Jen Lee launches AR game to display SS23 collection

Taiwanese designer Jen Lee has unveiled a gaming app to showcase her spring/summer 2023, with an added activation that took place at London’s Piccadilly Circus.

Swati Bhat

The game, entitled ‘Love is the Answer’, utilises augmented reality (AR) in a setting dedicated to the brand’s own identity, available through a mobile app that can be downloaded on iOS and Android.

Characters, backgrounds and outfits, each created in collaboration with avatar designer Jannan Wang, from Renovation Pictures, reference Lee’s collection and work.

Six virtual characters can be selected in game, and allow players to try on any of the 26 ‘shoppable styles’ from Lee’s SS23 collection, which she showcased at Taipei Fashion Week in October.

An additional six backgrounds will be available for selection, allowing users to immerse their chosen characters into a Jen Lee-inspired space and generate an AR simulation anywhere.

The designer’s SS23 collection consists of deconstructed corsets from Venus Corsetteria, which builds on Lee’s ‘Up-cycled’ series for the line.

Among key embellishments and zip details, Lee’s print for the line features punk-style graffiti, tartan patterns and cut outs created by artist Jun Yao Zoie Liao.

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Zero10 launches AR Fashion Platform allowing users to create and wear digital fashion

Zero 10 has launched a new “digital fashion hub” that will allow designers, brands and users to create and wear virtual clothing through augmented reality (AR).

The ‘AR Fashion Platform’ aims to create a space for the “best in digital fashion”, the company said in a release, while also allowing for virtual clothing to be wearable in real life through Zero10’s proprietary AR technology.

To launch the platform, Zero10 worked alongside creators to gather opinions and feedback and inform on its development.

The platform will allow anyone to showcase their own designs in AR, try on digital garments and curate virtual wardrobes, with it soon set to introduce the ability to sell designs.

Next to its initial launch stage, Zero10 also said it had plans to introduce an educational programme for creators to learn how to transform designs into AR pieces.

Set to go live at the start of 2023, the initiative, ‘Zero10 AR Studio’, will come as a feature in the platform, providing users with “user-friendly” design tools.

Ultimately, the firm, which already operates an AR try-on solution, is looking to democratise digital fashion, making the space accessible to all.

In its release, CEO of Zero10, George Yashin, said: “Using our advanced technology and capabilities, we want to support the digital creators community to make this shift happen and create a future where fashion can truly be expressive and unique, limitless, and more sustainable.

“We want our Platform to become the designated space for collaboration, community and connection where anyone who is passionate about design, technology, content and digital fashion has a chance to bring their ideas into the world via augmented reality.”

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L’Oréal debuts virtual makeup and hair for avatars in Ready Player Me

Beauty giant L’Oréal has revealed a new partnership with cross-game avatar platform Ready Player Me, which will allow a selection of its makeup and hair styles to become available in the platform’s avatar creation programme.

Swati Bhat

Two of the group’s brands, Maybelline New York and L’Oréal Professional, will premier exclusive looks through the platform, which enables the styles to be used on avatars in over 4,000 metaverse-based platforms and apps.

Speaking on the partnership, Asmita Dubey, chief digital and marketing officer of the L’Oréal Group, said: “We believe that the future of beauty will be physical, digital and virtual.

“Our brands are creating new, immersive and virtual experiences using virtual spaces, in-game customised experiences, in-virtual world advertising and virtual ambassadors and influencers. We are very excited to lay the foundations for the future of beauty on Web3 and the metaverse.”

Co-designed by 3D designer and developer, Even Rochette, and a selection of renowned makeup and hairstylists, five Maybelline makeup looks and five L’Oréal-inspired hairstyles will be launched for the metaverse.

In a release, the company said each style aims to encourage users to express their virtual selves creatively, and push boundaries in the digital world.

Camille Kroely, chief metaverse3 officer for the group added: “This partnership allows us to better understand the appetite for virtual beauty amongst consumers and elevate beauty experiences.

“With more than three billion global gamers, our approach is to explore new beauty codes, while making the experience more accessible and inclusive.

“Through creativity, technology and L’Oréal’s beauty expertise, we aim to offer a space for self-expression that reflects the diversity of our world beyond ‘physical’.”

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