ASOS are using human holograms in augmented reality

  • London-based HoloMe has developed technology to put real humans into augmented reality (AR) to help brand promotion.

    Fashion retailer ASOS has already taken up this new tech, trialling a ‘virtual catwalk’, where you can bring a model into your bedroom to model clothes for you.

    Upon launching the app, customers can find the option to use the virtual catwalk feature by clicking on “Shop ASOS DESIGN with Virtual Catwalk”.

    All customers need to do is point their smartphone camera at any suitable flat surface and click the ‘AR’ button on the product page in-app, and they will be able to view models as if they are walking in front of them.

    The brand believes that in this way, you get a better sense of the clothing than you would from a static image.

    The feature is available now through the Asos app on iOS 11.3 devices and is being trialled across 100 new-in Asos Design products.

    For now the holograms won’t be customisable in the sense of scanning yourself in and trying on clothes. However, tech start-up site Startacus believes that “holographic projections in augmented reality give a much better sense of scale than still imagery or normal video, and can increase immersion.”

    HoloMe's founder Janosch Amstutz, said in a statement: “By allowing the consumer to bring mobile shopping into their own physical space, we can create a more intimate buying experience.”

    Asos has also recently launched an action on Google Assistant, allowing customers to shop with just their voice, and has introduced an AI-driven Fit Assistant to help customers get the right size, first time.

    The online retailer is trialling other AR features, including a tool which allows customers to view products on different sized models, so customers can get a better sense of how something might fit their body shape.

    The London College of Fashion recently held the world’s first augmented reality fashion show, which HoloMe's Janosch Amstutz also helped with, and French Eurovision star Amir used HoloMe to produce an augmented reality (AR) music video in May.


    Sources: Fashion United, Startacus

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    Niamh is a Sync NI writer with a previous background of working in FinTech and financial crime. She has a special interest in sports and emerging technologies. To connect with Niamh, feel free to send her an email or connect on Twitter.

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