Londoners Dressed Up Naked Models In Augmented Reality Experiment

By Mara Anton

Posted on September 22, 2016

One online retailer kicked off London Fashion Week on a cheeky note. Lyst challenged passersby to use augmented reality to dress naked human mannequins #realitymagic

The retailer took advantage of the growing trend of virtual and mixed reality, bringing the technology onto the streets. Window shoppers were invited to use a Lyst app to put clothes on four real models, including celebrity Spencer Matthews. With tablets and phones in hand, they were able to see how the clothes fit from all angles, in a 360-degree view. Mashable points out they could even zoom in the items in order to observe the texture and the cut better.

Hey @TheSocialChain, did you see naked @SpencerMatthews wearing the Emperor’s New Clothes for @lyst at #LFW? 👀 🍆 pic.twitter.com/QQIbgAlLli

— Lyst (@lyst) September 16, 2016

“In a week where London comes alive for fashion, we thought it would be fascinating to look at what lies in store — quite literally — for us all in the coming years,” said Lyst CMO Christian Woolfenden. “[…] Merging Lyst’s inventory — the biggest in the world — with the latest developments in augmented and virtual reality and we’ll soon all be able to instantly try out the hottest trending fashions — from street styles to catwalks — from anywhere in the world.”

Although some fashion houses have started selling their clothes immediately after the show ends, most are still making buyers wait months before purchasing any item. In this way, the customer would not only be able to buy the item faster, but also see how it fits before going to the store.