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WWDownload: What the Tech Spectacle at NYFW Means

While the fashion world convenes for the London shows, the glow from New York’s latest fashion week shines on, as experts continue to dissect the runways and the Met Gala from talent both familiar and new .

Adding to the spectacle was the technology spotted in and around the shows to strut their own technical stuff. The projects, some of which will extend throughout the month of September, brought augmented reality, behind-the-scenes reports, live shopping and even holograms, among other initiatives, to attendees and online viewers around the world.

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Today’s spate of innovations, flexed by giants across media, social media and e-commerce, delivered new ways to experience the action.

Snapchat’s release of fashion-oriented augmented reality lenses is based on forecasted style trends pegged to each of the four major cities to host fashion weeks this month. Launched with New York Fashion Week, the lenses — a product of the company’s work with digital fabric and body mesh technology — will roll out every week to let users walk their own personal runway by virtually trying on as many as nine different looks.

Yahoo , a Verizon Media company, had its own AR project from its latest partnership with Rebecca Minkoff, this time to feature digitized looks from her latest collection. The immersive experience offered online visitors a virtual version of New York to tour and model photos featuring Minkoff’s styles via NFTs. Additionally, 3D versions of her products will be available for sale through digital fashion marketplace The Dematerialised.

An official innovation partner of IMG’s New York Fashion Week, Yahoo was rather busy this season. The tech and media company also worked with Christian Cowan on a new project pegged to his event, with the designer appearing as a photorealistic hologram, triggered by QR codes.

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