Sometimes it’s not that hard to imagine the technology of the future, but how do you begin to describe a fashion brand that exists almost entirely online, as a form of augmented reality?
Happy99’s 3D heels on a real-life model. Photo: Courtesy of HAPPY99 Sometimes it’s not that hard to imagine the technology of the future , but how do you begin to describe a fashion brand that exists almost entirely online, as a form of augmented reality? Ten years ago, that idea would have seemed bizarre. But now plenty of people are using face filters on Instagram and following fashion influencers who don’t exist off the platform; even big luxury brands like Dior are getting in on the action.
Feeling validated, the duo decided to extend their product range to clothing and produce a full-blown 3-D runway presentation. Although a few virtual runway projects had existed before, none featured clothes that were designed exclusively for the digital world.
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