WorkEtam — augmented reality fashion show
Etam — augmented reality fashion show
Walk through Paris and watch the new collection parade in giant form: a hybrid augmented reality fashion show, with models as tall as the buildings.
The context
For its fashion show in Paris, Etam wanted to extend the show beyond the venue. The project, run at DVgroup, meant temporarily replacing the brand’s main app on the App Store and Play Store for the duration of the event. The idea: a hybrid, digital fashion show that anyone could experience while walking through the streets of Paris.
My role
I handled the technical direction: coordinating the production chain, from capturing the models to integrating them into the experience, managing the back-and-forth with the brand, testing, and store submissions.
What it changed
For the duration of the show, the brand’s main app became an extension of the runway: the collection left the venue and appeared in the city, on everyone’s phone.
What was delivered
A native iOS and Android app, published in place of the Etam app during the event. Walking through Paris, users came across building-sized models wearing the new collection at specific points. Upstream: volumetric capture of the models and retouching of the 3D models to integrate them into the augmented reality world.
What remains
When an experience is tied to an event date, the hardest constraint is not the technology, it is the app stores’ calendar: reviews, back-and-forth, builds to resubmit. I kept one reflex from it: treating publication as a production step in its own right, planned from day one, rather than an end-of-project formality.