eTryOn: An Introduction to XR in Fashion
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1. An overview of potential AR/VR applications in fashion 2. An overview of the eTryOn consortium project, doing R&D into 3 of these applications 3. Key technical challenges and opportunities for XR in fashion over the next few years
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eTryOn: An Introduction to XR in Fashion
- 1. eTryOn & an introduction to XR in Fashion Jim Downing CEO, Metail The eTryOn Project IEEE International Symposium on Mixed and Augmented Reality (ISMAR) XR4Fashion Workshop 4th October, 2021 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
- 2. Contents • Intro • Applications of XR in fashion • XR advantages • eTryOn
- 4. Browzwear 3D garment simulation High res 2D ray trace render Draft 3D scan 3D rigged scanatar Pose detection from photo + Metail posed 3D Browzwear scanatars EcoShot - offline AR for composite model images
- 5. First Shopping & Fashion Fellow, Snap GHOST Innovation Lab Metail x Valentin’s Studio eTryOn project (EC funded) AR try-on 2020- Snap codes at the end of the presentation...
- 6. A chart of XR in fashion Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Physical Metaverse
- 7. A chart of XR in fashion Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Physical Metaverse Future Widespread Established Nascent
- 8. A chart of XR in fashion Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail In-game clothing Physical Metaverse Future Widespread Established Nascent
- 9. A chart of XR in fashion Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Virtual sampling In-game clothing Offline AR try- on (composite images / video) Physical Metaverse Future Widespread Established Nascent
- 10. A chart of XR in fashion Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Virtual sampling Virtual showrooming & B2B sales Virtual fashion Virtual try- on Digital models In-game clothing Offline AR try- on (composite images / video) Physical Metaverse AR in-store AR / VR product view Future Widespread Established Nascent
- 11. A chart of XR in fashion Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Virtual collaborative design Virtual sampling Virtual showrooming & B2B sales Virtual fashion Virtual try- on Realtime AR try-on (magic mirror) Digital models In-game clothing Offline AR try- on (composite images / video) Physical Metaverse AR in-store AR / VR product view Future Widespread Established Nascent
- 12. Differing priorities Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Physical Metaverse
- 13. Differing priorities Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Physical Metaverse Accuracy Realism
- 14. Differing priorities Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Physical Metaverse Accuracy Realism Specialist tools / platforms Existing platforms
- 15. Differing priorities Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Physical Metaverse Accuracy Realism Interactivity Specialist tools / platforms Existing platforms Immersion Inertia from legacy Ux
- 16. Differing priorities Apparel supply chain: Brands, manufacturers, wholesale Consumer-facing: Social, marketing, retail Physical Metaverse Accuracy Realism Interactivity Specialist tools / platforms Existing platforms Immersion Inertia from legacy Ux
- 17. Benefit 1: Dematerialisation of product development ● Fashion’s two big root problems: - ○ Consume-dispose behaviour (“fast fashion”) ○ Making too much stuff with too much risk that there won’t be enough demand for it (“The inventory problem”) ● Dematerialisation helps because ○ Fewer physical samples, less air freight ○ Faster → easier to respond to issues ○ Faster → develop later, don’t develop things the market won’t demand ○ Only make designs that will sell → Less overproduction
- 18. Benefit 2: Richer engagement with brand & design • Advertising oligopoly means high cost of customer acquisition • → companies looking for cost savings • Need to engage with consumers where they spend their attention • Gen Y / millennials: Social (FB, insta, youtube) • Gen Z: Social / gaming (TikTok, Snapchat, twitch) • Deeper engagement in marketing • → more likely to buy things we’ll love and wear.
- 19. Benefit 3: Virtual Fashion as a new modality • Gen Z less hung up on physical = authentic • Fashion for identity and self expression, without the consumption • → A sustainable alternative to Fast Fashion? • E.g. The Fabricant, DressX, DIGITALAX
- 20. The eTryOn Project Background Consortium Project timeline 3 applications
- 21. The eTryOn Project Funded under the European Commission Horizon 2020 programme New HFI experiences Creative Social Shopping Modernize the way people create, consume and experience fashion items (clothes) by offering novel Human-Fashion- Interaction (HFI) applications https://etryon-h2020.eu/
- 23. Consortium Centre for Research & Technology Hellas (CERTH), Greece Belgium UK UK Switzerland 3D Avatar generation from images on mobile ● 3D Avatars into 3D CAD and XR platforms ● 3D garments into XR platforms ● Garment model optimisation and ML development ● Building XR Apps ● Consumer preference prediction ● Pilots and project oversight ● 3D CAD garments & development ● Planning & running user pilots ● Prediction of consumer preference & marketing insights
- 24. eTryOn Timeline Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2020 2021 2022 User requirements Initial architecture design Initial APIs and middleware specification Application Pilots start Pilots finish Technical report Technical report Technical report Technical report https://etryon-h2020.eu/
- 25. 1 - Designer App Designers and Fashion Perspective Future HFI Limited information on the fitting Garment production iterations - > high cost Fitting to grayscale, predefined & static avatars Immersive VR offering realism and movement of avatars Current HFI
- 26. ● Avatar photorealism & quality ● Animation of fit model avatars ● Garment animation quality vs interactivity ● Users have very high bar for accuracy ● Match convenience of existing tools ○ Sketches ○ Illustrator ○ Samples ● Predicting market response Key Challenges
- 27. 2 - (Social) DressMeUp App Influencers and Fashion issues Future HFI Clothes bought for a one- off sharing -> high cost Cost & materials limit the garment designs Access to physical garments is required Digital garment collections regardless of material cost for one-off sharing Current HFI
- 28. ● Avatar accuracy and rigging ● Super-accurate pose detection ● Matching light & environment ● Composition through image processing & ML User Photo 3D CAD garment, simulated on user’s shape & pose Composite image Recommend garments based on interest Key Challenges
- 29. 3 - Magic Mirror App Shoppers and Fashion issues Future HFI Finding the right fashion item in terms of size-fit, colour, style and quality is challenging High return rates -> high operational costs Online shopping of garments similar to buying books (manual fitting) AR app that simulates the physical experience of trying on clothes in-store Current HFI
- 30. Social AR: Snapchat Lens ● Avatar accuracy ● Skinned garments lack realism ○ No draping ● Can be difficult to get skinning weights looking good ○ (new external mesh makes this easier). Remaining technical challenges
- 31. ● Unity-based mobile app ● Recommendation-drive product discovery ● More accurate avatar shape (precalculated) ● Pose detection through ARKit (better?) ● Better garment sim using ObiCloth ● Feedback on fit of garment using realtime heat maps ● Model resolution and performance ● Optimising garment sim to accurately reflect garment ● ML prediction of fit (and later drape) Magic Mirror App c.f. Snapchat lens Technical Challenges
- 32. XR in Fashion: Challenges & Opportunities • Massive social media & gaming industry investment • Increasing mobile compute power & sensors • Commercial success of AR advertising in other sectors (e.g. furniture, make up) • Adoption of 3D CAD not widespread & slow adoption • Cost & effort in creating 3D content for XR • Fidelity of material representation • Computational cost of garment draping • No clear driver from user need Opportunities Challenges
- 33. Questions? jim@metail.co.uk www.metail.com https://www.linkedin.com/in/jimdowninguk/ IEEE International Symposium on Mixed and Augmented Reality (ISMAR) XR4Fashion Workshop 4th October, 2021