Reactive Reality x Charli Cohen
Turning Your Mobile Device into a 3D Scanner: Rapid Digitisation of Humans and Garments.
The Fashion Innovation Agency collaborated with augmented reality engine creators Reactive Reality and fashion designer Charli Cohen to demonstrate how 3D scans from a mobile device can enable users to create photo-realistic avatars of themselves and take high definition digital scans of garments for virtual try-on.
Building on the 2017 collaboration with the FIA, where users could mix and match fashion pieces in mixed reality, this project enables similar functionality, but at an even higher level of realism, this time by capturing scans from a mobile phone. Users can be scanned by filming a short video clip (around 40 seconds) using the phone’s camera, by walking around the person being scanned 3 times, at different heights, to capture full body data. The AR engine uses the captured video to create a very accurate and realistic digital avatar of the user.
By using image-based modelling and artificial intelligence, Reactive Reality’s Pictofit 3D app enables users to virtually try on fashion products before they buy them online. As well as creating avatars that look like the user, the process captures very accurate measurements to ensure that garments fit the avatar in the way that they would in real life.
We collaborated with forward-thinking designer Charli Cohen on this project, who spearheads a “digital-first” brand, which heavily relies on e-commerce; an area which still needs to provide attention to detail and attention to fabric quality for modern online customers. This technology bypasses the need to sell in a physical store where you can touch/interact with the garment – Charli was keen to allow her online customers to get the closest thing to a physical experience of her products, digitally.
The technology runs on all mobile devices, including iOS and Android, to enable users to create their own 3D avatars, at a very high quality, from home, and to virtually try on fashion items and see how they look on their own body, without ever leaving the room. The technology is very scalable, most notably because all you need to digitise yourself or a garment is a mobile device, rather than a large body scanner set-up or photogrammetry rig. This project aimed to solve one of the biggest hurdles in e-commerce: interacting with a retailer’s products in AR, immersively, which can create a truly personalised shopping experience.
“The rapid digitization of both product and people offers extraordinary possibilities for the fashion industry. From virtual product and virtual try-on to future bespoke experiences, we are creating entirely new ways for consumers to engage.”
-Matthew Drinkwater, Head of Fashion Innovation Agency
“We rely on being able to engage our customer almost exclusively through digital, so finding innovative ways to do that is extremely important. We have long seen AR as a really exciting way to create an immersive experience for our customers, but it has lacked much practicality beyond a fun novelty. This technology from Reactive Reality however is incredibly practical and helps to emulate an important aspect of the physical in-store experience for digital, in a truly immersive and interactive way.”
-Charli Cohen, CEO of Charli Cohen
“Up to now, the promise of Augmented Reality has been held back by a lack of content. We recognised this early on. Big tech companies are focused on building AR hardware and libraries, but almost no one is addressing the content side. It’s like building a cinema without having any movies to show. Our breakthrough at Reactive Reality was that we built a 3D pipeline that creates photo-realistic 3D models of products, users, backgrounds from simple smartphone photos on a large scale. This technology will change how we shop online, see ourselves in new outfits, try different sizes and interact with our favorite brands on our smartphones.”
-Stefan Hauswiesner , CEO of Reactive Reality
Watch more on the project in the video below:
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