REPORT
Attraction: Virtual
Tech for hats and costumes
by Lauren Ritchie
Emerging technologies such as artificial intelligence (AI), augmented reality (AR) and virtual reality (VR) are transforming entire industries. Fashion brands, accessory designers and costume houses are increasingly using tech to develop their business digitally and reach out to customers online. In the hat industry, AR/VR has already begun to make an appearance, as exhibited with the brands here.
52 | the hat magazine #97
AR hat filter Felicity Northeast
In 2020 the Australian state government body Creative Victoria began a project that partnered local Victorian creatives with AI and VR developers. The initiative explored how designers could evolve their brands in a way that encouraged customers to embrace new technology when adding to their wardrobe. Taking part in this program was Melbourne-based milliner Felicity Northeast, who was paired with the VR/AR studio Ignition Immersive to develop Instagram filters for her designs. Working in person and remotely, the team launched a set of five filters with variations using Facebook’s Spark AR platform.
Although the Immersive team’s experience was
all virtual, they had done mainly 3D photography and video. “They had not used this Facebook app before, so they were trialling it with me and a sunglasses company called Maude,” says Felicity. “The sunglasses came across much easier; the hats were a lot more tricky. I started going through other apps trying to see what was around and what you could do. At that stage, Millinery Market was just starting to
release their filters, but otherwise Felicity Northeast
there was not a lot available yet.” When selecting the first designs that were going to be digitalised, Felicity was advised not to choose any
translucent material, veils, or feathers unless they were structured. “Since they were doing 3D photography, they didn’t want any movement in the designs they were going to capture. They looked at some of the hats that I had and asked me to take off the band and the trims, which they needed to photograph separately.” One of her designs had a tie at the back but
that had too much movement. “The tie now goes at the front, just because it was easier for them to photograph. For one sun hat, I could get a virtual version with a tie, without a tie, and in three different materials.” For the racewear range, the
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