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Fashion brand Couple TX has released a new video and photo series commemorating the debut of their "Being" T-shirt, a special edition item released for the company's 13th anniversary.
The shirt’s simple design is centered around the word "Being" across the chest. Couple TX encourages wearers to spread positive messages by customizing their shirts with their own inspirational quotes or selecting a digitized slogan to put on the shirts using filters on Instagram or Facebook.
The filter activates when the phone's camera detects the word "Being" at which point the AR (augmented reality)-enhanced digital slogans are displayed.
"The idea of implementing the shirt is based on the concept of phygital fashion - merging physical products and digital settings to create a delightful experience for fashionistas," said Chief Creative Officer La Van Trung Hieu.
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"A beautiful mess" is one of ten digital slogan templates designed for the "Being" T-shirts. Photo courtesy of Couple TX |
The spokesperson from Couple TX also cited that many multi-national fashion firms have been embracing and utilizing AR to launch their products into the metaverse as NFT, digital fashion, or phygital fashion. Though this technology is not novel in Vietnam, most brands only use it to create effects at the stores.
"Couple TX employs AR technology to create phygital products that provide our customers with a thrilling in-person and online experience. Phygital is also expected to be a major fashion trend in the near future", he added.
Couple TX experimented with phygital fashion model. Photo courtesy of Couple TX
Currently, the brand's message is "Being together: generating change together".
Ha Nhat Tien, a photographer and designer, shot the new photo series using both cameras and phones while utilizing Instagram. The photo shoot featured three guests: Su Tu An Chay (lifestyle content creator), Chris Ty (founder of zero-waste fashion brand More Than Blue), and Linh Ngo (LGBT rights activist). They're all working on social media initiatives with the aim of making the world a better place.
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The two of pictures taken by designer Ha Nhat Tien with the Instagram app. Photo courtesy of Couple TX |
Tien described the experience as "exciting" but also challenging because he had previously only used professional cameras. He likes that the idea lets young people mix and match their clothes and that it cuts down on the amount of ink used to print slogan T-shirts, which is bad for the environment.
According to Linh Ngo, the project brings hope to social activists like her.
It's heartening to see more and more well-known corporations actually putting their words into action. It's clear that Couple TX is committed to making a change, even if it will take some time to acclimate to and improve upon this new development, she said.
Couple TX launched the "Being" T-shirt design and the eponymous campaign in July to commemorate the 13th anniversary of the founding of the company’s first store. Initially, the brand's tagline was Being you: because you are the best gift in order to thank consumers and staff and to encourage individuals to proudly express their personalities.
In addition to featuring the personal stories of celebrities like Levi (a League of Legends player), Trang Cam Lanh (a karate athlete), and Cheung (an indie singer), the campaign appeals to the nostalgia of people born in the 1980s and 1990s by referencing their own generation's penchant for drawing on T-shirts in the late 2000s.
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A scene from the campaign’s video shows youngsters drawing on a T-shirt, reminiscent of a previous millennial fashion trend. Photo courtesy of Couple TX |
After rebranding, Couple TX has placed an emphasis on offering a wide variety of products in trendy, modern styles and attracting a younger audience through innovative marketing. The company declared earlier this year that it will make sustainable development and community development top priorities.
"We can't fix the world's problems by printing more T-shirts with slogans; we need actual solutions. Possible solution to the overproduction problem in the fashion business could be found in phygital fashion", Hieu stressed.
