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

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ANREALAGE SS17 Final #pfw #anrealage @anrealage_official

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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.