Fashion Month 2020: When Immersive Showcases Replace Traditional Runways

Mar 6 · 3 min read

The fashion industry has always been quick to adopt new trends, the latest luxury tech developments included. Immersive technologies — 3D, augmented and virtual reality — offer a way to reimagine in-store and online shopping experiences. And now, an increasingly intimate relationship between luxury retail and tech has brought immersive solutions to fashion month.

What is fashion month?

Fashion month is a biannual period during which designers showcase their collections for the upcoming season. Lasting four weeks, in February and in September, the event brings high-end fashion to New York, London, Milan, and Paris.

Fashion month 2020 dates

February 6–13: New York Fashion Week

February 14–18: London Fashion Week

February 18–24: Milan Fashion Week

February 24 — March 4: Paris Fashion Week

Immersive technologies abound on the runway

At London Fashion Week 2020, British telecommunications and internet service provider Three, in collaboration with Central Saint Martins, produced the world’s first 5G mixed-reality runway. With the help of spatial audio, haptic feedback, a 46-meter projection for the runway, and a set of aromas, the guests of the event heard, felt, and even smelt the scent of the collection. In the show finale, Vogue cover star Adwoa Aboah walked the runway as an AR model.

During fashion month, Perfect Corp., the beauty technology company specializing in try-on apps, partnered with beauty service provider PRIV to demonstrate the brand’s collection in an interactive beauty showcase. ​With the app developed by Perfect Corp., users could virtually try on makeup looks that were trending during Fashion Week — glittering shadows, neon liner, and blue accents.

Fashion powerhouses are not the only ones to see the potential of immersive solutions. Fresh talent isn’t far behind. For instance, the SF Academy of Art University’s Fashion Merchandising and Marketing departments have integrated Cappasity’s solution for immersive experiences into their curriculum. Cappasity selected 11 fashion school students from the FSH 460: Merchandising Industry Collaboration class to produce product imagery for a new clothing line.

Tech solutions have been stepping up their presence at fashion shows, demonstrating that a mutually beneficial relationship between luxury retail and tech can exist in brick-and-mortar stores, in e-commerce, and even on the runway. Truly immersive showcases will be available once Apple AR Glasses are released.

Will your business be ready for that day?

Make sure you are and choose your immersive scenario today.

Cappasity Blog


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Cappasity Blog

Bring an in-store browsing experience to online retail with Cappasity, the first complete 3D product imaging solution for your website, mobile app, VR and AR applications.

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