Bringing High-End Fashion to Life

The heart of the initiative lay in the creation of an augmented reality fashion show to bring the AW22 collection to life like never before. Through high-resolution green screen filming, every intricate detail of the collection was captured, allowing virtual models to seamlessly inhabit users' physical spaces, and the Selfridges store. Customers could engage with this digital display by scanning QR codes strategically placed throughout Selfridges' premises, triggering the models to appear right before their eyes.

With the power to resize virtual models, patrons could delve deeper into the nuances of each garment and accessory, immersing themselves in the essence of the AW22 collection. This interactive exploration not only heightened the shopping experience but also served as a testament to the convergence of creativity and innovation within the realm of fashion.

However, the AR fashion show was not just to surprise and delight shoppers—it was a gateway to a world of convenience and connectivity. By incorporating a "Shop the look" feature, Selfridges enabled customers to seamlessly transition from consideration to acquisition, allowing them to effortlessly purchase individual pieces showcased in the virtual runway. Moreover, a capture button empowered users to curate their own content within the AR environment, fostering a sense of personalization and creativity that extended beyond the confines of the store.

Selfridges' integration of augmented reality into their AW22 campaign transcended traditional retail boundaries, offering patrons a captivating journey through the intersection of fashion and technology. The augmented reality fashion show served as a beacon of innovation, heralding a new era where digital experiences intertwine seamlessly with the physical world, redefining the landscape of fashion retailing.