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  • People are searching for more holistic experiences with fashion brands
  • People are searching for more holistic experiences with fashion brands
    Balmain | Facebook (2018) ©

How is the fashion industry going virtual?

As the digital and physical worlds of fashion continue to fuse, the industry is innovating to offer engaging, immersive experiences. With people's interest in sustainability and technology rising, retail spaces and campaigns are turning virtual – meaning the emperor’s new clothes just got real.

Location Global

What would the fashion world look like if all clothes and models were digitally rendered? This idea of a clothes-less fashion industry is no longer far-removed from reality, as experimental digital offerings have infiltrated the creative and marketing element of the sector. While people have traditionally placed value on having physical contact with fashion products, new, and often younger audiences are craving something different. And with CGI and virtual rendering on the rise, fashion is looking to create a more seamless and immersive digital offer.





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    AR advertising on Facebook news feeds is being embraced by beauty brands like Bobbi Brown, Sephora and Michael Kors. Given that 77% of Americans own a smartphone, AR advertising is a playful and effective way for people to ‘try before they buy’ and experiment with beauty options.

  • AR Experimentation AR Experimentation

    The beauty industry has been slow to harness the full potential of technology to boost in-store footfall and customer loyalty, but people are beginning to enjoy the benefits of augmented reality to discover products and test new looks – an integral part of shopping for make-up.

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  • Article image How is AR technology personalising beauty?

    Augmented reality has already established itself as an exciting technology across several sectors, letting people visualise furniture in their homes and play real-world video games. How is it being harnessed in the beauty world to deliver personalised and seamless shopping experiences?