The future of fashion is already here. Is it real, is it digital or is it ‘phygital’? Whether we like it or not, augmented reality (AR), virtual reality (VR) and artificial intelligence (AI) are changing the way we interact with the fashion industry and shop digitally. To tap into this subject,
Pulse speaks to George Yashin, Co-founder and CEO of ZERO10, an AR fashion platform providing innovative solutions for brands entering the digital world, an AR fashion platform providing innovative solutions for brands entering the digital world, including SDK, integration into the digital platform, AR Mirror for physical retail, and in-house 3D production
What’s trending now in fashion’s digital world?
After our recent launch of the first-ever pop-up retail space with digital-only clothing, created together with Crosby Studios, I can definitely say that merging digital and physical experiences are in trend. Since the beginning of ZERO10, we were focused on combining these two worlds to show consumers and the fashion industry that the future is here and it doesn’t just exist in the virtual space. The fashion world is getting there; we can see that there are more”phygital” [physical and digital hybrid] spaces opening, technologies are being integrated into physical retail, and offline fashion shows are becoming more closely intertwined with digital experiences.
Our products, built on AR technology, are in more and more demand among fashion brands, especially physical retail that wants AR to become a part of their customers’ experience. Soon, we will release a new cutting-edge product, an AR Pop-up Store that could be easily integrated into a physical store, or even become a store within itself.
How is an app like Zero10 setting new trends in the fashion industry?
As we can see, emerging technologies are in demand now, but the merging of the fashion industry and technologies such as AR, VR, or AI is not a trend, as this word means something fast changing, it’s already a new reality and they will be even more connected in the future.
Already, a lot of big brands such as Gucci, Balenciaga, Prada, Coach, Tommy Hilfiger, and others are integrating the AR experience into shoe/accessory fittings, but the clothing try-on experience, what ZERO10 is doing, is still not that actively used, however, the interest and potential are already huge. For instance, it’s crucial for luxury brands that their clothing look as realistic as possible. That’s why we are working on building the highest quality AR fitting, to make virtual collections look similar (call it, identical) to their physical originals. Also, adopting AR technology offers a lot of opportunities, including an increase in user and customer engagement, driving traffic to their physical stores, boosting online sales, and much more.
How do you perceive the future of fashion?
I believe that AR technology will not only help brands to achieve their goals, but also improve the fashion industry. I started ZERO10 back in 2020 as I could clearly see that there were, and still are, so many problems facing the fashion industry, one of which is the mass production of physical clothing. By optimizing some processes with help of technology, fashion brands will become more sustainable. The ZERO10 AR Pop-up Store, which is releasing soon, reduces the cost of servicing retail outlets for businesses as it requires nothing that traditional retail does, except OLED screens.
Also, I can already see that the future of fashion will be driven by the emerging, talented creators with their new ideas and a new approach to fashion. With the development of the digital world, they don’t need to follow the rules set by big companies. On the contrary, their talent and imagination will guide them. As we see it, we want to support them through our upcoming Open Platform – a new place for digital fashion enthusiasts and creators.
What are your views on the Metaverse and NFTs?
For me personally, the Metaverse and NFTs are still in their early stages even though it’s been widely discussed in the past year. I can see that they have a huge potential for the future, but for now, these experiences that are at the intersection of two worlds, digital and physical, are more relevant for both brands and users.
What are the cons of having a digitalized fashion industry?
I don’t see any cons, as for me, digital and traditional fashion are not opposed to each other. It’d be naive to think that digital fashion will displace physical clothing, that’s not what we are aiming for here. I believe that digital fashion and technology will change the fashion industry, not only by helping to solve operational or production problems, making it more sustainable, but it will also open up access for more designers and creators alongside new generations of consumers.
