Fifteen years ago one of the most popular videogame between teenagers was The Sims. The game consists in controlling one or more avatars and making them “live their life”. Buy a house and buy the forniture, get a job and go to the gym twice a week. Spending some times for personal hobbies is recommended. Today The Sims is less popular than it was, but who used to play and to love it one decade ago is now adult and forms one of the most important target for fashion: Millennials.
After The Sims we had Fornite and after that social media and filters, which allow users to change their physical features and publish the results online. Brands have learned the lesson quickly and many of them are now developing new online platforms and new functionalities, like Gucci’s new app, which is meant to create a virtual image through which users can “try” the Ace sneakers, or like Napapijri that uses augmented reality instead of real samples to send to clients, reducing in this way waste in the production phase.
Instagram is the videogame of today, where we all move a reproduction of ourselves and we use our best moves to succeed in the social platform. Augmented reality is a big deal, producing million dollars a year, actually based on appearance. Without any sort of judgment, social media’s business works also because things don’t need to be real to be appreciated, and this is also true for clothes.
In this landscape start-ups and technology’s giants like Apple and Google work today, developing online platforms. One of the most impressive new tool allows clients to buy virtual clothes and garments and, thanks to augmented reality, “wear” them in their photographs.
words Giulia Greco