> ## Content Index
> Fetch the complete content index at: https://www.protein.xyz/llms.txt
> Use this file to discover other available public pages before exploring further.

# A P P A R E L
- URL: https://www.protein.xyz/a-p-p-a-r-e-l/
- Published: 2012-08-22T15:55:42.000Z
- Updated: 2025-05-28T11:02:06.000Z
- Description: Augmented Reality fashion has arrived with a garment which exists both physically and digitally.
- Author: Protein
- Tags: Seeds, Fashion, Technology, #protein, #Import 2024-06-11 13:15, #author-change-2025-05-28

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3849/4f591956-4675-4a7a-91a2-e3c4a9db677e.jpeg)

Developed by French creative collective [Normals](http://www.normalfutu.re/?ref=protein.xyz), ‘[A P P A R E L](http://www.normalfutu.re/mp005apparel/apparelv09a/?ref=protein.xyz)’ is the first prototype made from ongoing investigations into augmented reality fashion. Described by its creators as “a piece of clothing designed to exist both physically and digitally”, A P P A R E L‘s striking aesthetic is formed by way of a 3D overlay. When viewed through a device running Normals' custom-coded application, users are able to interact with various parameters that alter the virtual design of the coat.

Once imagined only in the realms of science fiction, real-time remote manipulation of 3D content has quickly become adopted by the advertising industry as a powerful and engaging promotional tool. With the likes of [Jenny Lee](http://jennylee.org.uk/?ref=protein.xyz)’s digital make-up ‘[Immateriality: The Future Human](http://jennylee.org.uk/?cat=21&ref=protein.xyz)’ and A P P A R E L, such projects exhibit an application of this technology by independent creative sources, here in the visual fields of fashion and beauty.

Check out the video above for more info.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3849/f3d9c963-a359-4c19-9835-9a8b8ad391f3.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3849/17fb430e-3ad5-4e03-97b2-d78cff2ed961.jpeg)

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/3849/c2b70515-42a7-439c-ba17-691067a60e11.jpeg)