LFW: SABINNA Takes Interactive Augmented Reality to Another Level

On the merger of Fashion and Technology during LFW, designer Sabinna shared; fashion is a lot about history, about reference, and technology is about now, about the future.

Muchaneta Kapfunde
Founding Editor in Chief at | editor@fashnerd.com

Founding editor & WearableTechStylist of FashNerd.com. Over 10 years’ experience in Journalism & Fashion PR. Currently one of the leading influencers speaking and writing about Fashion & Lifestyle Technology.

SABINNA has taken interactive augmented reality to another level. The knitwear and ready-to-wear label, founded by Sabinna Rachimova and her business partner David Reischer, invited attendees to interact with her garments in the virtual world.

Sabinna Rachimova
Sabinna Rachimova

Collaborating with Pictofit and Fashion Scout, the collection explored first love and the romantic experience you feel as a teenager. The Central Saint Martins graduate used Pictofit Augmented Reality technology through the Microsoft HoloLens, which made it possible for buyers to experience her collection through augmented reality.

“Each piece was captured by a rig of 64 high resolution DSLR cameras and calibrated light sources.”

When it comes to how it works, each piece was captured by a rig of 64 high resolution DSLR cameras and calibrated light sources. Using cutting edge machine learning and mesh fitting methods, the garments were prepared for Augmented Reality try-on. The Pictofit HoloLens application operates by allowing shoppers to switch garments with simple hand movements to style outfit combinations.

Pictofit™ is known for pioneering augmented reality (AR) technology to mobile devices.
Pictofit™ is known for pioneering augmented reality (AR) technology to mobile devices.

On their collaboration, Stefan Hauswiesner, CEO of Pictofit, said: “Augmented reality has the power to change how we interact with fashion. From the outfit decision in the morning to buying clothes online, we want to see how we are going to look. We want to be inspired, try different combinations and ask our friends what they think. It’s a social experience and a huge opportunity for AR to become something we use every day.”

“Augmented reality has the power to change how we interact with fashion.”

Besides Pictofit and Fashion Scout, the London and Vienna based label also partnered up with the Fashion Innovation Agency (FIA).  On working with together, Head of the Fashion Innovation Agency, Matthew Drinkwater, shared with FashNerd: “Introducing interactivity into Mixed Reality is a new step for the fashion industry and points towards next-generation experiences for consumers and designers. Immersive, transformative, the potential impact on the industry for this technology is huge.”

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