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Bershka and FFFACE.ME team up for innovative semi-digital fashion collection

Bershka, the renowned fashion brand of the Inditex group, has partnered with FFFACE.ME, a leading web3 and XR product company, to launch its first semi-digital clothing collection. FFFACE.ME specializes in creating augmented reality filters and mirrors, digital apparel, virtual influencers and metaverse spaces, and has previously collaborated with renowned brands such as Puma, Adidas, Prada Beauty, Porsche, Visa and Meta.

This collaborative launch, called Wearable Art, combines technology and fashion in a completely new way. It allows Bershka to keep up with the current way of consuming content, where people are shifting their attention from physical clothing to online content.

The technology used in this collection allows customers to add digital elements to selected physical garments through the use of Instagram filters. Users can layer multiple layers of augmented reality clothing and even choose from a wide variety of colors and patterns.

The collection is now available for purchase at all Bershka stores globally, as well as online. Customers also have the option to order the items through the online store.

"In 2019, FFFACE.ME pioneered the development of apparel designed for content creation: semi-digital clothing. We merge digital and physical fashion by combining the tangibility of physical clothing with our physical personality, along with the ability to create unique social media content for our online personality. This partnership with Bershka turns this use case into a widespread mass-market trend," commented Kristine Egiazarian, creative producer at FFFACE.ME.

Notably, this is not the first time Bershka has collaborated with tech companies to launch augmented reality clothing. In June 2022, the brand partnered with DressX, the largest multi-brand augmented reality fashion retailer, to launch eight digital fashion pieces. In addition, in December of the same year, the two companies teamed up again to present an augmented reality clothing collection for the holiday season. This collection included eight festive pieces, available for free on the DressX app.

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