Emma J Shipley X Meshmerise


FIA brings Emma J Shipley and Meshmerise together to launch new Fashion App ‘Scarfi’

The Fashion Innovation Agency (FIA) brings to life an exciting new app ‘Scarfi’ that allows users to virtually try on Emma J Shipley’s stunning scarves from her AW16 collection (including an exclusive design from her SS17 collection) before they buy. The app created by Meshmerise in collaboration with Emma J Shipley and the FIA which uses virtual reality to bring Emma’s designs to life through animation, launches exclusively at Westfield London on Thursday 3rd November.

Scarfi is primarily based on face landmark tracking and detection. Using state-of-the art techniques in Computer Vision the user’s jaw and neck can be tracked in real-time on a mobile device. This in turn allows us to correctly overlay a mesh representation of a scarf around the neck to produce the illusion that the user is actually wearing the scarf.

Users of Scarfi can spend time trying on the different designs using their phone, capturing themselves modelling the collection to review later or to share across social media, increasing the brands reach.

What makes this app even better is that when a user sees an item they love, its eCommerce capability allows users to purchase the item on the spot and enjoy wearing it in reality, making the app both fun and commercial.

Emma J Shipley, Founder and Designer of Emma J Shipley comments:
“I’m really excited to launch my new Scarfi app exclusively at The Village, Westfield London, offering customers the chance to try on my scarves virtually for the first time, as well as entering the imaginative world of my illustrations and designs. I hope it will bridge the gap between the physical and digital worlds of my brand; offering a new experience for the customer that’s playful as well as practical. The feature scarf from the upcoming Spring Summer ‘17 Sirens collection will be debuting exclusively on the Scarfi app at Westfield London, to digitally try on, watch the design come to life and pre-order.”

Matthew Drinkwater, Head of Fashion Innovation Agency, London College of Fashion comments:
“The advances in augmented and virtual technologies are blurring the lines between physical and digital. Virtual try-on has the possibility to revolutionise the way consumers experience fashion and for designers create a new platform to showcase their collections.”

Dr. Alexandros Neophytou, Founder and CEO of Meshmerise comments:
“Meshmerise is creating an interactive and immersive Augmented Reality platform where fashion brands and designers can showcase their collections directly to their customers. Shopping is forever changing, becoming more immersive and more personal. Our mission is to be at the forefront of that change. We are creating a unique, shareable and “meshmerising” virtual try-on experience, allowing shoppers to dive into the world of the designer.”

Myf Ryan, Chief Marketing Officer, Westfield Europe comments:
“At Westfield, we focus on providing seamlessly integrated digital and physical shopping experiences for our customers and we are delighted to be launching Emma J Shipley’s VR app in collaboration with the Fashion Innovation Agency and Meshmerise at The Village. Virtual and augmented reality are quickly becoming mainstream, and harnessing this new platform to meet growing demand from consumers who expect intuitive and personalised experiences across all platforms is the next big frontier in the retail world.

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