The Ukrainian fashion brand FINCH has collaborated with a local IT company to design a collection of semi-digital clothing with some exciting augmented reality features.
“By using augmented reality, a designer can create items beyond physical characteristics of fabrics or elements of clothing which do not exist in the real world, but can be seen as dynamic 3D objects in virtual reality,” said FINCH co-founder Kateryna Biakova.
The idea had first emerged in 2019, and by early 2020, the brand had introduced a few items, which have now expanded to a capsule collection presented at Ukrainian Fashion Week this month. The collection featured seven prints designed by contemporary Ukrainian artists.
Each item contains a QR code that activates an AR layer through an Instagram filter developed by FFFACE.ME. The company has helped several well-known brands such as Pepsi, Danone, Samsung, and Visa to create Instagram effects for their customers.
“Our message was that fashion production must be focused (on) the fact that the final result of wearing clothes is content production. And our fashion product makes content more powerful,” said FFFACE.ME CEO Dmitry Kornilov.
As per the company, the collection is designed to promote sustainability as it presents various digital looks incorporating an entire digital wardrobe. The items are priced at $70 to $178 per piece.
The company will also display the collection in Dubai at Expo 2020, which is set to begin from October this year.
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