AR in High Fashion

The innovation of augmented reality has resulted in many new ways for us to try new things and experiences. One example being how we try on clothes/choose clothing. I am going to go over two different ways the fashion industry has included augmented reality in their advertising resulting in more traffic toward their brand. Specifically I’m going to talk about two different augmented reality lenses/filters. Dior, Gucci, and other high fashion brands have integrated the use of augmented reality into the shopping experience through virtual try-ons. For example, Dior has a set of filters for Snapchat and Facebook that allow users to try on accessories like hats or sunglasses. Gucci has a filter within the app that allows the user to virtually try on a pair of sneakers. Customers have the opportunity to see what a product looks like on them before purchasing. This is especially convenient for online purchases and big ticket items. The second type of augmented reality fashion experience is not necessarily a try on one, but an embedded 360 view of a product. For example Burberry began using Google search technology to allow customers to place a product in front of them and scroll their finger around to see different angles of the product. Burberry included larger accessories like bags and purses.

The majority of this information comes from a source called Electronic Runway which caters to peoples interested in fashion and technology. I think this use of augmented reality is very useful and functional for people into clothing. These items are luxury pieces and it’s very nice to see what something might look like on especially if you’re buying it online. I think this was a very appropriate use of augmented reality and quite creative. I think anyone into fashion or anyone who is buying a luxury item as a gift or for themselves would find this technology very useful.

I have linked here the Gucci app ( https://apps.apple.com/us/app/gucci/id334876990 ) and some screenshots of the AR try on! To “try on” shoes and accessories simply open the app and select the “try on” tab on the opening screen.

From the Gucci App