Ambreen Imam
The boundaries between physical and virtual fashion are blurring, offering new avenues for creativity and self-expression.
While all of us were still recovering from the metaverse hype, Apple just in time launched its first augmented-reality headset, the Vision Pro, at its annual Worldwide Developers Conference, or WWDC, on Monday. In the ever-changing landscape of cutting-edge technology, this is not just another fancy innovation, but introduces a whole new world of “spatial computing.” Apple’s Vision Pro embodies a decisive step towards the future, set to revolutionize the fashion industry.
With a sleek black and grey design, priced at $3,499, these glasses offer wearers an immersive experience in both augmented reality (AR) and virtual reality (VR). Equipped with eye and hand tracking, voice control, and a dial similar to the Apple Watch, this device opens up new possibilities for various industries. Let’s explore how the fashion industry and experts view this development and its implications for the future.
As Tim Cook, the visionary CEO of apple, envisages it, the Vision Pro is no ordinary gadget- but like Apple’s other products, its revolutionary. Just like Mac revolutionized personal computing and iPhone forever changed the mobile game, the Vision Pro aims to transport us into the realm of spatial computing, enabling us to experience both augmented reality and virtual reality content, seamlessly integrating digital elements into user’s real-world environment.
During the WWDC, Apple demonstrated with exciting possibilities of integrating this high-tech in our everyday life. Users can dive into immersive movies or video games, capture mind-blowing footage of the real world, engage in virtual meetings and calls, and witness mesmerizing 3D digital content overlaid onto their physical surroundings, which can bring new dimensions to storytelling and shopping. Fashion brands can envision broadcasting fashion shows or offering interactive 3D product experiences, revolutionizing the way consumers engage with their offerings.
While Apple wasn’t the first one to combine the digital and physical worlds through headsets and smart glasses, tech giants like Metaverse and Google and companies like Magic Leap, Snap and others have already worked on this vision, indicating some sort of blend between the virtual and physical spaces, but none of them had really made it big in the mainstream. However, Apple, known for stirring up the market with its irresistible gadgets, had sparked trends in various product categories before such as the iPod for MP3 players and the iPhone for smartphones, is gearing up to make its mark again when its iconic headset becomes available in Apple stores early next year.
Fashion brands have been closely following the augmented reality movement around the globe, as it has the potential to transform the industry by bringing digital clothing into the mainstream. However, unlike Meta, which showcased its vision for fashion in this exciting new realm, the presentation focused majorly on possibilities of brand experiences. The company announced partnership with Disney to transform the magic of Disney’s films and series into mind-blowing immersive experiences.
While fashion wasn’t explicitly mentioned in the presentation, the collaboration with Disney further sets the stage for fashion brands to join forces with Apple and leverage intellectual property to breathe life into their creations in extraordinary ways. As fashion brands strives to captivate audiences and offer one-of-a-kind interactions, partnering with tech giants like Apple would become a game-changer. These collaborations would allow fashion brands to harness Apple’s high-end technology to craft immersive fashion moments that transcend boundaries. From virtual runways in captivating digital realms to interactive shopping experiences influenced by beloved Disney franchises, the sky’s the limit.
Brands are going all out in the virtual realm, with Gucci’s mind-blowing experience in Roblox, Burberry’s mobile shark game, and the fashion industry’s captivating escapades in Decentraland during the Metaverse Fashion Week. These bold moves demonstrate how brands are fearlessly embracing the digital space to go beyond their usual offerings and captivate audiences. It’s an exhilarating fusion of fashion and the External Reality (XR), where brands are pushing boundaries and immersing themselves in a new digital frontier to engage with the next generation of consumers. Through these interactive experiences, fashion becomes more than just a garment; it becomes an immersive journey that blurs the lines between the physical and digital worlds.
While Meta collaborated with Ray-Ban for their smart glasses venture, Apple’s fashion partner is the luxury fashion house Hermès. Apple, with its undeniable prestige, has taken the lead in the AR realm, showcasing a sleeker and more refined experience compared to its competitors.
The substantial price tag implies that this is a technology designed for a select few with a taste for luxury.
The new gadget undoubtedly opens a new realm of exciting possibilities for fashion brands and enthusiasts but with its steep price point, the initial applications of the headset appear to be geared towards the luxury sector. Luxury brands could use the headset as a valuable tool for enhancing internal processes and product creation, rather than a consumer-oriented device. Utilizing digital environments, they can test and develop products before physical samples are produced, leading to cost savings and reduced material usage. These brands have been embracing technology, leveraging data, blockchain, and refining their supply chains. Moreover, the headset holds potential for reaching VIP clients through personalized concierge services, extending the luxury shopping experience into the comfort of their homes. Major companies like LVMH and Kering are expected to develop concierge features for the Vision headset, encompassing their entire brand portfolio. This could be a means to bring the immersive Gucci Garden experience to life in physical stores. While the hefty price tag may deter the average consumer, luxury brands, extended reality (XR) enthusiasts, enterprises, and gamers are likely to be the first to embrace this groundbreaking technology.
One of the most exciting prospects it holds for the fashion industry is the potential for virtual shopping experiences, runways and fashion campaigns and integration of digital clothing in our physical world. Industry experts anticipate that fashion brands will embrace the opportunity to showcase their designs in the metaverse created by the Vision Pro glasses.
The boundaries between physical and virtual fashion are blurring, offering new avenues for creativity and self-expression.
Apple has a proven track record of merging technology and style seamlessly, evident in their successful ventures like the Apple Watch. The Vision Pro glasses have the potential to become not just a technological device but also a fashion accessory. As fashion brands explore ways to integrate their designs with the glasses’ aesthetics, we may witness exciting collaborations and fashionable accessories that enhance the overall appeal of wearing these cutting-edge glasses too.
Fashion brands will definitely be watching closely on how spatial computing develops and what it unfolds for this industry. To achieve widespread adoption, Apple must prioritize affordability, user-friendliness, comfort, and captivating content. Fashion brands and enthusiasts eagerly anticipate the dawn of a new era, where technology and style coexist in harmony.
