The mainstream adoption of extended reality (mixed, augmented, and virtual) continues its forward momentum. The next phase of this widespread adoption might surprise you: New York Fashion Week! Yes, you read that right – extended reality and 3D holograms have found their way to the runways of New York Fashion Week. Yahoo and designer Christian Cowan are leveraging extended reality to elevate their digital presence.

The project has been divided into three distinct phases. The initial phase focuses on creating a digital invitation for the show. Phase two will be unveiled during the live show itself, and we eagerly anticipate what they have in store for us. Lastly, the third and final phase is set to debut in spring 2022.

After experiencing 18 months of remote digital interactions, Yahoo and Christian sought to craft a digital invitation that would infuse a personal, lifelike touch. The outcome was a fully realized 3D hologram of Christian. This augmented reality (AR) invitation conveys a sense of receiving a personalized message directly from Christian, inviting recipients to attend his show. Similar to the concept of Pokémon Go, a virtual holographic image of Christian emerges, seamlessly fitting into the user’s surroundings. The complete 360-degree view offers users the ability to observe Christian from multiple angles, creating the sensation of him being present in person.

This approach could very well shape the future of invitations. Imagine a scenario where users scan a QR code via social media, emails, or even printed materials, resulting in the appearance of a hologram. While Yahoo’s current model employs prerecorded messages, the logical progression would involve the integration of features resembling cameos. This could potentially include the utilization of AI to craft custom messages personalized with the user’s name and other details.

As for the second phase, which is set to be unveiled during the show, speculation hints at its connection to the runway. Perhaps, as models stride down the catwalk, users will receive pertinent information within a hologram, enabling them to instantly purchase the showcased products. This notion aligns with the current tendency for attendees to capture the proceedings on their phones. Future iterations could see this transition from smartphones to dedicated headsets and glasses.

The third and final phase will not make its appearance until spring 2022. However, this stage promises an exciting twist: the inclusion of a QR code or embedded code on the physical clothing’s tag. A hologram will serve as a platform to showcase intricate details or even feature a virtual representation of Christian, offering explanations about the product’s finer points. This innovation will effectively bring forth a “digital presence” of the project creator, allowing them to personally elucidate their design. In this setup, users will engage with product descriptions as if Christian were present in the flesh. The advent of technologies like Azure Object Anchors might even render physical product tags obsolete, as virtual elements take center stage.