In a recent move to revolutionize how we interact with the digital world, Mark Zuckerberg unveiled Meta’s latest augmented reality (AR) glasses, codenamed Project Orion—a project with various applications for their Meta Quest VR headsets.
Alongside Apple Vision Pro and the recent announcement from Snapchat regarding their fifth generation of ‘Spectacles’ (Snapchat’s augmented reality glasses), these devices are paving the way for a future where augmented reality (AR) and virtual reality (VR) seamlessly integrate into our daily lives.
While it’s still early days for widespread adoption, one thing is clear: extended reality (XR) is poised to become a dominant force in technology.
For fashion brands, this signals a pivotal shift—one that demands they start preparing today. But how? It starts with understanding the vital role of 3D models in this emerging landscape. Without these digital assets, the futuristic capabilities of XR technologies, such as Meta’s Orion or Apple’s Vision Pro, will fall flat. Let’s explore why 3D models are the key to fashion’s future in XR and how brands can take the first steps to leverage this exciting opportunity.
The Expected Growth of XR: A Look Into the Future
The buzz around XR (the umbrella term for VR, AR, and mixed reality) has been growing rapidly. With tech giants like Meta, Apple, and Google all pushing for breakthroughs, industry experts predict XR devices will see exponential growth over the next decade. Reports suggest that the XR market, currently valued at around $31 billion, could reach $300 billion by 2030.
While consumer adoption is still nascent, we’re on the cusp of a significant wave that will fundamentally alter how people engage with digital experiences. For fashion, this means more than just virtual fitting rooms. As XR devices become more mainstream, customers will expect brands to deliver immersive, interactive, and hyper-realistic experiences. But here’s the catch: none of this will be possible without high-quality digital representations of fashion products—3D models.
The Importance of 3D Models for Fashion in XR
Fashion has always thrived on aesthetics, presentation, and experience. In the digital realm, 3D models are what will bring these elements to life. Without them, XR devices lose much of their appeal.
Let’s put this into perspective: Imagine you have the latest 65-inch 8K OLED TV with cutting-edge specs. It’s an incredibly powerful device. But if the content you’re watching is poorly produced or outdated—say, a low-resolution film from the 1970s—the capabilities of that amazing screen are wasted. In the same way, XR devices like Meta’s Orion or Apple’s Vision Pro are incredible pieces of hardware.
But without high-quality 3D models, they lack engaging content, and the user experience will feel underwhelming. For fashion brands, creating detailed, realistic 3D models of their products is the key to unlocking the potential of XR technologies. These models will form the basis for virtual try-ons, immersive shopping experiences, and even digital fashion shows. The better the model, the more captivating the experience for the consumer.
Where Should Fashion Brands Start?
While XR adoption among end-consumers is still growing, brands don’t have to wait for widespread use to begin integrating 3D models into their strategy. In fact, by starting now, fashion companies can position themselves as pioneers, ready to capitalize as the technology becomes more popular. But where should they start?
1. Turning Existing Products into 3D Models:
Fashion brands can begin by investigating how to convert their existing products into high-quality 3D models. Many 3D scanning and rendering technologies are available that can help brands create accurate digital versions of their physical products.
2. Using 3D for Product Images and Packshots:
Instead of traditional photoshoots, 3D models can be used to produce product images and packshots. This can reduce costs associated with photography and create more flexibility for showcasing different angles, textures, and variations.
3. Leveraging 3D for Marketing:
3D models also open up new avenues for creativity in marketing campaigns. From eye-catching videos to interactive ads that allow users to “try on” clothes virtually, the possibilities are vast. Brands should start experimenting with 3D-driven content to engage their audiences in new ways.
4. Using Existing Technologies Like Smartphones and Laptops:
Even before XR devices like AR glasses become ubiquitous, fashion brands can already reach customers through devices that are compatible with 3D models, such as smartphones and laptops. These platforms are widely adopted and offer augmented reality experiences, allowing brands to offer features like virtual try-ons via mobile apps or web browsers.
Why Fashion Brands Can’t Afford to Wait
The shift towards XR isn’t just a trend—it’s the next wave of digital transformation. As the technology matures, consumers will begin to expect interactive and immersive experiences when shopping online or engaging with brands. Fashion brands that fail to adapt will quickly find themselves outpaced by competitors that embrace XR and 3D experiences.
Nobody knows for sure which one, or when, these new head worn devices will become the new version of the smartphone. But by starting now, fashion brands can reduce costs, enhance creativity, and improve customer engagement.
They can also future-proof themselves for the inevitable rise of XR – without trying to predict which device or company to bet on. Brands that invest in 3D models today will have a leg up in the race to dominate the virtual fashion landscape tomorrow.
In conclusion, the convergence of XR technology and fashion represents a new frontier of opportunity. By taking the first steps now—digitizing products, experimenting with 3D for marketing, and using existing platforms to their advantage—fashion brands can position themselves at the forefront of this revolution. As the saying goes, “The future belongs to those who prepare for it today.” In the age of XR, that preparation starts with 3D models.
Are you ready to embrace the future of fashion? Start exploring how 3D models can elevate your brand’s digital strategy and ensure you’re ready for the XR revolution.