REPORT
the sun hats were being printed at a local printing company, therefore I could give the developers the actual template to create the VR versions.” Felicity’s customers are now using the filters to explore different
styles and options in the range. “It is another way for clients to interact with a brand. I’m still saying “use it as a guide” because there are certain things, particularly the resizing, that are not quite resolved. I think the VR option has got potential, but that we’re very much at the start of it.”
More information
www.felicitynortheast.com
Millinery Market
developers suggested a traditional hat: “This was because they said from their stats they saw that a lot of women wear these, and this way we would offer them something a bit familiar.” The photography of the hats was
quite challenging, as they were in strict lockdown during this period and work had to be completed remotely. It was also tricky to get the scaling right for the filters when parts were photographed separately. “When I was showing how to put the trims on, initially it was back and forth remotely and trying to get the sizing right on my head but also get the proportion of the trim to the base correct first.” Felicity learned that the AI filter
resizes as it was initially developed to work with dress sizes. “It sums up your body, decides you are a size 12 and will then give you a size 12 piece of clothing. But for hats and sunglasses, the hat size doesn’t change – shouldn’t change, even. That was a really big problem. I’ve got a feeling that the length made more of a difference than the width of the face, because for people in my test group that had the same size head but different face shapes, the hats would fit slightly differently. But we worked out that you have to play with the distance from the camera, and that different angles work slightly better as well.” The designs Felicity gave to the
developers were those which were practical and which would work best timewise. “I decided to use my detachable trim range for the project as this way we could create as much variety as possible. I also went with sun hats because if they photographed one of these, they could then interpose the other materials on top. The fabrics of
Millinery Market is an online platform where milliners can showcase their creations and racegoers can buy or rent a one-of-a-kind piece of millinery. Founder, and enthusiastic racegoer herself, Milano Imai decided a few years ago to add augmented reality to the platform to make it easier for her customers to find the perfect headwear to go with their outfit. “When preparing for a race day, I often have
my outfit ready first and my millinery choice comes last,” says Milano. “In the past I would use an outfit planning app called PicCollage, which allowed you to cut out 2D images of hats and position them on a photo of your outfit. While it did help to give you a feel of how a hat would pair with a dress, it took time to prepare and you ended up with a static image where you couldn’t see how it would look from different angles. When Snapchat and Instagram started introducing different augmented reality filters, one day I thought to myself: ‘Wouldn’t it be neat if we could use this technology to help with outfit planning and choosing a hat?’” Milano thought that if she created a set of
hat filters with different hat shapes and colour options, it would help customers visualise how a certain hat would look with their outfit and enable customers to proceed more confidently with an online purchase. “And besides that,
Milano Imai at Fashions on the Field 2019
selfishly I desperately needed such a tool to help with my own outfit planning!” For the hat filters, Milano
selected the most popular hat shapes from Millinery Market based on which had the most listings. She then used a very simple version of each shape, and added a feature such as a flower, feather or veiling to some of the designs. “I initially launched with five different hat shapes in April 2021, which included a boater, percher, wide brim, crown and headband. The first one naturally took the longest as the whole process was brand new to me. I think it took me maybe three or four months to develop those first >>
Millinery Market hat filters
may 2023 | 53
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