Augmented Reality

1. a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view.

Augmented reality as per the description, is about the integration of virtual technology in the real world, so at a basic level, something like a snapchat filter or an Instagram filter that adds an animal face on yours, or edits your face/ fore or background to something different. This can be a great tool to advertise or spread your brand on these social platforms as people feel like they’re part of something, but don’t have to invest money in to it. For example, brands will create a face filter for Instagram, that they advertise with Influencers, that contains drop dates or products that they’re about to release, this is a great way to interact with people and is basically free advertisement that can go as far as good the filter is.

Brands like Gucci and Dior have already used snapchat filters to advertise virtual sneakers that you can try using your camera on your phone, just by searching their name on snapchat. This is a subtle way that a lot of brands use to advertise now. The Institute of Digital Fashion have utilised augmented reality a lot in the past couple of years. One of the projects they’ve worked on is with Machine-A, the London based concept store that focuses on virtual reality clothing,

‘The virtual store, a first for a luxury multi-brand retailer, was developed in partnership with the Institute of Digital Fashion to coincide with London Fashion Week’s start on February 19. Machine-A will showcase the work and inspiration of emerging UK designers like Martine Rose, Richard Quinn and A-Cold-Wall, to boost visibility during a particularly quiet fashion month that’s limited to digital-only shows and experiences. The project was strategised, delivered and funded by IoDF.’ (Chitrakorn, 2021).

This was made during lockdown to get around the fashion week, and the lack of in physical events we have. Now lockdown is finished and we have more access to more sets and technology. Augmented reality has a lot of potential and a massive part of the future of digital fashion in my opinion, from marketing new products to providing more in-depth remote services and fashion fittings etc. This is something that will be used from fast fashion brands all the way up to luxury and conceptual fashion brands and designers. In terms of the metaverse, I think it has a lot of positives to add, and I think it’ll adapt and become more and more potent in different ways as we move in to more digital reliant world.