Creative tech studio Beyond is experimenting with the intersection of physical and digital fashion with the launch of its first “full-cycle” Phygital Fashion Capsule Collection, which, in part, will allow people to try on a hoodie in augmented reality before purchasing a real-world version of the clothing item.

This campaign is split into multiple phases, with the first phase being the launch of an augmented reality Snapchat lens at the Royal Palace in Amsterdam. There, users can view Beyond’s digital fashion avatar, named Onyx, wearing the campaign’s hoodie in augmented reality.

Phase two will allow Snapchat users to virtually try on different versions of the hoodie through an AR lens on the social networking application. Snapchat users will be able to purchase the clothing item directly through the Snapchat platform.

This shopping phase of the campaign will run through mid-May 2023, at which point the physical hoodie will be produced and shipped to shoppers. The clothing item will feature an NFC chip that will link to a Snapchat lens, giving owners the chance to experiment with a variety of augmented reality experiences that Beyond says “add a virtual layer to the physical hoodie.”

Finally, the fourth phase of the campaign will see the launch of a Ready Player Me outfit, which will allow users to wear clothing from the Beyond Capsule Collection on their avatar in a variety of virtual worlds. This virtual clothing will be available to everyone for free, even if they didn’t purchase the campaign’s physical hoodie. Ready Player Me is a “cross-game avatar platform for the metaverse.”

David Robustelli, founder and creative director at Beyond, told Adweek, “It is really amazing to see how new technologies such as augmented reality allow us to redefine the boundaries of fashion and propel the industry into an era of limitless creativity and sustainability. The Beyond 03 “phygital” collection allows us to learn and show the world how it all comes together and what the benefits are from both a brand and consumer perspective.”