Boston Fashion Week Launches 60 AR Designs Across Boston

Explore the City of Boston to discover a wide variety of AR fashion designs from local designers, photographers, and stylists.

Boston Fashion Week is happening right now. Those lucky enough to be in the area can explore 62 incredible AR designs located at various scenic and public locations throughout the city. 

Using this map and a free AR app called Hoverlay Spaces, locals can discover and unlock jaw-dropping pieces of fashion, each of which is represented as unique AR artwork. Some pieces can be found in public spaces such as Harvard Square; others near famous Boston landmarks, including the Rose Kennedy Greenway.

Image Credit: Boston Fashion Week

Each piece of AR fashion was created by a local Boston local. This includes accessory designers, photographers, illustrators, textile artists, fashion schools, historical fashion archives, stylists, hairstylists, makeup artists, models, and many others.

New AR content will be made available every day during Boston Fashion Week, which is running now through October 9th. The AR content will be available for another 2 weeks following the end of the event.

Jay Calderin, Founder of Boston Fashion Week, and Nicolas Robbe, CEO and Co-Founder of Hoverlay Inc., both took a moment to talk with VRScout about why their efforts to bring AR and fashion together for this annual event. “Our goal was to introduce this to both the regional fashion industry as well as the general public,” saidCalderin. “The hope is that they feel that they can engage creatively with the content and see the potential of AR as a fashion content platform.”

Image Credit: Boston Fashion Week

According to Calderin, finding a diverse group of artists to represent this year’s Boston Fashion Show took some planning: “We curated a group that included a mix of established talent as well as newcomers. Technically there are 43 fashion creatives represented, but the creation of the content in each gallery usually involves a large team of fashion professionals,” adding, “we also wanted to feature more than fashion design, so we have galleries dedicated to accessory designers, photographers, illustrators, textile artists, fashion schools, historical fashion archives, stylists, beauty professionals.”

When it came to figuring out how to launch 62 pieces of AR fashion designs throughout Boston, Calderin turned to Nicolas Robbe over at Hoverlay. The Hoverlay app automatically constructs a map guiding you to these hidden AR experiences. “Once they are within a predefined range of that location, we opted to have content appear around them based on a pre-defined spatial arrangement, created visually in Hoverlay Spaces,” said Robbe. 

Image Credit: Boston Fashion Week

Unlocking each design is as easy as opening the app and scanning the QR code placed at each location.

The location of each AR fashion content was chosen based on accessibility as well as history. Robbe and Calderin wanted Boston Fashion Week to impact as many neighborhoods as possible. In addition to Boston, the team plans to add satellite previews of Boston Fashion Week in New York, California, Miami, London, and Puerto Rico. They also intend on making content available in your own home once this year’s Fashion Week is over. 

A lot of work went into moving Boston Fashion Week into an AR format. That said there will still be a handful of in-person events you can attend along with some online content to round out the programming. 

Image Credit: Boston Fashion Week

When asked about the future of AR and fashion, Calderin said, “I feel like it’s the new frontier. It has generated so much excitement and creativity already, and we’ve only scratched the surface.”

Boston Fashion Week is happening now in various parts of Boston and ends on October 9th. AR content will be available for anyone using Hoverlay Spaces for two weeks after the event.

The Hoverlay App is available on both iOS and Android.

For more information visit Boston Fashion Week and Hoverlay Spaces

Feature Image Credit: Boston Fashion Week

About the Scout

Bobby Carlton

Hello, my name is Bobby Carlton. When I'm not exploring the world of immersive technology, I'm writing rock songs about lost love. I'd also like to mention that I can do 25 push-ups in a row.

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