M Saraswathy’s brief BusinessWorld article (Tech Couture: Fashion keeps a date with augmented reality) outlines some recent uses of AR in advertising, including uses at Lakme Fashion Week. The article ends with a tempered approach suggesting that so far, advertisers have not been able to tell if AR translates into more sales.
Even so, the possibilites for augmented reality with fashion advertising seem endless. Because clothing is a visual communicator, AR offers many interesting possibilities for layering visuals over bodies, environments, etc. The “Fashionista” tool below allows shoppers to try on clothing wherever they may be, using augmented reality.
But AR offers other tantalizing prospects for causing disjunction in the public spaces in which clothing is sold and worn.
So far the most interesting uses of AR that I have seen have been for aesthetic or critical purposes. I can envision AR being used for purposes like overlaying images of the workers who produce clothing items or the workshops in which they are produced. Or statistics about ethically sourced material. Or overlaying images of real women over advertisements or mannequins. Or, or, or…
A few links to interesting AR projects: