ZERO10 is an AR clothing try-on technology providing innovative tech solutions for brands in the digital world.
The meaning behind the name is “when something new and cutting-edge comes to replace the old and outdated,” as Co-Founder and CEO George Yashin told Fashinnovation.
The company’s ideas and purposes are not just a trend but something that could change the industry and create a new format for consumption and content creation. To know better about ZERO10, keep reading!
The Beginning
ZERO10 is a reference to the “0,10 – Last Futurist Exhibition of Paintings”, one of the most influential exhibitions in the history of modern art.
“Back in 2020, I didn’t plan to launch an app or any platform specifically. The idea came out of my years of experience working in fashion”, says Alexandra.
“Thinking of how to avoid it, my partner and Co-Founder Anton Timashev and I decided to try digital garments. When building your identity or creating content for social media, the clothes don’t need to be physical.”
The Founders started looking at the other players offering users ready-made pictures of them wearing digital garments that they could share on social media. Then, they realized that their services had nothing to do with recreating the experience of trying on physical clothing.
To change the fashion industry, both George and Anton needed a unique technological solution behind the idea. That’s how they started working on developing their proprietary augmented reality clothing try-on technology.
How Does Try-on Technology Work?
“Our proprietary AR clothing try-on technology consists of several components. It includes 3D body tracking, real-time multi-class segmentation, and cloth simulation,” said George Yashin. For them, it’s crucial to make the AR fashion experience high-quality. This way, luxury brands and digital fashion creatives can see the value.
Computer Vision Algorithms
And to achieve this, they use Computer Vision algorithms to identify the pose of a person in the 3D world and the user’s body shape. It can be a challenging, ambiguous, and actively researched task. “We are working hard to get high-quality training data for our models, and we perform a lot of experiments with the neural network architecture,” he explains.
Real-Time & Multi-Class Segmentation
Second, they implement real-time, multi-class segmentation to make the experience more immersive and develop stunning visual effects.
Making it More Realistic
Finally, they deploy cloth simulation to make digital clothes look as realistic as physical ones. George states that “it’s a very computationally intensive problem for real-time applications.”
Developing their technologies gives them a lot of advantages over other players.
“With the help of our proprietary technology, we can create new products and solutions for fashion brands and retailers. Our latest solution, ZERO10 AR Mirror for physical retail, is based on our technology and represents the highest quality AR clothing try-on on the market.”
It’s a huge and prospective opportunity for fashion retailers to attract customers and provide new immersive experiences.
Elevating Sustainability With Try-on Technology
Regarding sustainability, AR technology opens many opportunities for users and fashion brands. Integrating tech products into physical retail can offer customers items that are not stocked in-store or not even produced yet, but are available for pre-order to reduce excessive production.
By adopting AR clothing try-on in the e-commerce world, fashion platforms will be able to decrease expenses for delivery services and logistics. In other words, it can provide its shoppers with the ‘try-before-buy’ experience.
George explains that users who want to share more outfits with their followers don’t need to buy new physical clothes each time. Instead, they can wear digital garments and easily create content with them to share on social media.
As technology develops so fast, soon it will be hard to tell digital clothes from physical ones. Also, it’s a big step for the fashion industry as digital fashion is growing extremely fast. But it exists only in the virtual world.
“Augmented reality is the only way to wear digital clothes, adding utility to them and bringing a similar use to them as with physical pieces but without actually producing them. It’s a game-changer to the future of fashion”, he concludes.
If you like the mix of sustainability and technology, then you should read this one next: Technology as an Ally to Build a Traceable Fashion Supply Chain.
ZERO10 & Maisie Wilen
Together with Maisie Wilen, they recreated three digital items from the brand’s AW22 collection. Consumers could wear digital versions of their favorite designs and try-on pieces before purchasing them, as an AR tool was integrated into the designer’s website.
Through this collaboration, ZERO10 offered customers an immersive experience allowing them to interact with products in real-time using their phones. As a part of this project, they recreated a virtual-only dress, which was not available for physical retail, enabling users to experience Digital Fashion.
According to George Yashin, “it was our first project of integrating AR try-on technology into e-commerce. Now, we provide a ZERO10 SDK solution for online fashion retailers and brands.”
Try-on Technology’s Future With ZERO10
AR technology is being adopted and used by more fashion brands, users, consumers, and creators. Even though the technology is still in the early stage of development and recognition, it has a lot of potential and could change the fashion industry. But, it takes time for the audience to see the value and start using the technology in their everyday lives.
For Those Who Want To Enter Digital Fashion
ZERO10 has launched a first-of-its-kind AR Fashion Platform, a digital fashion hub where designers, brands, and users will be able to create and wear virtual clothes in augmented reality.
Through the platform, ZERO10 aims to create a place to display the best in digital fashion and make virtual clothing wearable in real life through their proprietary AR technology, bridging the gap between the physical and digital worlds of fashion and making augmented reality as accessible as possible.
At the start, any creator can send ZERO10’s team their digital items to transform them into an AR piece and show it in the app. Soon, the process will be fully automated, and they’ll provide the design tool to convert 3D items into AR-ready garments.
“Supporting digital fashion creatives and growing our community, we want to contribute to the development of Digital Fashion and make AR technology more accessible. Also, very soon, we’ll be announcing one of our newest collaborations with an American fashion brand”, Co-founder George Yashin concludes.
* Content written in partnership with ZERO10
