Wear The Weekend #withGalaxy
Samsung teams up with K-Pop artist and emerging AR artists to bring digital Fashion to everyone
In a digital campaign for Samsung, we created an awesome Augmented Reality fashion collection for Fun Mode, the built in feature on Galaxy A devices that lets you apply Snapchat AR Lenses to dress up your photos and clips. To create and promote the capsule collection, the campaign features K-Pop artist BIBI modeling the bespoke looks created by six emerging digital fashion designers, including AR pioneer Ines Alpha, Maison Taskin, SGI Creator, Aliina Kauranne, Gwen Kim, Linxi Zhu. The collection launched on Fun Mode and featured in BIBI’s new music video: The Weekend.
The AR filters were created using cutting edge body tracking technology in partnership with Snapchat and six designers (as mentioned above) from around the world, including Germany, United Kingdom, Finland and South Korea. The wide-ranging collection features physics-defying fashion only possible in AR, from glitch fabric jackets to armoured dresses that everyone can wear. The designs also include fun and quirky moving elements that can be tracked with Snap’s latest 3D full-body tracking technology.
“For this project, I had to create my first ever digital outfit. I couldn't be more excited to do it for BIBI's new video using combined Samsung and Snapchat Technologies. While listening to her song, I imagined her wearing something otherworldly yet glamorous, that would give her self confidence and power. Some kind of an armour but from the next Spring Summer 3022 runway collections." Ines Alpha, 3D Artist
By pushing the limits of AR technology and creating unique fashion lenses, Samsung is opening the door for a massive creative community to participate in the future of fashion. The campaign is an invitation to BIBI’s fan base and Galaxy A users to strut their stuff wearing awesome AR fashion. Next to the Ready-to-Wear fashion AR Lenses, the campaign included interactive Instagram Stories, a global influencer challenge, and a how-to video for Galaxy A users around the world encouraging them to express themselves with these out of this world AR looks. A 30-second film ‘Enter Fun Mode’ launched the campaign and shows how a night out with BIBI and her friends turns into an impromptu catwalk full of fun AR strutting.
Emma Mällinen, W+K Amsterdam Creative, says: We’re all familiar with face filters, but digital fashion is unlocking even greater self expression.