September 15th 2013 London – HEMYCA, a British luxury womenswear label has partnered with the experts in advanced 3D digital experiences, HOLITION, to reveal an exclusive virtual experience to London Fashion Week which has also been highlighted in LFW’s Digital Schedule featuring the definitive selection of the best AW13 and SS14 fashion digital presentations
Helen Clinch and Myra Nigris, co-founders of HEMYCA, devoted to the art of luxury fashion see technology as a natural extension to the world of fashion as a way of interacting personally with their digital consumers. Never before seen during London Fashion Week, HEMYCA and HOLITION will take the standard catwalk and fuse it into a fully engaging digital 3D experience, with designs coming to life through a specially designed app as well as groundbreaking augmented reality technology. The HEMYCA SS14 ‘Unpredicted’ Collection, will reveal the future of fashion into a new digital era. Making the experience of the fashion presentation, one to remember.
Myra Nigris of HEMYCA commented “We are thrilled to be partnering with Holition for SS14. They really do lead the way with augmented reality and the results of integrating it into HEMYCA’S presentation are looking amazing. It’s the perfect time to be embracing digital with so many of our clients now interacting with our brand online. The show will certainly be luxury fashion in a way never seen before during London Fashion Week, and we can’t wait!"
Jonathan Chippindale, CEO of Holition said “We have been working more and more with the fashion industry and for a company like HEMYCA to embrace our technology in this luxury environment shows how they completely understand the importance of engaging with their digital customer at all levels. In this way augmented reality provides fashion houses with exciting new marketing tools to target their customers and by adopting this technology are able to tell their story to a wider digital audience.”
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