SABINNA x Pictofit

SABINNA 970 x 467Fashion Innovation Agency (FIA) presents an Interactive, Augmented Reality Fashion Experience at LFW AW17

We take fashion to the next virtual level with an interactive augmented reality fashion experience with SABINNA in collaboration with Pictofit and Fashion Scout on the 18th Feb 2017 at the Freemason’s Hall, London.

Following on from our mixed reality fashion presentation last year, this season sees SABINNA present her AW17 collection to her audience, inviting them to interact with her garments in the virtual world.

Titled, I still love you, the collection explores first love and the romantic experience you feel as a teenager. This collaboration between the FIA, SABINNA and Pictofit has made it possible for buyers to experience her collection through augmented reality at the exclusive event hosted by Fashion Scout. The audience are invited to experience the collection, then mix and match SABINNA’s garments using Pictofit Augmented Reality technology through the Microsoft HoloLens.

Each piece was captured by a rig of 64 high resolution DSLR cameras and calibrated light sources. Using cutting edge machine learning and mesh fitting methods, the garments have been prepared for Augmented Reality try-on. The Pictofit HoloLens application allows shoppers to switch garments with simple hand movements to style outfit combinations.

Watch our behind the scenes short film here: 

Stefan Hauswiesner, CEO of Pictofit, said: “Augmented reality has the power to change how we interact with fashion. From the outfit decision in the morning to buying clothes online, we want to see how we are going to look. We want to be inspired, try different combinations and ask our friends what they think. It’s a social experience and a huge opportunity for AR to become something we use every day.” Instagram: @pictofitapp Twitter:@pictofitapp Facebook:

Sabinna Rachimova, founder and designer of SABINNA, comments: “As a brand that always questions existing patterns it is a big honour to partner with FIA for the world’s first augmented reality shopping experience. It is important to show the opportunities of fashion and tech collaborations. It is not only revolutionary, but it improves the overall fashion experience for my customers. It is not about throwing away existing patterns, it is about taking approved methods, adding something absolutely innovative and new, mixing it all together and creating something unique that respects the past, but is excited about the future.” Instagram: @sabinna_com Twitter: @sabinna_com

Martyn Roberts, Founder and Managing Director, Fashion Scout, comments: “We are so excited to host this pioneering digital presentation and see-now-buy-now shopping event. The landscape of live fashion events is changing at a rapid pace and we are proud to be supporting an initiative that is at the forefront of this movement, using technology to tell new fashion stories. It is important to us to help give creative talents, such as Sabinna, new ways to connect with audiences.” Instagram: @fashionscoutlondon Twitter: @fashionscout

Matthew Drinkwater, Head of the Fashion Innovation Agency, comments: “Introducing interactivity into Mixed Reality is a new step for the fashion industry and points towards next-generation experiences for consumers and designers. Immersive, transformative, the potential impact on the industry for this technology is huge.”

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