Machine-A x Institute of Digital Fashion launch augmented reality boutique

Machine-A x Institute of Digital Fashion launch augmented reality boutique

Machine-A, the London-based concept store and the Institute of Digital Fashion are using augmented reality to recreate a store environment to emphasise the in-store experience which has been lost amid the pandemic over the last year.

The virtual reality store will promote London Fashion Week designers and will allow visitors to experience the collections at a social distance. The virtual store also features unfinished works and personal messages from each designer explaining the inspiration behind each product.

“The concept was built from the core values of IoDF; we wanted to elevate the work using new digital technologies to present future fashions in IRL and URL. Using AR, we have simulated a fashion environment to showcase the designers work. We are democratising the fashion landscape whilst supporting London-based talent in the wake of Brexit and COVID-19.” – Catty Tay, IoDF Co-Founder