The one-of-a-kind show served as a showcase for Doddz’s new AR clothing line, Defy.
If you’re a fan of augmented reality (AR) technology, then you’ve probably at some point come across the work of Doddz, a popular AR creator who has worked with everyone from Disney and Facebook to Doja Cat and Drake on a variety has of incredible AR experiences.
The versatile developer has also partnered with big names like Shaquille O’Neal and Anthony Joshua to create unique interactive fashion pieces.
Yesterday, Doddz pushed his fashion ambitions even further with a one-of-a-kind runway show in London’s Kacheete. Created in collaboration with Snapchat, the show served as a showcase for Doddz’s new line of AR clothing, Defy. However, instead of physical clothing, guests used the Snapchat app to project digital clothing over the models in real time.
“It’s a runway show with no clothes on,” Doddz said at a recent appearance interview. “The audience holds their phone up to the models and applies the clothes digitally in real time, creating a more immersive experience for the audience. These digital garments reduce emissions by 97% in manufacturing and the sale of just one Defy product provides 20 meals for a UK food bank.”
“The original idea was an educational experience for the public about how AR can work other brands, But as the show picked up steam and outside interest increased, it evolved into launching its own digital fashion brand,” added Doddz. “Now more than ever there is a need for actual solutions to some of the fashion industry’s problems, rather than pointing out the same problems, and I believe that digital fashion can help with that.”
With the arrival of AR headsets just a few short years away, immersive technology is poised to be the next big thing in fashion. We’ve already seen big companies start exploring how AR can be used to enhance existing clothing or create entirely new ensembles.
For example, digital fashion house RTFKT recently launched a collection of Nike NFT Hoodies. Each NFT comes with a physical hoodie with a unique QR code that, when scanned, reveals a pair of digital wings. Previously, the studio released its RTFKT x Nike Dunks Genesis CryptoKicks, a pair of physical sneakers with their own NFT counterparts.
For more information about Doddz’s digital fashion brand and various other AR projects, visit here. You can also check out some videos from yesterday’s event on Doddz’s Instagram.
Feature Image Credit: Defy