SAN FRANCISCO— Scandinavian retailer Carlings is utilising an Instagram update to bring digital clothing to the platform.
Carlings, which created a sold-out digital clothing collection last year, has now released the €40 “Last Statement” T-shirt that comes with a logo triggering various designs that appear on Instagram through augmented reality filters.
When a customer points their Instagram camera at the T-shirt, a design appears; it shifts and moves along with the camera and the person. This allows the customer to digitally wear and share new designs without buying a new T-shirt, says Morten Grubak, Northern Europe executive creative director for Virtue, an agency that led the project.
The Last Statement T-shirt takes advantage of a new “Targeting Tracking” capability on Instagram, which allows AR effects to be triggered by specific images in the real world.
While Facebook has had the capability since April 2018, and Instagram has previously tested it with Starbucks, Adidas and Refinery29 Rooms, this is the first time Instagram’s AR filters have been applied to clothing.
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