H&M x Moschino Team Up With Magic Leap For AR Fashion Show Experience

Augmented teddy bears, melting handbags, and QVC-style infomercials were just a few of the offerings at H&Moschino. 

Attendees at H&M’s latest fashion show didn’t just see the brand’s hottest looks on the runway – they experienced them up close and personal in AR. Thanks to a collaboration by Magic Leap, H&M, Moschino, and Warpin Media, guests were able to interact with the eclectic collection through an unforgettable eight minute immersive fashion experience following the traditional runway show.

Designed to bring the brand’s latest collection from Moschino creative director Jeremy Scott to life, the installation was set in a walk in box modeled after the multicolored stripes of an old fashioned television.

Up to 15 guests at a time put on a headset and entered the high tech area, where they were able to explore, view pieces of the collection on display, “touch” accessories placed throughout the room, and watch videos connected to the collection such as a young woman playing with a stuffed Moschino dog.

For H&M, using AR technology for the Moschino fashion show experience was simply a way to creatively bring the pieces to life. However, after the success of the installation, the brand is looking forward to integrating immersive technology into its business model for the future.

“For the Moschino TV H&M global launch we utilized this technology for a creative experience, but we are also looking at ways to apply it to our business in the future,” said Anna Tillberg Pantzar from H&M’s Laboratory. “This is a glimpse of the future. We’re taking the virtual world and making it come alive in a physical experience.”

The AR experience was exclusive to the lucky 700 guests at the H&M x Moschino event, but you can see a few more images from the installation here.

Image Credit: Warpin Media

About the Scout

Presley West

Emory University student, VRScout Writer, Storyteller, and Amateur Dog Walker.

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