To demonstrate the importance of digital ownership and virtual goods, the project employs NFTs and Snapchat body tracking.
Digital Agency Department, has developed an augmented reality puffer jacket using non-fungible tokens (NFTs) and Snapchat's full body-tracking tool in an effort to help marketers better understand the importance of virtual apparel and products while highlighting the growing trend of digital ownership.
On Snapchat, a limited number of NFT virtual puffer jackets are available to try on in AR. The "gravity-defying" 3D jacket was designed by Byte, a Dept-owned marketing technology agency, and features bold, vibrant animations of Dept's logo. Dept bought Byte in February 2021.
Byte also produced an AR lens using Snapchat's full body-tracking tool so that buyers of the limited-edition jacket can upload clips of themselves wearing it while on the go to the website.
NFTs use the blockchain to enable people to buy and sell ownership of unique digital assets while still keeping track of who owns them. Dept made its NFTs on NFT Showroom, a Hive blockchain-based digital art marketplace. When you purchase one of the Dept NFTs, you will receive a video render of the jacket as well as access to the Lens Studio design files.
The virtual puffer and Snapchat lens are part of Dept's ongoing Dept Apparel monthly drop, which features streetwear made from sustainable fabrics, recycled materials, dead-stock, and vintage pieces for the agency's global workforce.
"Social media users have been hungry for virtual fashion and products for a long time now, a trend that accelerated during the pandemic," Isabel Perry, director of technology at Byte, said. People will be able to better display their virtual objects through social media now that Snapchat has launched a new body-tracking app.
"Furthermore, it's obvious that NFT-powered digital ownership is something brands need to start thinking about after Beeple's Everydays: The First 5,000 Days artwork sold for $69 million at Christie's as an NFT. As a result, we decided to use the upcoming Dept Apparel drop to bring these trends together as a way to showcase the future of shoppable AR in a powerful way."
While several non-fungible tokens are purchased solely for the purpose of owning a one-of-a-kind digital product, the fashion industry is exploring the future of virtual wearables that can be worn and viewed through augmented and virtual reality.
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