Augmented Bodies: Functional and Rhetorical Uses of Augmented Reality in Fashion

Augmented Reality (AR) is increasingly changing our perception of the world. The spreading of Quick Response (QR), Radio Frequency (RFID) and AR tags has provided ways to enrich physical items with digital information. By a process of alignment the codes can be read by the cameras contained in handheld devices or special equipment and add computer-generated contents – including 3-D imagery – to real objects in real time. As a result, we feel we belong to a multi-layered dimension, to a mixed environment where the real and the virtual partly overlap. Fashion has been among the most responsive domains to this new technology. Applications of AR in the field have already been numerous and diverse: from Magic Mirrors in department stores to 3-D features in fashion magazines; from augmented fashion shows, where models are covered with tags or transformed into walking holograms, to advertisements consisting exclusively of more or less magnified QR codes. Bodies are thus at the same time augmented and encrypted, offered to the eye of the digital camera to be transfigured and turned into a secret language which, among other functions, can also have that of becoming a powerful tool to bypass censorship.