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  • Writer's pictureEugenie Mae

Bershka is the latest to release AR enabled clothing

Joining a long list of brands that are exploring the way emerging technologies like XR, AR, VR, and the Metaverse can reshape the fashion industry and consumer experience.

The utilisation of augmented reality (AR) continues to grow in popularity, particularly in the Web3 space. Brands using the technology for clothing or in other areas of their fashion offerings include names like Louis Vuitton, RTFKT, SOL3MATES, Cult & Rain, and more.

Recently joining the party is global fashion retailer Bershka, who with the help of FFFACE.ME has developed its first full line of "semi-digital" clothing, titled "Wearable Art."

As brands like BOSS, Tommy Hilfiger, Ralph Lauren, Burberry, Gucci, and more continue to explore the Metaverse as a place for new experiential fashion — Bershka is looking to present its own take.

Launched in Lisbon, the “Wearable Art” collection engages the concept of digital interaction, allowing customers to augment physical clothing items through Instagram filters developed by FFFACE.ME.

Known as an award-winning XR and Web3 Product House, FFFACE.ME has been at the forefront of AR filters, digital clothing, virtual influencers, and various Metaverse projects — providing individuals and entire companies with tools they can use to produce and explore new types of social content.

“Back in 2019, FFFACE.ME pioneered the development of clothing designed for content creation – Semi-digital clothing,” said Kristine Egiazarian, the platform’s creative produсer, in a comment first shared by The Industry.

She further explained that “we merge digital and physical fashion by combining the tangibility of physical clothing for our physical persona with the ability to create non-trivial content in social media for our online persona. Together with Bershka, this use-case becomes a mainstream, mass-market trend.”

In celebration of the launch, Bershka organized an immersive in-store installation that allowed visitors to explore various aspects of digital clothing. Another highlight drawn from “Wearable Art” is the opportunity for a more sustainable fashion industry.

Through the ability to present a single piece of clothing in theoretically an unlimited amount of variations via AR, consumption could vastly decrease over time and potentially put an end to “fast fashion.”

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