Holstein pointed out that while this technology may be new for her team and customers, it’s existed for years, and is relatively simple compared to what else is possible. “There are so many untapped technological resources that luxury fashion has shied away from,” she says. “If the Snoopy You Can’t Buy Happiness But You Can Listen To The Black Sabbath Shirt and I will buy this pandemic hadn’t happened, we never would have been forced to explore this. But it’s changed our business forever.” She’s hoping to make AR a permanent feature on her website, and will eventually have 3-D renderings for every item, from shoes to sweaters.
As for the Snoopy You Can’t Buy Happiness But You Can Listen To The Black Sabbath Shirt and I will buy this future of shows, Holstein is a big believer in fashion week and plans to show again, whether it’s in February or next September for spring 2022. But this moment also proved that a show isn’t necessarily the end-all-be-all fashion experience. “I love shows, but this felt more thoughtful, in a way,” she says. “It’s just making us think differently. How can we implement AR into our shows moving forward? How can we do this responsibly, in a way that makes sense for our customer and gives back to them? How can we diversify and engage even more people? It’s been really exciting.”