If you’re a fan of augmented reality (AR) technology, then odds are at some point you’ve stumbled across the work of Doddz, a popular AR creator who’s worked with everyone from Disney and Facebook to Doja Cat and Drake on a variety of incredible AR experiences.

The multitalented developer has also partnered with big names like Shaquille O’Neal and Anthony Joshua on unique interactive fashion pieces.

Credit: Defy

Yesterday, Doddz took their fashion ambitions even further with a one-of-a-kind runway show at London’s Kacheete. Created in partnership with Snapchat, the show served as a showcase for Doddz’s new AR fashion line, Defy. Instead of physical clothes, however, guests used the Snapchat app to project digital clothing over the models in real-time.

“It’s a fashion show with no clothes,” said Doddz during a recent interview. “The audience holds their phone up to the models and applies the clothes digitally in real-time, which creates a more immersive experience for the audience. These digital garments produce 97% fewer emissions to produce and the sale of just one Defy product provides 20 meals for a food bank in the UK.”

Credit: Defy

“The initial idea was an educational experience for the public on how AR can work for other brands, but as the show picked up speed and outside interest, it evolved into the launch of a digital fashion brand of its own,” added Doddz. “Now more than ever there’s the need for actual solutions to some of the fashion industry’s issues rather than pointing out the same problems, and I believe digital fashion can help.” 

With the arrival of AR headsets just a few years away, immersive technology is poised to be the next big thing in fashion. We’ve already seen major companies begin to explore how AR can be used to enhance existing clothing or create entirely new ensembles.

Credit: RTFKT Studios

For example, digital fashion house RTFKT recently launched a collection of Nike NFT hoodies. Each NFT comes with a physical hoodie featuring a unique QR code that, when scanned, reveals a pair of digital wings. Prior to that, the studio released its RTFKT x Nike Dunks Genesis CryptoKicks, a pair of physical sneakers with their own NFT counterparts.

For more information on Doddz’s digital fashion brand and various other AR projects visit here.

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