Paris Fashion Week Introduces AR Kiosks for Virtual Fashion Experience
This season, Paris Fashion Week is embracing the digital world by offering guests the opportunity to try on virtual designer looks through augmented reality (AR) kiosks. These neon-lit kiosks at the Sphere showroom in Palais de Tokyo feature full-length AR mirrors and an integrated touchscreen.
Visitors can select and try on looks from a range of popular young designers, including Chet Lo, Louis Gabriel Nouchi, Harri, and Celine Kwan. After taking a photo, guests can customize their images with virtual stickers and download them to their smartphones via QR code or print them out.
The partnership between Fabrix and DressX has brought this activation to life. Fabrix is a curated fashion platform based in Hong Kong, while DressX is a digital metacloset. The idea for the kiosks was inspired by Japanese sticker selfie booths that are popular in Asian culture.
A Cultural Event
Fabrix founder Shin Wong sees this activation as more than just a fashion experience; she views it as a cultural event. Wong believes it’s important to consider fashion within a broader cultural landscape.
She launched Fabrix in 2020 during the Covid-19 pandemic to support local designers who were unable to travel. The platform has since expanded to include emerging global fashion talent.
Digital Technology Enhancing Storytelling
While Wong acknowledges the importance of physical work, she believes that digital technology can enhance storytelling and generate sales for designers. The data collected through AR activations can also help designers understand which pieces are most popular, enabling them to make informed decisions about colors and quantities.
Wong’s background in the art world influences her approach to Fabrix. She collaborates with the French FHCM and the BFC to curate a strong selection of designers.
Expanding Beyond Hong Kong
The AR initiative, initially launched in Hong Kong last year, recently made its way to London Fashion Week at Selfridges. The activation allows visitors to virtually try on garments and accessories from designers worldwide.
During the London and Paris editions, guests could experiment with virtual pieces by Ponder.er, Florentina Leitner, and Louis Gabriel Nouchi. The collection included items such as a smocked denim jacket, sunglasses, bodysuits, and a tank top.
Hot Take: Transforming the Fashion Experience Through AR
Paris Fashion Week’s introduction of AR kiosks revolutionizes the way people experience fashion. By merging physical and digital elements, visitors can now try on virtual designer looks and customize them with stickers before downloading or printing the images. This not only enhances the storytelling aspect but also provides valuable data for emerging designers to make informed decisions about their collections.
Moreover, this activation goes beyond fashion; it is a cultural event that showcases fashion within a wider context. With its expansion from Hong Kong to London and Paris, this AR initiative is set to transform the fashion industry by offering a unique and immersive experience for fashion enthusiasts worldwide.
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