search
Glossy Logo
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Glossy+
  • Podcasts
  • Events
  • Awards
  • Pop
  • Shop
search
Glossy Logo
Subscribe Login
  • Glossy+ homepage
  • My account
  • FAQ
  • Newsletters
  • Log out
  • Beauty
  • Fashion
  • Pop
  • Glossy+
  • Events
  • Podcasts
  • Newsletters
  • Shop
  • facebook
  • twitter
  • linkedin
  • instagram
  • email
Fashion

Japanese brand Anrealage hosts augmented reality fashion show

By
Sep 27, 2016

Fashion shows are about the real-life experience, but Japanese brand Anrealage is going the opposite route. It’s asking attendees at its Paris Fashion Week show to fix their eyes on phone screens, not the models.

In what was essentially a runway of walking QR codes, Anrealage debuted its “Silent Augmented Reality Show” at Palais de Tokyo during its show on Tuesday, eschewing a traditional catwalk for a more digitally driven experience. The show featured models wearing the brand’s dresses, with black rectangles covering large swaths of the designs. Attendees could download the Anrealage app to use augmented reality technology to make the bars disappear in real-time on their mobile screens, making the entire dress visible on screen only.

The name of the company, founded in 2003 in Tokyo by Japanese designer Kunihiko Morinaga, is a combination of the words “real,” “unreal” and “age.” Its focus has been on integrating augmented technology with high fashion.

AR-activated garments at @anrealage_official

A video posted by Susie Lau (@susiebubble) on Sep 27, 2016 at 9:55am PDT

ANREALAGE SS17 Final #pfw #anrealage @anrealage_official

A video posted by Nicolas B.F. (@dearnicolas) on Sep 27, 2016 at 8:58am PDT

Anrealage’s efforts build upon the influx of augmented reality apps in the beauty industry, notably among brands like L’Oreal, Urban Decay and Sephora, who have all teamed up with technology company Modiface in recent months to allow users to test out hairstyles and lipstick hues on mobile phones.

  • facebook
  • twitter
  • linkedin
  • email
Related reads
  • The Glossy Week in Review
    Week in Review: eBay’s luxury play, the viral Schiaparelli show, the future of denim
  • Fashion
    Zegna expands portfolio with new stake in Norda Run
  • Fashion
    As activewear sales slow, Athleta turns attention to new categories
Latest Stories
  • The Culture Effect
    What’s behind the Mikayla Nogueira mascara controversy
  • The Glossy podcast
    The Glossy Week in Review
    Week in Review: eBay’s luxury play, the viral Schiaparelli show, the future of denim
  • Valentine's Day Design
    Shopping
    Valentine’s Day Gift Guide: Romantic gifts under $75
logo

Get news and analysis about fashion, beauty and culture delivered to your inbox every morning.

Reach Out
  • Facebook
  • Twitter
  • Linkedin
  • Instagram
  • Email
About Us
  • Advertise With Us
  • Digiday Media
  • Custom
  • Masthead
  • FAQ
  • Privacy Policy
  • Terms & Conditions
©2023 Digiday Media. All rights reserved.