After the most recent London’s Fashion Week saw many designers alternate between physical fashion and garments within the metaverse, by digitally displaying their collections through VR and NFTs. We are even witnessing brands display their creative works through immersive social media filters that interact with the clothing itself.
The Ukrainian AR studio FFFACE.ME and the clothing brand FINCH come together to present a collection of semi-digital clothes in collaboration with 7 international digital artists, muralists, and designers. According to the creators, this collection is another step for fashion towards a digital future.
The collaboration consisted of the famous French 3D artist Ines Alpha, muralist Waone Interesni kazki, designer Snezhana Chernetskaya, Russian AR artists Denis Rossiev and Alexey Efremov, abstract artist Daniil Manzhos and AR-makeup artist Ksenia Lozitskaya.
FFFACE.ME is a studio that creates Instagram / Snapchat / TikTok filters and augmented reality communication projects. The studio created the first digital blogger in Ukraine – Astra Starr, and actively cooperates with fashion brands to create digital garments. The other brainchild, FINCH is a clothing brand created by Katerina Byakova and Maxim Golub in 2013. It is known for its cross-disciplinary collaborations and art prints and most designers are inspired by culture. Since 2019, they have been using augmented reality tools to showcase collections.
Each of the artists involved in this project developed their unique prints. It was then made visible when a phone with the Instagram effect is pointed at the garment. The collection itself includes T-shirts, hoodies, and sweatshirts – while generating content that cannot be replicated in reality, comfy fundamentals transform into a dynamic throbbing image.
Scanning the QR code printed on each item in the collection will activate the AR component for that piece. The developers pledge that each item in the collection will receive another digital AR layer within the following year.
According to the designers, the limited edition drop is a representation of the next generation of fashion, somewhat like the experience we endured during London Fashion Week. The collection’s fundamental value is easing the real world, and it’s capacity to draw attention and get comments in the digital world – on social networks. In the images below you can see digital blogger Astra Starr trying on the new collection, the avatar looks like futuristic fashion at its highest.
