Rebecca Minkoff Fashion Week Show Uses Augmented Reality to Help Real Women Shop the Look Live
Rebecca Minkoff’s Fall preview show at Fashion Week this Saturday wasn’t just about showcasing the latest designs. The brand incorporated augmented reality (AR) technology to offer a unique shopping experience for attendees. While about 350 fashion-forward individuals got to see the new line in person, those unable to attend could enjoy a 360 live experience and a virtual try-on experience powered by the app Zeekit.
The app allows users to upload a photo of themselves and then select clothing items from the show. Zeekit then overlays these items onto the user’s body in their chosen size, creating a realistic virtual try-on experience. This feature aims to address the common challenge of visualizing how clothing will fit and look on individuals rather than just on runway models.
Rebecca Minkoff and her brother/co-founder Uri Minkoff believe this technology is a significant step forward in connecting with consumers in a tech-savvy era of fashion. They see the app as a way to reduce returns by helping customers choose the correct size and style for their bodies.
Uri Minkoff emphasizes the impact of technology on the fashion industry and the changing habits of younger generations. The rise of social media and Instagram has made fashion more accessible and has created a demand for more relatable and diverse representation. Apps like Zeekit help bridge the gap between runway models and everyday women by allowing them to visualize themselves in the clothing, ultimately boosting buyer confidence.
