The Digital Fashion Week presented designers with a chance to show their collections to a global viewer instead of a small group of guests.
For the Digital Fashion Week Marine Serre developed Amor Fati, a movie launched on YouTube and developed 3 Instagram filters. The first AR Instagram filter highlights covers the user’s visage in her moon print, another black crystal running over the user’s face, while the third sets out a selfie taker in full Marine Serre jewelry with a radiant glow.
“It’s our only way to connect, and if you have something to say, say it. You shouldn’t feel shy. No one has the right answer on the best way to do fashion today, and I would encourage people to be honest and share [online]. People are really reactive. When I see people liking a video I post, or a regenerated garment we posted, it feels really good, because it feels like a community that can share and discuss and change things, I hope. And construct the future in a better way together.” – Marine Serre
AR, VR, and immersive technologies are fast becoming a common thing within the fashion world. Now, many designers are using social media to promote their fashion brands. And in due course, many fashion houses launched their own AR filters on Instagram.