Westfield London install virtual reality fashion installations for 'Future Fashion'

Westfield London install virtual reality fashion installations for 'Future Fashion'

Discover spring's trends through your own fashion avatar

Westfield malls in London are encouraging shoppers to discover spring trends through a new digital fashion installation that gives customers a chance to explore colours and styles through virtual reality and fashion avatars...

London's Westfield is tapping into new virtual reality tools to give its customers a new way to shop the mall's various Spring/Summer 15 collections. Digital shopping experiences, dubbed, 'Future Fashion,' have been installed in the two London Westfield locations throughout March and April to help shoppers to discover the new season's trends. 

Future Fashion has been described as "a completely fantastical space" by Westfield officials, one element employs the use of a futuristic virtual reality headset which allows shoppers to explore various interpretations of Spring's floral and future modern trends, in a truly immersive and interactive environment. Another will allow shoppers to live vicariously through their own fashion avatars. 

Westfield's micro-site, Edit Me, which is accessible on touch screens throughout the mall, will be the next stop for in-mall digital shopping experience. Visitors will be guided through their own fashion curatorial process, putting together pieces that have been discovered through the Future Fashion experience, so they can purchase the latest trends.  

Westfield has partnered with London-based emerging technologies production company, Inition, to create these experiences. Myf Ryan, Westfield director for U.K. and Europe, has said that the company wanted to design a "more abstract way for our consumers to experience the season's key trends," this spring. 

The role of technology is growing ever more prominent in connecting fashion with customers. A fact  that has been highlighted by the British Fashion Council's recent announcement to launch the new Fashion Future Awards to acknowledge and reward technological innovation in the fashion sphere.  

The Future Fashion event runs March 27-29 at Westfield London and April 2-4 at Westfield Stratford City. The project is in association with American Eagle Outfitters, who are hosting a pop-up installation.