Renowned luxury fashion retailer Mytheresa is aiming to expand its global reach and attract new customers by embracing immersive technology. CEO Michael Kliger is highly optimistic about the potential of Apple’s Vision Pro, a cutting-edge wearable device that combines mixed reality and artificial intelligence (AI). While the Vision Pro is not yet available worldwide, Kliger believes there will be significant interest from tech-savvy customers in the Middle East.
The fashion industry has already recognized the value of the Vision Pro. Lingerie brand Adore Me recently utilized the device to capture its off-schedule show during New York Fashion Week, enabling viewers wearing the Vision Pro to experience the event firsthand through immersive video. Adore Me CEO Morgan Hermand sees this as the beginning of a new era of truly immersive experiences.
However, there are still challenges to overcome. The Vision Pro’s size and lack of social compatibility make it less suitable for fashion events. Additionally, integrating wearable tech and generative AI into fashion experiences and products remains a complex task.
Another obstacle is the cultural resistance towards AI, with some creatives fearing that it undermines human creativity. Nevertheless, artists like Claire Silver, who sold a collection of 500 digital fashion dresses for $1.2 million in just 12 seconds, embrace AI as a valuable creative tool. According to Silver, AI enhances artistry by offering efficient collaboration and surprising creators with new ideas.
While the fashion industry may have reservations about terms like “metaverse,” it cannot ignore the fact that technology like the Vision Pro falls within its realm. Digital content is making its way into the fashion week universe, bridging the gap between physical and virtual experiences.
As the fashion industry continues to explore the potential of immersive technology, the future of luxury retail could be shaped by AI-driven experiences. While challenges and cultural stigmas persist, the combination of fashion and technology opens up exciting possibilities for customers and brands alike.
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The source of the article is from the blog kunsthuisoaleer.nl