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More worried about how you look on the TLs than in real life? Read on

A Ukrainian clothing brand has hit the runway with a range of semi-digital clothing that can be ‘upgraded’ with AR

Margaryta Chornokondratenko

At first sight it looks like an ordinary T-shirt or hoodie, but once a smartphone camera is pointed at it, virtual 3D animation is visible.

Ukrainian family run brand FINCH combined creative forces with a local IT company to design a collection of semi-digital clothing - real items that can be “upgraded” with augmented reality (AR) and exist in real and digital worlds.

“By using augmented reality a designer can create items beyond physical characteristics of fabrics or elements of clothing which do not exist in the real world, but can be seen as dynamic 3D objects in virtual reality,” FINCH co-founder Kateryna Biakova said...

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