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Cassette Playa's Augmented Reality Fashion Show Ditches Threads for Fantasy

by Matthew Zuras on March 28, 2010 at 12:45 PM


London-based streetwear design label Cassette Playa recently presented its Autumn/Winter 2010 collection, incorporating augmented reality software and projections into the show. The label claimed that the idea of video game avatars figured heavily into this season's concept; as the consumer dons an outfit, she essentially becomes a new character. For the show, each of the analog looks contained an embedded barcode with an associated virtual look. While models bedecked in tribal face paint and wearing head pieces straight out of a manga comic, Cassette Playa used a webcam to stream the show onto a projection screen with an AR overlay.

The AR interventions seemed limited mainly to virtual masks and head gear, but this kind of fashion show opens up a world of opportunities for virtual catwalks. Will models in the future even need to wear the designer's clothes, or just a barcoded singlet that would eliminate the need for quick wardrobe changes? As one of the designers notes (in the video after the break), this kind of tech could be extended to consumers who want to style themselves in virtual threads before making a purchase. While we appreciate the commercial potential of AR fashion shows, we do hope that, for the moment, they remain in the realm of niche designers like Cassette Playa, who use the technology to find new ways of telling a fashion story. [From: Designboom]

Tags: ar, augmented reality, AugmentedReality, casette playa, CasettePlaya, fashion, fashion show, FashionShow, streetwear, top, viral, webcam

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