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Bershka teams up with DressX and Smiley for phygital collection

Jeremy Lim
20 June 2022

Fashion-tech company DressX is teaming up with Bershka and Smiley on the launch of a fashion collection which can be purchased both physically and digitally.

The physical collection features the iconic Smiley brand, which celebrates its 50th anniversary this year, and includes a matching loungewear set, T-shirts, crop tops, swimwear and accessories as well as a specially created fragrance.

The partnership celebrates the launch of Bershka digital "metalooks", with the introduction of seven AR fashion pieces allowing the digital fashion community to browse and try on the collection first, on the DressX app.

Users can choose their preferred Bershka AR look on the dedicated site and wear them via the DressX app.

Founded in 2020, Los Angeles-based DressX is a multi-brand store for digital fashion clothes and accessories, NFTs and AR looks. The company has previously collaborated with a number of physical and digital fashion labels including Burberry, Balenciaga, and H&M.

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