Bershka Partners with FFFACE.ME to Drop a Semi-Digital Fashion Collection

Inditex’s mass-market brand Bershka partners with XR and web3 product house FFFACE.ME to release its first semi-digital clothing collection. The agency focuses on the creation of AR filters and mirrors, digital clothing, virtual influencers, and metaverse venues. It has previously worked with such noted brands as Puma, Adidas, Prada Beauty, and Porsche, as well as Visa and Meta. 

The collaborative drop, called “Wearable Art,” blends technology and fashion in a new way. The release allows Bershka to keep up with the modern way of content consumption, where individuals shift their attention from physical outfits to online content. 

So, technology allows customers to add digital elements to selected physical items by using an Instagram filter. Individuals can add multiple AR layers of clothing and even choose colors and shapes from a variety of options. 

The collection is now available for purchase in all Bershka stores worldwide. Individuals can also order the items online. 

“Back in 2019, FFFACE.ME pioneered the development of clothing designed for content creation – Semi-digital clothing. We merge digital and physical fashion by combining the tangibility of physical clothing for our physical persona with the ability to create non-trivial content in social media for our online persona. Together with Bershka, this use-case becomes a mainstream, mass-market trend,” said Kristine Egiazarian, the creative producer of FFFACE.ME. 

Notably, this is not the first time that Bershka collaborated with a tech company to release augmented reality clothing. In June 2022, the brand partnered with the largest augmented reality fashion multi-brand store DressX to drop eight digital pieces. Following this, in December, the companies teamed up to release a Christmas AR clothing collection. The collection includes eight festive pieces, which are available for free on DressX’s application. 

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