April 12, 2022
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Yahoo and Maisie Wilen steal the show at NYFW with a first-of-its-kind digital fashion experience

Opportunities to take fashion digital are growing exponentially, and Yahoo capitalized on this, co-creating an immersive, first-of-its-kind experience which debuted earlier this year at New York Fashion Week: The Shows February 2022.

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Opportunities to take fashion digital are growing exponentially, and Yahoo capitalized on this, co-creating an immersive, first-of-its-kind experience which debuted earlier this year at New York Fashion Week: The Shows February 2022. Returning as the Official Innovation Partner of NYFW, Yahoo collaborated with one of Gen Z’s favorite brands, Maisie Wilen to display her fall collection as a digital-first immersive experience. The first-ever holographic fashion show offered a new way to explore the artist’s collections and demonstrated how Yahoo can provide the technology and innovation to build the bridge between the fashion industry and the metaverse.

Challenging the senses with a phygital catwalk

Yahoo co-created and conceptualized the experience with Maisie Wilen, using cutting-edge volumetric capture technology powered by Yahoo, to build the larger than life holographic experience. The campaign immersed guests and users in a holographic experience melding the virtual and physical worlds of fashion in a way never experienced before. Using 7-foot tall holographic models at the fashion show, the surreal looks were purely digital, in real life. The holograms played and interacted with curated sound effects, distorting space and form that challenged the senses. Following the show, the holograms were then accessible using WebAR and a QR code, and included a GIF collection lookbook, with garments that could be purchased immediately.

Behind the scenes

To create the larger-than-life holograms and AR imaging for the show, Yahoo set up 106 cameras in a studio space, capturing the models with 360° imaging in super sharp 6K resolution. Viewers saw the clothing’s every stitch and detail. Wilen was able to execute her vision thanks to cutting-edge, volumetric capture technology powered by Yahoo. The experiences were published with Yahoo Immersive, the largest extended reality (XR) platform for creating augmented, mixed and virtual reality advertising and branded content with an emphasis on scalable, next-generation experiences.

Model being captured in AR
A place in the metaverse

Following the fashion show, the holographic assets lived on as a shoppable augmented reality (AR) experience in the metaverse. Users can virtually explore the clothing from all angles, see the pieces in their home environment, and purchase them with a click.

The pandemic has increased the desire for a combination of both digital and physical engagement. Our industry-leading technology is helping to reimagine the consumer journey by immersing audiences in the things they love, deepening that connection and showcasing what’s possible in fashion and retail. Our vision for NYFW continues to be to design a digital experience that speaks to the next generation of fashion fans whose wardrobe is made for both the digital and real world, understanding that Gen Z is highly into fashion and curious about the metaverse.

Bring your next idea into the digital realm

Tap into our innovative, creative capabilities for your brand. We’re here to help with your end-to-end creative and campaign strategy, custom content, innovation, and more to ensure that your vision maintains its power and integrity from concept to consumer.

Our global in-house team, Yahoo Creative Studios, helps tell your brand story across multiple screens, including DOOH, CTV, immersive, display, native ads, and more. Learn how Yahoo and Yahoo Creative Studios can bring your brand to life in new, exciting ways for your audiences on and off the catwalk. Let’s connect to create something innovative today.

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