Ukrainian clothing brand FINCH together with the studio for augmented reality products FFFACE have released a capsule for half of virtual clothing. Digital clothing was created in response to the growing trend towards digital fashion and the global transition to Fashion Tech.
The sweatshirt and T-shirt made of FFFACE x FINCH capsule have a virtual 3D-animation, which works in the smartphone camera when hovering over the print via Instagram.
AR clothing is designed specifically for content creation and digital reactions.
In today's world, consumption to create content is growing. But instead of buying more different things to create more fashion photos and videos, the creators of the capsule offer to translate such consumption into digital, thus freeing up space in the wardrobe and supporting the idea of sustainable consumption. After all, one unit of clothing can have several AR effects.
The key value of AR-clothing is that it can be customized in the environment where there is the most contact with our looks - in social networks. And if dozens of people come across our real clothes every day, in the digital environment, that number is hundreds or thousands of contacts every day.
Elements of augmented reality in such clothing for users who browse the pages with it, as real as real. And the reactions we receive through social networks have the same weight as compliments at the meeting, while the uniqueness and unusualness of the content increases the involvement and coverage.
Unlike previous attempts to implement a similar concept, and in particular Vetements, activation of AR does not require the installation of other applications, and the animation itself has finally gone beyond the plane and statics. Instead of static 2D, the user sees unusual 3D animations that go beyond the subject of clothing and move in real time.
The main facts about AR-clothing FFFACE x FINCH:
• To activate the AR layer, simply open the Instagram effect and hover over the print. By activating the animation in this way, you can immediately post content and receive likes.
• The design concept was inspired by the basic elements that make up our universe - Organics and Inorganics, embodied by plants with tentacles and glass.
• Thanks to the implementation of the functionality based on the Instagram filter, the effect is not only available to everyone, but can also be constantly updated without changes in the physical version of the clothes. In a month FFFACE will add a second AR-layer to each item of clothing. Thus, owners, having one physical thing, will get two or more digital bows.
• The physical embodiment of the product was performed according to all quality standards from FINCH. In addition to the usual comfortable cut, the clothes feature a stripe with a print, which is not susceptible to protrusion and burnout and works as a marker for the filter in any lighting.
All videos showing the work of AR-clothing, shot on a smartphone, can be viewed on the YouTube channel.
Photo: Maxim Golub Photo and video production: THUZZZ