#SS22 - SURREALITY
In response to the insight that one of the most unsustainable aspects of the fashion industry is flying buyers and influencers to fashion shows, Gucci creates an inclusive fashion show using AR technology and voting, bringing the fashion show to any living room while predicting top sellers.
This supports Gucci's mission of being the most inclusive luxury fashion label as well as a leader in sustainable value chains.
Student Project - AD/CW: Harrison Hecht
Part 1: One week before the Gucci SS22 show, Gucci fans can go to the Gucci landing page or the mobile app to vote on the looks and the music.
Part 2: The top voted looks are presented in an AR fashion show that brings the SS22 collection directly to your living room.
Part 3: After the show, social media users can download the looks as AR filters on Instagram and wear the looks digitally on stories and posts.
Part 4: The most downloaded looks generate a digital lookbook sent to buyers, predicting top sellers and which locations the looks are most desired, reducing production.