Defy - The UK's first Digital Fashion Show

On the last day of London Fashion Week 2022 in September, Doddz hosted the UK’s first all Augmented Reality Screenwear collection in partnership with Snapchat at the iconic Shoreditch Kachette - DEFY - A Digital Fashion Show.

The premise of the show was to ask those in attendance an invigorating question; can digital fashion help solve the waste problem of the industry?

Pre-show the audience was invited to interact with Doddz’s AR artwork, take part in educational AR experiences and virtually try on garments in front of huge hanging screens. Research shows you remember 70% of what you learn through AR, compared to 10% from reading and 20% from listening, and so AR activations not only allowed people to experience Augmented Reality perhaps for the first time but also helped them to remember the information we wanted them to know before sitting down for the show.

The show saw models walk the runway in nothing but a vest and cycling shorts - the entire collection was only viewable through the audience's phones and a live projection, unlocking the power of digital fashion and a first look at the way AR technology will shape the future of fashion consumption. 25 different outfits were inspired by streetwear designs amalgamated with Doddz artwork which the audience could try it on for themselves after using the innovative body tracking capabilities of Snapchat after the show.