At first glance, it looks like a simple t-shirt or hoodie, but once the smartphone’s camera is pointed at it, a virtual 3D animation appears.
Ukrainian family-run brand FINCH combined creative forces with Ukrainian IT company FFFACE.ME to create a collection of semi-digital clothing – real items that can be “upgraded” with augmented reality (AR) and exist in both the real and digital world.
“Using augmented reality a designer can create items beyond the physical characteristics of clothing or clothing elements that do not exist in the real world, but can be seen as dynamic 3D objects in virtual reality,” co-authored Finch. -Founder Katerina Biakova told Reuters.
Conceived in 2019, the idea of wearable AR clothing grew from a few items in 2020 to a capsule collection presented at Ukrainian Fashion Week in early September. It contained seven prints by contemporary Ukrainian and foreign artists.
Designed by FFFACE.ME and FINCH, the model performed in front of a tablet that streamed video from augmented outfits.
After scanning a QR code printed on an item, an AR layer is activated via an Instagram filter developed by FFFACE.ME, which is used to create Instagram effects for global companies such as Pepsi, Danone, Samsung and Visa. Well known company.
Dmitry Kornilov, CEO of FFFACE.ME, said that nowadays many people are more concerned about how they appear in social media than in real life.
“Our message was that fashion production should be focused on the fact that the end result of wearing clothes is material production. And our fashion product makes content more powerful.”
According to its creators, the collection promotes sustainability, as a single piece can have multiple digital forms and stand in for an entire digital wardrobe. Prices range from $70 to $178 per piece.
Finch says the designs can be used as a communication or marketing tool because they inspire users to engage.
The collection will be displayed at Expo 2020 in Dubai, an international forum for innovation, science and the arts, starting in October.
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