Beyond Combines Physical and Digital Fashion With AR Snapchat Lenses

People can purchase a hoodie featuring an NFC chip

Creative tech studio Beyond is experimenting with the intersection of physical and digital fashion with the launch of its first “full-cycle” Phygital Fashion Capsule Collection, which, in part, will allow people to try on a hoodie in augmented reality before purchasing a real-world version of the clothing item.

This campaign is split into multiple phases, with the first phase being the launch of an augmented reality Snapchat lens at the Royal Palace in Amsterdam. There, users can view Beyond’s digital fashion avatar, named Onyx, wearing the campaign’s hoodie in augmented reality.



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