P.E Nation rewrites fashion rules with custom-built AR Changing Room via Andpeople

Creative agency Andpeople has teamed up with active-streetwear label P.E Nation to create a custom-built augmented reality (AR) dressing room ahead of the label’s latest launch.

The digital dressing room was unveiled to coincide with the launch of P.E Nation’s ‘Sustainable in Snow’ collection. In partnership with Andpeople and the globally recognised team behind the Institute of Digital Fashion, the Instagram AR filter allows customers to step into an international snow environment where they can ‘try on’ selected garments from this original collection.

Says Pip Edwards, co-founder, P.E Nation: “Products are no longer limited to curated imagery and look books, but rather experiences that have augmented the way our customers interact and engage with them.

“Winter, for example, represents a seasonal moment of expression, an escape to the annual snow-covered pilgrimage; naturally this year with global and domestic travel bans in place, the season as we know it will be different and we wanted to ensure P.E Nation was moving with it.”

As one of the most significantly impacted sectors from Covid-19, the travel industry and those that operate within the space have been forced to re-examine customer communication and engagement. With the disruption of Covid-19 comes a need for brands and agencies to be agile and think outside the box.

With this in mind, P.E Nation and Andpeople are looking to the future and showcasing fashion within the digital sphere.

Says Andrew McDade, MD, Andpeople: “We wanted to launch this new innovative range by bringing the experience of the slopes to the people, breaking category convention to create a unique set of digital experiences that augment the way people interact and engage with the product.”

Custom created 3D floating garments featuring three items from the collection can be placed in a user’s immediate environment as well as worn in augmented reality via the P.E Nation Instagram filter tab. Consumers can then shop the collection directly via the P.E Nation website.

All snow suits are made from a recycled polyester mix, with 3M THINSULATE Insulation made from 78 per cent post-consumer recycled materials. Stamp your style and interchange these looks; either way, these winter staples will wear just as comfortably on the mountain, as they will off the slopes.

The ‘Sustainable in Snow’ AR dressing room has already featured in global media including Forbes, WWD, Marie Claire and Cosmopolitan and had a 25 per cent sell-through of collection in the first 12 hours.

Client: P.E Nation
Creative Agency: Andpeople Sydney
Developed in Partnership with: Instagram and Institute of Digital Fashion