Augmented reality collection by Ukrainian companies hits runway

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ICYMI: These partially virtual clothes carry elements of augmented reality

Ukrainian family-run brand FINCH combined creative forces with the Ukraine-based IT company FFFACE.ME to design a collection of semi-digital clothing - real items that can be "upgraded" with augmented reality and exist both in real and digital worlds.

Conceived in 2019, the idea of wearable AR clothing grew from a few items in 2020 to a capsule collection presented at Ukrainian Fashion Week in early September. It featured seven prints by contemporary Ukrainian and foreign artists. Dmitry Kornilov, FFFACE.ME CEO, said many people are more concerned nowadays about how they look in social media rather than in real life.

According to its creators, the collection promotes sustainability, as one piece may have several digital looks and stand for a whole digital wardrobe. Prices range from $70 to $178 per piece.

 

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Cool

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