Another dimension: Augmented reality brings life to fashion show

25.02.2010 Design : Cassette Playa : Software

London – Augmented reality (AR) made its fashion debut last week at London Fashion Week.

London-based ‘techno, primal, tribal’ fashion label Cassette Playa decorated garments with symbols programmed to activate AR animation. Models instantly grew headpieces, changed colour and became avatar-like; momentarily of course.

According to Cassette Playa designer Carri Munden, the software, developed by the London College of Fashion’s Digital Fashion Studio, facilitates an extension of the self and adds ‘another layer to the purchase’.

Augmented reality is being increasingly incorporated into fashion. We recently reported on wearable magazine T-post, which uses the technology to engage its readers. To further see how brands are using augmented reality to engage with consumers, read our latest feature on AR technology.

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