Body tracking? 3D meshing? What’s really going on? Dressing rooms are out, Hapticmedia is in.
Limitation in one’s ability to explore, trial and mix-and-match produces sensationalism – a fashion fundamental – around dressing room rhetoric. As it becomes more of an imaginative field, re-representations of subjective apparel assessment grow with more intrigue. Impatience, information overload, and the ability to purchase items at break-neck speed are encouraging solutions to eliminate parts of the buying process that seem of no use to the average consumer – or at least for the average consumer who hates trying things on.
Originally the concept of Virtual Try-on was popularized in the eyewear industry through brands like Warby Parker. Contemporarily, social media giants like Tiktok and Meta to 3D Fashion muses such as DressX, WANNA, Zero10 are infusing AR-fashion to a new material consciousness. Hapticmedia, based in Strasbourg, France specializes in product digitalization with a host of luxury brands including Piaget, Baccarat, Kenzo, Guerlain, and others.
Since the early 20th century Italy has had a tradition of futurism in fashion. Diesel and Dolce & Gabbana have each added VTO features to their shoppable web interfaces. Use of VTO is helping companies establish a deeper connection between brands, buyers and consumers. The tactile sensation of a dress, shoe, watch, or otherwise fashionable object is pivotal to the accentuation of shopping as an experience, rather than as a mere point of transaction. Hapticmedia aims to augment the experience for consumers and buyers across all browser, web and social channels. Haptic technology, as a terminology, emphasizes the utility of touch as a necessary innovation to communicative media. Touch-and-control virtuality designs ultra-realistic mediums of connection.