Shinsegae's online fashion platform showcases virtual reality exhibition room for new designer brand

[Courtesy of W Concept]

SEOUL -- Using virtual reality technology, W Concept, the online fashion platform wing of South Korea's retail giant Shinsegae, has showcased a digital showroom of a new designer fashion brand called NILBY P. Users can try on summer fashion items and purchase them on a website connected to the showroom based on an actual offline store located in central Seoul.

NILBY P is a women's apparel brand known for its simple and sentimental designs. In May 2021, the brand showcased its crop tweed jacket in collaboration with Kim Do-yeon, a famous singer who competed in a popular cable TV music survival show "Produce 101."

W Concept said in a statement that NILBY P's virtual reality (VR) showroom was opened on May 24. "We will continue to develop unique digital content that can offer customers new experiences and promote new brands," W Concept official Ahn Ji-soo said in a statement on May 23.

Fashion platform operators have provided different types of content where users can try on various fashion items. W Concept opened its first VR showroom in December 2021 where users can choose and purchase some 140 apparel items from 50 popular brands. Styling guides were provided by virtual models in showrooms. Customers can experience various makeup including lipsticks and eyeliners using a digital device equipped with augmented reality (AR) filters at a Zara store in southern Seoul.

Kim Joo-heon jhkim123@ajunews.com

Shinsegae's online fashion platform showcases virtual reality exhibition room for new designer brand

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