How brands use phygital experiences during fashion shows

Cappasity Blog
Published in
3 min readMay 15


By seamlessly integrating technology into physical events, fashion brands can create truly immersive experiences that leave a lasting impression on their guests. No wonder that phygital experiences have become an important tool for brands to engage their audiences during fashion shows. At London Fashion Week 2023 some designers and brands used Augmented Reality and NFTs to create a seamless integration between the physical and digital worlds. Let’s take a look at the most successful applications and see how to create phygital experiences with Cappasity.

What phygital experiences took place during London Fashion Week

Picture Source: Vogue

During London Fashion Week fashionistas could visit a free immersive exhibition, ‘Redefining the Body’, curated by British Vogue’s editor Edward Enninful in collaboration with Snapchat. This exhibition was designed to celebrate diversity and inclusivity in fashion It featured a range of interactive installations and exhibits from different designers — ranging from established brands like Dior and Versace, to quintessentially British labels (Stella McCartney, Richard Quinn) and newer, up-and-coming voices like Kenneth Ize and Thebe Magugu. Augmented Reality transformed each room throughout the exhibition into an engaging experience with the opportunity to interact with the designers’ visions and collections through AR lenses.

Picture Source: Fashion United

Besides the exhibition, a phygital fashion show took place during London Fashion Week. On entering Swiss Church Studios in London’s Covent Garden, visitors could view a real time virtual fashion show, which saw models walk alongside their avatars on an interactive runway. Designers involved included Taskin Geok, Oscar Keen and Valaclava, who each presented their own take on digital fashion through three garments, available through the use of NFTs. The digital assets were launched for sale at the event and included access to in-person and virtual benefits.

How fashion brands can deliver phygital experiences to consumers

Cappasity provides some helpful solutions for brands looking to create phygital experiences and wow their audiences. With Cappasity, brands can create interactive AR holograms of their fashion pieces within as little as 20 minutes, where it usually takes multiple days. AR holograms provide animated looks, allowing customers to see the materials in movement. To provide customers with a phygital experience, brands can print QR codes redirecting shoppers to AR holograms and add them to item tags. The consumer simply needs to scan a QR code with their smartphone and they can explore a whole outfit or separate items in the surrounding environment. Examining items in AR creates a unique and engaging experience for consumers.

Besides, Cappasity is now working on a solution that will allow fashion brands to launch NFT-based loyalty programs. Besides regular photos, videos, and text, a Cappasity NFT can contain immersive content, including AR and virtual try-on experiences, as well as VIP perks and benefits for NFT holders, like runway show passes, backstage meet and greets with a brand’s designer, exclusive access to pre-sales of items, and more. Brands can add new content to NFTs even after their customer gets the token, which allows them to use Cappasity NFTs as a new customer communication channel.

To deliver phygital experiences to your customers, feel free to contact our team at

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