Fashion meets augmented reality on Mexican catwalk

Guadalajara, Mexico, Jan 18 (EFE).- Designers on Wednesday combined fashion with technology such as augmented reality in the “Futuria” show on the second day of the Intermoda fair in Guadalajara.

Cowboy outfits, a soccer jersey, a jacket with embroidered insects and stuck-on beetles, a top and skirt made with garbage and a dress with a Mexican loom shawl were the pieces that stole the spotlight.

The catwalk allowed the public to interact with the clothes through a QR code and a link to apply special filters with Instagram.

Through the screen the insects came to life, the Mexican loom dress was adorned with precious stones, a cowboy jacket turned multi-colored and the garbage dress was filled with metals.

Nadia Tamez, creative director of the technology company Sinergy, told EFE that they brought together various brands to create the designs as a new way of dressing and interacting with technology.

“We already live in the metaverse, in a social hybrid that is part digital, part physical, and … we can take advantage of this tool to publicize what we have to offer,” she said. “We make these experiences accessible with the applications that we all have downloaded on our cell phones.”

Tamez added that anyone can wear these everyday garments made with conventional fabrics and resources, but then add the digital component, which also allows the pieces to be loaded with advertising elements without it being visible to the wearer.

This conjunction of fashion and technology is not the future but the present, she said, and shortly it will be available for use.

“If the big brands are doing it, why can’t we do it? There is talent, creativity and potential,” she said.

The pieces were made by brands such as Salim, Uno+uno and Cactus, and Mexican artisans.

From Jan 17-20, the 78th edition of Intermoda brings together 600 exhibitors and 21,000 buyers dedicated to the fashion industry from 18 countries.

The program includes fashion shows by Mexican and international designers as well as conferences. EFE

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