14 July 2020
Author: Bruno Antunes Luis
Fashion weeks have provided key opportunities for designers and brands to secure orders from retailers around the world. Without them, the fashion sector needs an alternative model for presenting garments, underlining a possible changing paradigm for both consumers and buyers. Several advanced solutions are ready to go live – from AR-enabled product pages that give users a clear idea of sizing and texture, to proper physics applied to cloth simulation.
For traditional physical retailers switching to this digital paradigm, having schematics and patterns for creating 3D models of their products is not important. Most of those assets are already in-house or can be transformed from 2D images to 3D fairly easily. And once this is implemented as part of the design process at a brand level, it has the benefit of making personalisation scalable. Platforme, which is setting a new standard for made-to-order production, is maybe the most serious player in this domain.
Applications of AR still need to be fuelled by innovation in order to become something most of us will use on a daily basis though. Combining and connecting diverse skills from concept to implementation, aesthetic to engineering, this will mean sometimes welcoming sectors like gaming as part of the solution. And an important evolution of those foundations is right around the corner with breakthroughs such as MediaPipe from Google and Apple’s roll out of Lidar cameras across its product lines.
In a nutshell, AR is simply following the same curve as many previous technologies. Just as it adapted with the emergence of the internet and social media, the fashion industry will shift again using AR as a new tool to transmit culture and emotion.
Bruno Antunes Luis is the managing partner of Gaspard + Bruno, a creative company based between London and Lisbon.
Join LS:N Global today and gain access to our Fashion sector membership.