Augmented reality is many things, but if you look at it more as part of an age-old discourse on how to manifest 3D graphics in space, then it's the same thing as holograms or even magic, for the more agnostic. One particularly challenging aspect of this for designers, is that with it comes a blatant assault on the holy form following the holy function. Because that's not the case anymore. So, what to do?
Well, if you use AR to move at least part of the shape of something onto a digital, real-time tracked layer, you make it become entirely dynamic. Classic example: a t‑shirt. Put a marker on it, point your phone's camera at the marker and bam! There's a zombie dragon flying in circles around the t‑shirt, and you've made the "signs" of that t‑shirt a digital representation. Now onto a Lvl-10 take on this: you're no longer showcasing something tacky like a dragon, but decide that this t‑shirt will show up as a massive digital fur-coat, or something that inflates and deflates… According to the time of day, or how close other people are to the t‑shirt. That's where AR becomes an interesting terrain for designers, and this is in a gist where A P P A R E L starts as a project.

Think of the possibility of an ever-updatable appearance that doesn’t require the buying of more outfits. Think about wearing your online profile, status or avatar. Something live, that changes along with you as if you were wearing your own infographic.
A P P A R E L v1.0 is a functional prototype consisting of a minimal neoprene garment — meant to only cover, and optimized for tracking — and an AR app, which connects to social media, and allows the viewer to seed their data into the digital layer of the piece.
Apparel v1.0 is an experimental prototype for AR fashion based on the N O R M A L S universe. it was made with the support of The National Center of Cinematography (DICRéAM) in France. Software development was lead by V3ga who built the application in Openframeworks.
Big thanks to:
Remy Baudequin …………………………………… photography
Marjorie Aguilar ……………………………… as 3PLUS3MAKE5
Maxime Vautier …………………………………… as ABDLCROCO
Louise Yu ……………………………………
…………… couture
Marjolaine Vialle …………………………… make-up and hair
Damien Sujkowski ………………………
……… all-round sidekick