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The creative technology studio Beyond is experimenting with the intersection of physical and digital fashion and is launching the first “full cycle” figural fashion capsule collection, which, in part, allows people to try on a hoodie in augmented reality before buying the real thing. – World clothing item version.
This campaign is divided into several phases, the first phase of which is the launch of an augmented reality Snapchat lens at the Royal Palace in Amsterdam. There, users can see Beyond’s digital fashion avatar, Onyx, wearing the campaign’s hat in virtual reality.
Phase two allows Snapchat users to try on different versions of the hoodie through AR glasses on the social networking app. Snapchat users can purchase the clothing item directly on the Snapchat platform.
This marketing phase of the campaign will run until mid-May 2023, at which point the physical hoodie will be produced and shipped to buyers. The item of clothing features an NFC chip that connects to the Snapchat lens, allowing owners to experiment with a variety of augmented reality experiences that claim to “add a virtual hoodie to a physical hoodie.”
Finally, the fourth phase of the campaign will launch Ready to Play Me Clothing, which will allow users to wear clothes from the Beyond Capsule Collection as avatars in various virtual worlds. Even if you don’t buy the campaign’s physical hoodie, this virtual outfit is available for free to everyone. Ready Player Me is a “cross-game simulation platform for the metaverse”.
David Robustelli, founder and creative director of Beyond, told Adweek: “It’s truly amazing to see how new technologies like augmented reality can redefine the boundaries of fashion and propel the industry into an era of limitless innovation and sustainability.” The “figital” collection from beyond 03 allows us to learn and understand how it is assembled for the whole world and what the benefits are from a brand and consumer point of view.
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