Extended Reality meets New York Fashion Week

 In CraneMorley, Mixed Reality Industry Insight

The mainstream adoption of extended reality (mixed, augmented, and virtual) continues. The next phase of the widespread adoption might be an unexpected one. New York Fashion Week! Yes, you read that right extended reality and 3D holograms have made their way to the runways of New York Fashion Week. Yahoo and designer Christian Cowan are utilizing extended reality to enhance their digital presence.

The project has been split into three phases. The first phase focuses on a digital invite for the show. Next, phase two will be unveil during the actual show. Be sure to stay tune for what they have in-store. Lastly, we will have to wait until spring 2022 for the third and last phase.

After 18 months of remote digital life, Yahoo and Christian wanted to create a digital invitation that would bring a personal, life-like touch. The results were a full 3D Hologram of Christian. The AR invitation feels like a personalized message from Christian himself to attend his show. Like Pokémon Go a virtual hologram on Christian will appear and is scaled to fit the user’s surroundings. A complete 360 view allows users to view angles of Christian just like he is there in person.

This might be the future for all invitations. Where users will scan a QR code via social media, emails, or even print and a hologram will appear. While the current model Yahoo uses is a prerecorded message, a cameo feature is excepted to be next. Integrations can include AI to create custom messages with user’s name and all.

The second phase is scheduled to be unveiled at the show, but a quick guess would have it be something to do with the runway. Perhaps as models walk down the runaway and users receive information within a hologram and they can buy the product right away. This makes sense as everyone is already on their phone recording. Future adaptations would then move from phones to headset and glasses.

Part three will not arrive until spring 2022. But the last phase will feature a QR/embedded code into the tag of the physical clothing. A hologram will showcase details or even a clone of Christian will appear to explain the details of the product. This will help bring a “digital presence” of the project creator and allow them to explain their design. Users will experience a description of the product as if Christian was there in person. Azure Object anchors might even make product tags obsolete where everything will be virtual.

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