NET-A-PORTER launches its spring summer ‘22 campaign, ‘go for bold’, integrating ar and ai technologies

March 16, 2022

LONDON, UK (16 MARCH 2022) – NET-A-PORTER launches its Spring Summer ’22 campaign, ‘Go for Bold’, a visual celebration of movement and color with head-turning hues, striking silhouettes and vibrant accessories. Continuing to innovate the luxury shopping experience, this campaign sees NET-A-PORTER integrate Augmented Reality and Artificial Intelligence technologies, providing a new and interactive way for its customers to enjoy fashion.

Partnering with leading female creative technologist, Ommy Akhe, NET-A-PORTER presents its social audience with an exclusive AR filter, which uses AI to extract colors from its Spring Summer campaign via Instagram. Users can apply and share the filter to add a dynamic rainbow haze to their surroundings and select their favorite palette.

Through its campaign, NET-A-PORTER is merging physical and virtual fashion using AR and AI technologies. Beginning with Balenciaga, from 28 March, NET-A-PORTER customers can shop and explore physical versions of the house’s cult ‘Cagole’ bag alongside its 3D digital twin, which, when viewed in AR, allows customers to see the bag in their own environment.

The full campaign will be available globally across video-on-demand, social and online and will run across NET-A-PORTER’s channels, including Livestream, Instagram, YouTube, and Facebook, available on both the site and app.

At NET-A-PORTER, our ongoing mission is to enhance and transform the shopping journey for our customers globally. We know increasingly they are looking to engage with brands and products through more immersive digital experiences and we are leveraging the best of technology to deliver them a campaign that’s fun, highly visual, and interactive. We are excited to continue to develop this space and bring innovations to customers shopping now and in the future.

Sheena Sauvaire, Chief Brand Officer, NET-A-PORTER