Bershka Continues To Promote Phygital

But, in case the previous deliveries went unnoticed, you should know that all the physical garments in this capsule are transformed thanks to the use of augmented reality. And that is where the name phygital comes from , in which the physical and the digital are combined.

Thanks to its ongoing collaboration with FFFACE, Bershka is expanding its “Wearable Art” family with a capsule of five new exclusive graphics that are once again inspired by the latest aesthetic trends that spring naturally from social media and its native language. This means you’ll find cherries, cool messages and emblems of cities like New York… But here’s where things get lively, because these graphics are just one of the two sides of Bershka ’s phygital.

The “Wearable Art” experience is actually greatly expanded when you scan the QR code included in all the garments, focus your mobile phone camera on the design of the garment… and be amazed at how everything comes to life through Instagram! Which obviously means that you will be ready to record and upload all the stories you want and thus make it clear that your style is something that is alive and in constant, fun, perpetual change.

Bershka continues to encourage creativity and personal expression in its customers (and if you share it with the hashtag #bershkastyle , you’ve already closed the viral circle). And joining in on this action couldn’t be easier, since you can buy any “Wearable Art” t-shirt in the brand’s Print Shop , always on demand so you can customize it and make it your own.

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Madeline Fass

Madeline (aka Maddy), is Vogue.com’s fashion market editor and in-house shopping expert.

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