J.Crew brings Virtual Closet experience to Apple Vision Pro with 2023 RTIH Innovation Awards winner Obsess
J.Crew has launched a Virtual Closet app on Apple Vision Pro, the heavily hyped new spatial computer that blends digital content with the physical world and unlocks spatial experiences.
Created in partnership with Obsess, this allows users to shop J.Crew products in an interactive, ultra-high-definition 3D environment.
It utilises SharePlay, a set of features for shared experiences while on a FaceTime call, to chat with J.Crew's stylists or host group calls to get others' opinions on looks.
"The Virtual Closet is a first for the fashion industry, leveraging Apple's newest technology to immerse shoppers in a hyper-realistic styling experience with our brand," says Halsey Anderson, VP of Marketing at J.Crew.
"We're thrilled to continue our partnership with Obsess to use this cutting-edge device to bring J.Crew into an exciting new era of spatial shopping and styling.”
“We're particularly excited for our stylists to use Apple Vision Pro to work with customers in a more dynamic way than ever before, via SharePlay in FaceTime. This incredible technology, combined with our rich brand heritage of best-in-class service, will provide endless styling capabilities."
In visionOS, Virtual Closet users can explore a curated selection of the brand's products while also being able to examine the texture and quality of the materials at higher magnification than ever before.
Through the app, users can use intuitive hand and eye movements to browse a selection of J.Crew items, and mix and match pieces in order to create an ideal outfit for any occasion and see how it looks on their personal in-app mannequin.
The app also features realistic background scenes that aim to inspire users to both build a new wardrobe and update their existing one.
Virtual Closet is an extension of the brand's web-based immersive experiences created by Obsess last year.
"This groundbreaking experience for Apple Vision Pro is setting a new standard for shopping for fashion in the era of spatial computing," says Neha Singh, CEO and Founder at Obsess.
"The ability to create outfit combinations for different occasions interactively and at a life-size scale in the J.Crew Virtual Closet app is a novel e-commerce utility. In addition, the ability for a J.Crew stylist to style outfits remotely with a customer via SharePlay is the most advanced form of digital clientelllng available today."
2023 RTIH INNOVATION AWARDS
Obsess emerged victorious at the 2023 RTIH Innovation Awards, picking up the Virtual Store of the Year gong for its work with American Girl.
Our 2023 winners were revealed at a fantastic awards ceremony, which took place at the Barbican Centre in central London.
The event was held on Wednesday, 29th November, maintaining its popular evening format, with a drinks reception in the stunning Conservatory, followed by a Christmas themed three course meal, and awards ceremony in the Garden Room.
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