Unlike a runway you watch, this was a runway you could walk inside.
Xtended iDENTiTY is a forward-thinking fashion collective exploring the fluid boundaries between physical and digital identity. Known for their avant-garde silhouettes and conceptual storytelling, the brand moves seamlessly between couture and code, offering experiences that feel both intimate and futuristic.
For their Butterfly Summer Collection, I designed a spatial experience for Apple Vision Pro that reimagines fashion presentation as something you step inside, rather than simply observe. Viewers are transported into a surreal environment where ethereal avatars emerge, their sculptural wings unfurling in gleaming metallic forms, surrounded by floating orbs and digital butterflies.
This immersive journey was designed to showcase how fashion might live beyond the runway or retail space.
Instead of browsing racks or scrolling a screen, audiences step directly into an interactive visionOS environment, where garments are encountered as living sculptures within a spatial world. The 3D environments, interactive elements, and optimized Apple Vision Pro experience reimagine what a 'store' could be - not a place to shop, but a place to enter, explore, and inhabit a collection.
The rise of phygital, the fusion of physical and digital, has moved from niche experimentation into the commercial fashion space.
Major brands are now integrating digital layers into their physical collections, offering interactive experiences that extend beyond the garment itself. It’s not just about owning an item anymore, but about entering an ecosystem: limited drops paired with AR try-ons, immersive showcases, and digital twins that live in virtual worlds. This blending of tangible design with immersive technology signals a shift in how fashion is marketed, sold, and experienced.