Fashion’s relationship to augmented reality

Fashion is entering a new relationship with augmented reality. This started with Valentino, who had a pop-up shop at South Coast Plaza in Southern California to highlight the brand’s purses. The pop-up featured a high-tech element with LED wall paneling, creating an immersive experience. There was also an interactive 360-degree photo booth with a panoramic image. Visitors to the store could use their smartphones to scan markers to experience the Valentino Garavani Roman Stud bag in a 3D augmented reality activation.

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