Augmented Bodies: Functional and Rhetorical Uses of Augmented Reality in Fashion

Author:

Logaldo Mara1

Affiliation:

1. International University of Languages and Media, Milan, Italy

Abstract

Abstract Augmented Reality (AR) is increasingly changing our perception of the world. The spreading of Quick Response (QR), Radio Frequency (RFID) and AR tags has provided ways to enrich physical items with digital information. By a process of alignment the codes can be read by the cameras contained in handheld devices or special equipment and add computer-generated contents – including 3-D imagery – to real objects in real time. As a result, we feel we belong to a multi-layered dimension, to a mixed environment where the real and the virtual partly overlap. Fashion has been among the most responsive domains to this new technology. Applications of AR in the field have already been numerous and diverse: from Magic Mirrors in department stores to 3-D features in fashion magazines; from augmented fashion shows, where models are covered with tags or transformed into walking holograms, to advertisements consisting exclusively of more or less magnified QR codes. Bodies are thus at the same time augmented and encrypted, offered to the eye of the digital camera to be transfigured and turned into a secret language which, among other functions, can also have that of becoming a powerful tool to bypass censorship.

Publisher

Walter de Gruyter GmbH

Subject

Pharmacology (medical)

Cited by 4 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Augmented Reality Based Fashion Store;Proceedings of the 2023 Fifteenth International Conference on Contemporary Computing;2023-08-03

2. Intra-Acting Body and Textile Expressions Becoming with Digital Movement Translation;Extended Abstracts of the 2023 CHI Conference on Human Factors in Computing Systems;2023-04-19

3. Fashion and game design as hybrid practices: approaches in education to creating fashion-related experiences in digital worlds;International Journal of Fashion Design, Technology and Education;2022-10-30

4. Protection of Island Culture Based on the Emerging Moving Image;Lecture Notes in Electrical Engineering;2020

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