Taiwanese fashion brand JENN LEE launches AR fashion game

For immediate release  - 16th November 2022

London, UK

SS 23 Love is the Answer
JENN LEE has always championed empowering women and is constantly inspired by the punk spirit of breaking conformity and rules. For Spring/Summer 23, JENN LEE celebrates the female body - “Regardless of who you are, be conscious of yourself and embrace it!”        

JENN LEE deconstructed discarded corsets from Venus Corsetteria for the ‘Up-cycled’ series within the SS 23 collection, utilising the stretchable and breathable jersey throughout. KCC button zippers and zips are also dominant again as the key embellishments, outlining the different curves and shapes of the female body. The idea is that JENN LEE women can move freely, even in a fitted dress! The print this season highlights “Love is the Answer” featuring punk style graffiti, tartan, lips and eye cut outs created by artist ​JUN YAO ZOIE LIAO​.

Joining the array of fashion gaming apps, the Jenn Lee “Love is the Answer” game is a unique Augmented Reality mobile game dedicated to the universe of 1 fashion brand - JENN LEE. Everything from buttons, simulation background, the characters and their outfits, were individually created in collaboration with character designer Jannan Wang, Renovatio Pictures for the Augmented Reality universe and Makalot industrial Ltd for textile, and 3D model rendering of the clothing.

The game consists of 6 virtual characters (Punk Mama, IQ 300, Audrey, Techno, Hot Queen, and Naughty Boy ) which the player can select and try on any of the 26 “Shoppable” styles from the Jenn Lee SS23 collections, showcased during Taipei Fashion Week this October. There are also six specific simulated backgrounds (Spider, Machine Room, Secret Room, Ballroom, Race Track, Ice Cream Shop) which the user can choose to immerse their characters in the Jenn Lee universe or use the camera tool to generate an AR simulation in any space anywhere in the world.

Together this collaboration across fashion, tech, textile, and visual effects have resulted in an incredible virtual wonderland, accessible for worldwide users to build and interact with self-styled virtual avatars via an APP to download on iOS and android operating system.

Renovatio Pictures                                                                                                          A production company specialises in Visual effects. Renovatio Pictures have collaborated with JENN LEE for the past few seasons on their VR showcase during London Fashion Week.   https://www.renovatiopictures.com
Makalot industrial Ltd                                                                                     Renowned Taiwanese manufacturing company working with brands including Gap, Athleta, Banana Republic, Champion…etc. Makalot has utilised the know-how and expertise in 3D garment construction and digitise fabric in generating the clothing within the simulation game to recreate the JENN LEE SS 23 collection.  https://www.makalot.com.tw/eng
LightMatric Inc.                                                                                                      Light Matrix is a 4D imaging technology company dedicated to the preservation and application of four-dimensional space-time. Their speciality 3D modelling seamlessly tied together all the creative aspects for the “Love is the Answer” project.  https://lightmatrix3d.wixsite.com/home

For further information, high res images please contact DYELOG PR roxannechen@dyelog.co.uk