Active-streetwear label P.E Nation teamed up with creative agency Andpeople to launch a custom-built augmented reality dressing room.
The digital dressing room was unveiled to coincide with the launch of P.E Nation’s ‘Sustainable in Snow’ collection. In partnership with Andpeople and the team behind the Institute of Digital Fashion, the Instagram AR filter allows customers to step into an international snow environment where they can ‘try on’ selected garments from the collection.
“Products are no longer limited to curated imagery and look books, but rather experiences that have augmented the way our customers interact and engage with them,” said P.E Nation Co-founder Pip Edwards on the launch.
“Winter, for example, represents a seasonal moment of expression, an escape to the annual snow-covered pilgrimage; naturally this year with global and domestic travel bans in place, the season as we know it will be different and we wanted to ensure P.E Nation was moving with it.”
According to P.E Nation, the travel industry has been one of the most significantly impacted by the pandemic. Those that operate within the space have been forced to re-examine customer communication and engagement. It’s created a need for brands and agencies to be agile and think outside the box.
P.E Nation and Andpeople aimed to showcase fashion within the digital sphere.
“We wanted to launch this new innovative range by bringing the experience of the slopes to the people, breaking category convention to create a unique set of digital experiences that augment the way people interact and engage with the product,” said Andpeople MD Andrew McDade.
Custom created 3D floating garments featuring three items from the collection can be placed in a user’s immediate environment as well as worn in augmented reality via the P.E Nation Instagram filter tab. Consumers can then shop the collection directly via the P.E Nation website.
The ‘Sustainable in Snow’ AR dressing room has been showcased in Forbes, WWD, Marie Claire, and Cosmopolitan and had a 25 percent sell-through of collection in the first 12 hours.
Client: P.E Nation
Creative Agency: Andpeople Sydney
Developed in Partnership with: Instagram and Institute of Digital Fashion
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