Magic Leap has already entered entertainment and the company, but now it has found its way into a new augmented reality frontier: fashion.
On Wednesday, Moschino and H & M held a fashion show in New York. In addition to the traditional catwalk model vamping, an AR featured fashion show powered by Magic Leap One.
Compared to some other Magic Leap One experiences, this one is pretty minimalist, developed by Warpin Media from Stockholm, Sweden. But there is still an outlook on what is possible when you bring the AR headset into the world of high fashion. More importantly, the AR content (see video below) perfectly reflects the quirky yet distinctive style of Moschino's long-established brand.
"This was a haunting fashion experience where you could get into the world of Moschino exploring the collection, as well as [experience] funny and interactive digital content associated with the campaign," said Emma Ridderstad, the co-founder by Warpin Media, opposite Next Reality. "We were an early developer of Magic Leap, so we worked closely with them. [During the event] we had about 1
The experience begins with users moving into a room with the shape of a giant television. In the room, Magic Leap One porters can interact with virtual objects from the collaboration of Moschino tv H & M. Part of the 8-minute experience is the Magic-Leap-One hand-tracking technology, which allows users to "touch" the virtual objects that float in space and are on pedestals (19659002), the Magic Leap One is surprisingly at home with fashionistas. But wait, have not we been here before? Many years ago, Google also tried to mix high fashion with AR by connecting with Diane von Furstenberg for a Google Glass fashion show.
At that time, the pairing seemed not only futuristic, but perhaps also perfectly fitting, a next generation mobile tech accessory. Unfortunately, the public largely rejected Google Glass for styling and privacy issues. However, the much more relevant issue with Google Glass was an insane price ($ 1,500) for a pretty under-average experience. This is not the case with the Magic Leap One.
Although the experience does not live up to the hype the company has been cultivating for years, and so disappointed various critics, it becomes clear that the device is best portable AR experience commercially available. And as the photos from last night show, the headset in combination with the shoulder strap, once you get used to the look, can look really smart.
"H & M is committed to the future of fashion and to be at the forefront of technology," said Anna Tillberg Pantzar, head of H & M's laboratory group
"Magic Leap Together with Warpin, we are the perfect partner to innovate in this field, we will invite guests to experience like never before, but we have been using this technology for a creative experience for the worldwide launch of Moschino tv H & M, but we are also looking for it Ways to Apply Them to Our Business in the Future. "
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