Guests to Wear Hololens to View Martine Jarlaard’s Collection at London Fashion Week

Published by , September 18, 2016 9:40 pm

(Forbes) Five guests at a time at the Martine Jarlgaard show during London Fashion Week will be wearing Hololens to view the full spring/summer 2017 collection coming to life in the form of holograms in front of them. This first use of mixed reality during fashion week is an aim to reimagine the catwalk show; challenging what it consists of by removing the barrier between the physical location and the audience. The project is the result of a partnership between Jarlgaard, the Fashion Innovation Agency at London College of Fashion and Hololens developers and 3D capturing company, DoubleMe.
Jarlgaard  explained, “The way fashion shows are done, and parts of the whole fashion system, are so conservative and don’t really change; there’s a recipe to do everything. We wanted to provide something very different; to step away from the passive experience where you sit down and the collection is served on a plate. With this it’s more of an exploration. It’s encouraging curiosity, allowing the audience to get in closer to explore the shapes by walking around them.’

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