The latest company to license our augmented reality merchandising software, the Webcam Social Shopper (WSS), is one of the world’s most iconic brands: Barbie.
Partnering with Mattel, AttentionUSA and several other amazing companies we let fans of all ages step inside Barbie’s Dream Closet and actually see what they would look like in some of her most famous outfits. It was just over a week ago that the Dream Closet came to life as both a New York Fashion Week event and a website, but I’ll let Mattel’s press release provide more context, rather than recreate the wheel:
The Barbie® Dream Closet New York Fashion Week Experience
Debuting at the famed Lincoln Center, Barbie® will unveil a larger-than-life installation of her ultimate Dream Closet complete with 24-foot tall, jewel encrusted doors leading into a two-story, 9,000 square-foot set with multiple dressing vignettes. The New York Fashion Week installation will transport fashionistas and fans in the area inside Barbie’s fantastical wardrobe complete with augmented reality technology “mirrors” that allow users to literally doll themselves up in Barbie’s most iconic, playful and glamorous outfits from the past five decades. Live models also will “dress the set” adorned in high-luxe looks on loan from the Albright Fashion Library, an exclusive couture library that includes styles from Oscar de la Renta, Alexander McQueen, Gucci, Moschino, Chloe, and Burberry.
BarbieWow.com: A Global Fashion Destination for Fans of All Ages
BarbieWow.com opens its online doors on February 9th as the brand’s first single, global digital destination. The pink portal will transport fans in more than 30 countries inside Barbie’s Dream Closet with unique brand integrations and new media channels of “sharing and trending” that will turn raiding Barbie’s wardrobe into real-time, globally-shared experiences.
Once inside her Dream Closet, girls of all ages can explore a world of endless fashion, accessories and imaginative play, through interactive activities such as a design studio to dress up Barbie® and augmented-reality “mirrors” to dress up themselves using the doll’s favorite fashions. In partnership with top digital and style destinations Polyvore, Pinterest and Rent the Runway, girls can take inspiration from Barbie to create real-life looks and designs that are all their own. The site also features a section titled “Behind Pink Doors,” where top fashion influencers share stories behind meaningful pieces from their personal closet as an example of the transformative power of fashion.
To date, over 530 stories have been written about the Dream Closet, including pieces by The Wall Street Journal, CNET, PSFK and the Associated Press. And while it feels fantastic to get that sort of coverage, it’s reactions like the ones below that make the late nights worth it. Also included below is a rough cut of some video taken during the Fashion Week event. It documents two young women’s reactions as they use The Webcam Social Shopper for the first time. Just like they would in a store, the young women start to honestly discuss what look works and doesn’t work (for them).
A Young Barbie Cheerleader (Credit: BumpToBean)
Two Young Women Using The Dream Closet ( Rough Cut Video)