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.
Rosie Findlay is the Course Leader of MA Fashion Cultures at London College of Fashion (UAL), where she also researches digital fashion communication and the relationship between dress and the body.
Daniel Caulfield-Sriklad is a lecturer and practitioner in communication design for fashion. Based in the School of Media and Communication at the London College of Fashion, UAL, Daniel teaches on the subject of post-digital communication design and explores future directions in fashion communication through industry and student informed knowledge exchange projects.
Carrie Mok is the course leader for BA (Hons) Creative Direction for Fashion. Her broad multi-disciplinary practice is the product of a diverse career trajectory, honing her creative expertise in formative agency and in-house roles across the design, luxury, architecture and lifestyle sectors. She specialises in creating immersive environments and engaging brand and product communications, working with some of fashion’s most recognisable brands including Burberry, Louis Vuitton and Gucci. Prior to joining London College of Fashion, Carrie was a tutor at Chelsea College of Art, University of the Arts London. She is also a fellow of the Royal Society for the Encouragement of Arts, Manufactures and Commerce (FRSA).
Abi Buller is the editorial assistant at Canvas8, which specializes in behavioral insights and consumer research. She holds a degree in Creative Direction for Fashion from the University of the Arts London. Outside of work, you'll find her wandering around art galleries, practising yoga and seeking out new pastel-coloured garments to add to her collection.
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?
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.
The average person owns 36 outfits that they never wear. Save Your Wardrobe uses AI to help people organise their closet, quickly pick outfits and make the most of their clothing collections, while giving brands real-time data about a product’s life after it lands in a person’s closet.
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.