For her A/W 22 collection, designer Maisie Wilen decided to stage an immersive holographic experience as part of New York fashion week. Created with Yahoo!, the digital-first creative presented her designs in a physical-digital hybrid in tune with the very values of the evolving metaverse. Show-goers experienced projected holograms of virtual models wearing sequin skirts, graphic print bodysuits and staple vinyl belted trench coats, as SHOWstudio's fashion critic reported on first-hand at the time. However, the designs can still be experienced in augmented reality via an interactive website complete with scannable QR codes. Now Wilen has teamed up with leading digital fashion platform ZERO10 to take the experience one step further, combining fan and client-base as one.
Launching today, 30 June, the project offers real-time AR try on, powered by technology created by ZERO10. Using 3D body-tracking, segmentation and cloth simulation, ZERO10 provide a transformative experience where users can not only purchase and share digital garments, but try them on and discover new creatives, all available through their app. The partnership with Wilen will see the designer's A/W 22 collection launch on maisiewilen.com, with products accompanied by scannable QR codes which take users to the ZERO10 app where they can try on the Orbit City Dress, Utonium Coat and Stardust Dress through augmented reality.
'ZERO10’s AR capabilities created a perfect platform for exploring our signature prints and textiles, bringing them a new dimension through interactive animation. My FW22 collection was designed completely digitally and thematically played with the tension between reality and fantasy; offering a virtual, surreal version of the clothing is a natural progression for the collection', says Maisie Schloss, creative director of Maisie Wilen.