Ommy Akhe on How Augmented Reality Could Transform Fashion
The Business of Fashion Podcast
The Business of Fashion
4.6 • 770 Ratings
🗓️ 29 July 2022
⏱️ 16 minutes
🧾️ Download transcript
Summary
The creative technologist believes that experimenting with new AR technologies could radically reshape products, experiences and habits.
Background:
When it comes to testing new technologies, there is always an element of the unknown for brands. While tech investments may not immediately translate to a revenue bump, willingness to experiment could radically transform the fashion industry, according to Ommy Akhe, a creative technologist specialising in experimental software and augmented reality prototypes, who spoke at The BoF Professional Summit: New Frontiers in Fashion and Technology.
“Understanding your customers, the things they value, the challenges you can help them overcome and what gets them excited — it's essential to meet users where they are,” says Ahke. “The only constant is change. So why not join the journey and start enjoying the current future?”
- Consumers today are younger, spend more time online and are used to valuing arbitrary digital assets like follower counts and verified check marks. This means they are also more apt to spend money on digital items that hold value in the real world.
- The tools that will build the metaverse — including 5G, artificial intelligence and virtual reality, for example — are well established and consumers are used to interacting with them.
- Ahke’s digital skins projects overlay dynamic imagery on bags, clothes and shoes through a phone lens. Brands can implement this sort of technology to drive loyalty and give buyers more avenues for expression.
Additional Resources:
- How the Smart Money in Fashion Is Thinking About Web3. Investors with track records of predicting where fashion is headed have their own ideas of where the big opportunities lie in web3.
- Fashion’s Metaverse Reality Check. The marketing value of digital fashion and NFTs may now be clear, but fashion brands will need to separate hype from the concrete opportunities to generate sustainable revenue streams from the metaverse.
- The Debrief: Who Is Designing Fashion in the Metaverse? BoF’s Marc Bain chats with Lauren Sherman about the 3D creators, game designers and NFT experts bringing fashion into the virtual world
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Transcript
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| 0:00.0 | Hi, this is Imran Ahmed, founder and CEO of the Business of Fashion. |
| 0:07.8 | Welcome to the Bof podcast. |
| 0:09.7 | It's Friday, July 29th. |
| 0:12.6 | Everyone is still talking about the Metaverse. |
| 0:15.2 | But to realize the potential of the Metaverse, we need a breakthrough product for augmented |
| 0:19.6 | reality that drives wide consumer |
| 0:22.2 | adoption and business innovation, something like what the iPhone did for the internet. |
| 0:27.4 | On this week's episode, we hear from an expert in the first generation of AR. |
| 0:32.6 | Amiyaki first worked as an ethical hacker in information security. |
| 0:37.3 | Now, she creates dozens of filters for |
| 0:40.1 | platforms such as Instagram, stories, and Facebook that push the boundaries of AR, which she shared |
| 0:45.9 | with us at the B-O-F Professional Summit, New Frontiers in Fashion and Technology. On this week's |
| 0:51.6 | episode, Ami explains what these innovations could mean for fashion and the new experiences they could power. |
| 0:58.0 | Here's Amiyaki on the B-O-F podcast. |
| 1:01.0 | Thank you to Imran and the business of fashion for having me and thank you to everyone here and online as well. |
| 1:08.0 | I'm going to start off with some great news. We're in the best |
| 1:12.4 | possible setting to start building the future. Expressing an interest is the most challenging |
| 1:17.3 | part and adoption is next. Hi everyone. My name is Omi and I'm a creative technologist. I try to |
| 1:24.5 | help people come to terms with the fact that we're in the future now, as opposed |
| 1:28.6 | of the future is coming. But it's always good to look ahead. Now, I'm sure we're all here |
| 1:33.3 | with the same question. What is the metaverse? How do I engage authentically? Are we in Web 3? Ask |
| 1:40.1 | any expert and the answer is always different. Ask the same expert on a different day. The answer is different. In my opinion, the metaverse does not exist yet. So how do we get there? Let's start with the state of things now. We're expressing or experiencing a digital renaissance, as it were, the pandemic being a huge catalyst. The consumer is becoming younger and more |
... |
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