi, Danone, Samsung and Visa.
Dmitry Kornilov, CEO of FFFACE.ME, said many people are more concerned today about how they look on social media rather than in real life.
“Our message was that fashion production should focus (on) the fact that the end result of wearing clothes is content production. And our fashion product makes content more powerful,” he added. .
According to its creators, the collection promotes sustainability, as a piece can have several digital aspects and represent an entire digital wardrobe. Prices range from $ 70 to $ 178 per piece.
Finch says his designs can be used as a communication or marketing tool as they provoke user participation.
The collection will be exhibited in Dubai at Expo 2020, an international platform for innovation, science and art, which will begin in October.
Also read: How NRI musicians use fashion to pay homage to their roots