During Fashion Week, creative technology studio Superbright, working with xAd, stunned a 200+ audience with a fashion show that was truly one of a kind. It had all the regular elements of a fashion show: a runway with attractive models and well-designed outfits, but this show also tried something new, augmented reality.
There are multiple types of augmented reality, most notably marker-based and GPS-based. This show used a marker-based system, in which a device has to use a camera to recognize some kind of physical marker in the real world. In this case, two 12 foot banners on the side of the runway were used. Once the app recognizes the markers it overlays a digital image or video onto those markers.
GPS-based augmented reality uses a location to provide the user with relevant data in the surrounding area. A simple example would be using your phone to find nearby restaurants or gas stations, or Pokemon Go.
On the day of the AR fashion show, the audience was able to use their mobile devices, as well as provided iPad’s running the application, to get a whole new perspective on the models and clothes. First, the audience members downloaded a custom app to their tablet or phone. Once downloaded the audience logged in and held the device up to view the stage. The showrunners were able to use the app to see how many people had logged in and as soon as they saw that the majority of the audience was synced they began the show.
Through their devices, the audience could see the digital effects added to the physical production. Colorful cubes shifting across the stage and flying pallets gave additional information about the models and clothes. These 3D elements were synchronized to follow each model down the runway.
The show itself was short with only a few models and outfits. In that short runtime, the audience was stunned by the clothing designed by Lindsay Frimodt, and the AR graphics provided by Superbright. The infographic below has more details about this amazing event.
Augmented Reality Fashion Show
Superbright is a creative technology studio in Bushwick that makes AR, VR and physical computing experiences as thought-provoking as they are practical. They are hosting a VR artist residency in their studio this coming March that will highlight their most recent product Reverie, a ‘world builder’ for virtual reality development. To learn more about Superbright and the AR fashion show visit their website.
If you would like to learn more about the fashion designer Lindsay Frimodt visit her website.