Augmented reality collection by Ukrainian companies hits runway – Reuters
KYIV, Sept 7 (Reuters) – (This September 7 story was corrected to make clear that prints were made…….
KYIV, Sept 7 (Reuters) – (This September 7 story was corrected to make clear that prints were made by foreign and Ukrainian artists, specifies that collection was designed by two companies)
At first sight, it looks like an ordinary T-shirt or hoodie, but once a smartphone camera is pointed at it, virtual 3D animation is visible.
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 (AR) and exist both in real and digital worlds.
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“By using augmented reality a designer can create items beyond physical characteristics of fabrics or elements of clothing which do not exist in the real world, but can be seen as dynamic 3D objects in virtual reality,” FINCH co-founder Kateryna Biakova told Reuters.
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.
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