How EE72 and Google Shopping Brought Edward
Enninful’s Moncler
Genius Capsule to Life
This article is a collaboration between EE72 and Google. To learn more about our collaborations and partnerships, click here.
By merging fashion and technology, this partnership with Google is making personal style more immediate, immersive, and accessible — and above all, fun.
On September 12, during New York’s Fashion Week, EE72 hosted its launch party at CUT at the Four Seasons Hotel New York Downtown. More than just celebrate its launch with EE72 cover star Julia Roberts, Cardi B, and Oprah, the event celebrated Edward Enninful’s capsule collection with Moncler Genius. Guests didn’t just see the collection, they stepped into it, thanks to a new virtual Try On styling experience powered by Google Shopping.
EE72’s “See Yourself” activation gave attendees a first taste of the technology that makes the digital try-on experience feel personal and three-dimensional. After being fully immersed in floor-to-ceiling renderings of the collection — from a puffer with an oversized hood to a cocoon-like down jacket with a sweeping train — guests were able to experience the pieces virtually for themselves.
ASHLEY PEÑA
With the help of stylists and Google’s try on technology, guests posed for portraits against snow- and sand-capped backdrops featured in the Moncler campaign, shot by Tyler Mitchell. They then selected their preferred looks and watched as pieces from the collection were projected onto their images in detail. Moments later, the looks lit up floor-to-ceiling screens — delivering the drama of a runway and the intimacy of a fitting room, without requiring either.
With Google’s try on feature, you no longer need a trip to the department store (or to wait for the look you ordered online to arrive by mail) to check out fresh-off-the-runway styles. Tap the “try it on” icon on one of the billions of online product listings, upload a full-length picture of yourself, and there you are, in this season’s must-have winter jacket. What makes the technology cutting-edge is that Google Shopping takes your individual image into account, showing how the piece will look on you, rather than a model.
Thanks to the innovation that went into it, the feature doesn’t flatten the intricacies of fabric or silhouette either. The custom-built image-generation AI model was trained for fashion and shows the most subtle of product details, from, say, the way the fabric will drape over your torso to how it will stretch over your hips.
For the EE72 party guests, the event was as much an opportunity to see and play dress-up with the collaboration, which debuted just a few days prior, as it was a glimpse into the future, where fashion and technology come together to unlock new forms of self-expression.
Courtesy of KLOSS FILMS
ASHLEY PEÑA, image of attendees
Outside the party, the same experience is only a tap away. With Google’s try on integration, every shopper, whether fashion insider or not, can experiment with personal style beyond the confines of a traditional retail model and inhabit the type of luxury clothing that’s often guarded.
By merging fashion and technology, this partnership with Google is making personal style more immediate, immersive, and accessible — and above all, fun.
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