FERONA – Couture virtual try-on
The challenge
Luxury fashion house FERONA approached us to help them realise their vision of re-imagining couture through cutting edge innovations in fashion tech.
Our first collaboration was the creation a 3D model of their ‘Yellow Sand Fireworks’ dress during Fashion Week. The 3D model was displayed using Poplar Studio’s 3D visualisation solution and a Snapchat lens by @SUNUNGURO and helped FERONA gauge interest, receiving an amazing 500,000 views.
The experience solidified their commitment to launch a full version of the digital experience on their website for their ecommerce customers, which they commissioned from us.
Our approach
For their ecommerce solution, FERONA wanted customers to be able to visualise their bespoke couture pieces with 3D and virtually try them on with AR, as part of the ecommerce journey.
The virtual try-on solution, one of the first of its kind, is currently available on the FERONA website to try on a range of outfits using the front or rear facing camera on desktop and mobile.
This unique experience was also possible thanks to our partnership with Geenee, a WebAR company which has created the world’s first web-based body tracking SDK enabling virtual clothing try-on.
3D modelling, virtual try on, shape, fit and size is a huge area in fashion right now, but the industry is generally very slow to adopt new technologies. However, judging from our initial Snapchat lens of the Fireworks dress, which received 500,000 views, people are clearly interested in using 3D product visualisation and AR to try on clothing virtually. We are listening to what consumers are telling us and we want to be able to build something that will empower the next generation of fashion buyers when shopping for clothing online. We are reimagining couture and luxury e-commerce to be more collaborative, inclusive, and sustainable for consumers.
The outcome
FERONA is one of the first fashion brands to implement a 3D/AR experience of this kind, making them true pioneers in their industry.
The AR visualisation experience is part of a larger vision for FERONA’s website. It will later be integrated with a custom tool that will allow customers to codesign a wide range of outfit combinations. After designing their outfit, users will be able to visualise it in 3D and AR before purchase.
This will make for a full customer journey on FERONA’s website, all the way from design to try on and purchase, making it a truly revolutionary player in haute couture.
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