mobile technology

This new AR experience lets you watch a lifesize catwalk show in your front room

The HoloMe x RIXO London augmented reality hologram experience
The HoloMe x RIXO London augmented reality hologram experience

Augmented reality start-up, HoloMe, has teamed up with young British fashion brand, RIXO London, to create a holographic version of the catwalk show for users to watch at home.

Models wearing pieces from the designer’s latest collection were captured in augmented reality using HoloMe’s software solution, which automatically processes visual inputs for the creation of high quality, life-like holograms.

The project, facilitated via the Fashion Innovation Agency at London College of Fashion, then enables consumers to receive and project the holograms into their own rooms using their smartphones, providing them with their own personal show, on demand.

“Augmented reality is going to change the way that the fashion industry creates, showcases and retails its products. The year ahead will see an explosion in opportunities for this immersive technology to totally redefine what we understand as fashion today. We’re excited to collaborate with HoloMe and RIXO to demonstrate yet another use case for AR in fashion,” said Matthew Drinkwater, head of the Fashion Innovation Agency.

Henrietta Rix and Orlagh McCloskey, founders of RIXO London, said: “The technology that HoloMe are producing is going to have a profound effect on how we can showcase our collection to our customers. As a young brand, we are thrilled to be involved with this at such an early stage and be so immersed in the development of augmented reality; our e-commerce platform is such a crucial part of our brand and having this addition will bring it to another level we wouldn’t have been able to imagine possible.“

The broader vision for HoloMe is to be able to digitally teleport users anywhere, anytime. Once someone has been filmed as a hologram, they are automatically processed and can be sent to a friend’s smartphone immediately.

Company CEO and founder Janosch Amstutz believes this will alter the way we stay in touch: “We are unboxing the way people communicate with each other digitally. Until now, digital communication has been encased into rectangular screens which causes a disconnect between communicators, we want to open up this to new possibilities.”