Developed by French creative collective Normals, ‘A P P A R E L’ is the first prototype made from ongoing investigations into augmented reality fashion. Described by its creators as “a piece of clothing designed to exist both physically and digitally”, A P P A R E L‘s striking aesthetic is formed by way of a 3D overlay. When viewed through a device running Normals' custom-coded application, users are able to interact with various parameters that alter the virtual design of the coat.

Once imagined only in the realms of science fiction, real-time remote manipulation of 3D content has quickly become adopted by the advertising industry as a powerful and engaging promotional tool. With the likes of Jenny Lee’s digital make-up ‘Immateriality: The Future Human’ and A P P A R E L, such projects exhibit an application of this technology by independent creative sources, here in the visual fields of fashion and beauty.

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