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Bershka and FFFACE.ME launch world's first semi-digital clothing collection

Chloe Burney
05 May 2023

Global fashion retailer Bershka and AR filter creator FFFACE.ME have joined forces to create the world’s first semi-digital clothing collection, fusing fashion and technology.

Over the past decade and beyond, the fashion industry as a whole has seen a significant shift from the physical to the digital. Many fashion brands have recently shifted their focus to social media and online.

Just yesterday, Global footwear brand Clarks hosted a concert with Empire Music in the Metaverse, which gave fans around the world the chance to watch a Fireboy DML concert from their homes.

Taking inspiration from the digital realm, Bershka launched the “Wearable Art” collection today in Lisbon.

The collection allows customers to add digital elements to physical garments simply by using the Instagram filter, which allows creating original content for social media. Developed by FFFACE.ME, this innovative approach marks the first of its kind to enter fashion industry.

FFFACE.ME is an award-winning XR & WEB3 Product House that creates AR Filters & AR Mirrors, Digital Clothing, Virtual Influencers and Metaverse projects.

To celebrate the launch, Bershka is hosting an immersive installation in store, helping shoppers explore the possibilities of digital clothing. Visitors can access the experience through Instagram on their mobile devices and watch the garment come to life virtually.

Whats more, this initiative moves towards a future of sustainable fashion as one physical item of clothing can have multiple AR Layers that can be updated over time.

Kristine Egiazarian, Creative Produсer of FFFACE.ME, commented: "Back in 2019, FFFACE.ME pioneered the development of clothing designed for content creation - Semi-digital clothing. We merge digital and physical fashion by combining the tangibility of physical clothing for our physical persona with the ability to create non-trivial content in social media for our online persona. Together with Bershka, this use-case becomes a mainstream, mass-market trend."

The semi-digital clothing collection is available worldwide now.

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