Goodwin, AmaraRieß, HenrikJan LoeblBerlin International University of Applied Sciences2024-01-152025-11-282025-11-282023https://repository.berlin-international.de/handle/123456789/703AI-GENERATED ABSTRACT: Abstract: The omnipresence of smartphones has altered the perception of art and entertainment, including the fashion industry. The widespread use of smartphones during runway shows has led to a diluted live experience for fashion enthusiasts. This bachelor thesis explores the potential of augmented reality (AR) to bridge streetwear and digital fashion, offering a more immersive experience for the audience while preserving the essence of runway shows. The research analyzes fashion's relationship with technology, smartphone rituals, and AR applications in other fields. Experimentation with AR applications will be conducted to assess their suitability for runway experiences. The thesis aims to foster a balanced approach to fashion shows, embracing the transformative power of digital innovations to revolutionize the industry. Keywords: augmented reality, fashion shows, smartphone rituals, digital fashion, streetwear, runway experience, immersive, technology, AR applications, live eventsMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction 1.1 Scope 1.2 Methodology 2. Semiotics of Fashion 2.1 How Streetwear Redefined Exclusivity 2.2 Digitalizing Streetwear 2.3 Evolution of Fashion Shows 2.4 Digitalizing the Runway During Covid 2.5 the "uncanny Valley" 3. Smartphone Rituals 3.1 the "photo-taking-impairment Effect" 3.2 Adoption of High Technology Products 4. Augmented Reality 4.1 Augmented Reality in Fashion 4.2 Augmented Reality in Cultural Heritage 5. Experimentation: Mobile Ar Apps 5.1 Artivive 5.2 Dressx 5.3 Outtawrld 5.4 Reality Composer 5.5 Conclusion 6. Observation: Fashion Show 7. Bachelor's Project: Mat Mars Ar 7.1 Limitations 8. Conclusion 9. Bibliography 9.1 Image ReferencesengDigital FashionFashion ShowsImmersiveLive EventsRunway ExperienceSmartphone RitualsStreetwearTechnologyAugmented RealityThesis