Experience the major trends of the season through Virtual Reality as Future Fashion comes to Westfield Stratford this Thursday. Billed as a pop-up immersive fashion experience, it follows what the organisers claim was a successful launch at Westfield London in White City.
Using Oculus Rift headsets and fashion avatars, the digital fashion experiences will, it’s hoped, take visitors on a journey through the season’s most covetable trends: Denim, Floral and Future Modern – through virtual reality and avatars.
Fashionistas Angela Scanlon, Laura Jackson and Lilah Parsons have each specially curated ‘trend pods’ to give visitors inspiration and ideas for the season. Each of the looks in the fashion influencers’ trend pods are, of course, available from Westfield’s retailers.
Future Fashion – What’s On..
Using a combination of Virtual Reality headsets with gesture tracking technology (which allows users to see their own hands within the virtual world) you will be able to interact with virtual characters, fly through the landscape and mix and match the different trends
This technology will recognise your shape and represent you through a fashion avatar. Your digital representation then tracks you across the screen as you make sweeping shapes and movements, leaving trails of the season’s trends in the air: Future Modern is expressed through glowing lines; Denim will see the avatar appear as if woven from thread; and Floral will create buds and sweeping colours that flower around you.
After immersing yourself in the virtual journey of the season’s key trends – denim, floral and future modern – you will then be able to digitally curate products that fit these trends and can be found in retailers within the centre. Using giant touch screens displaying Westfield’s trend microsite, Edit Me, you will then be able to experiment by discovering new looks and products and then shop the looks within the centre. For the first time since its launch in 2014, Edit Me will also include menswear, giving fashion conscious men a chance to pick their favourite on-trend pieces from Westfield retailers.
American Eagle Outfitters
American Eagle Outfitters will also be hosting a pop-up installation giving you a chance to pick from the brand’s huge range of jeans and try on in exchange for a limited time in-store discount. They’ll also be showcasing an interactive, Denim Diaries video wall, which uses social media channels to gather shopper generated posts using the #AEODenimDiaries tag to create live and interactive content. The best posts will win prizes ranging from exclusive gifts to in-store sprees.