The Slowear store in London

MILAN — Slowear, a Venice-based company of Made in Italy men’s heritage brands, will host a pop-up exhibition devoted to augmented reality during Milan Men’s Fashion Week.

Named “Reality, Expanded” and developed in collaboration with the Italian edition of Wired magazine and Alchemica — the original AR exhibition by Alkanoids studio — the exhibit aims to bridge fashion and technology.

To be staged at Slowear’s showroom in central Milan on June 18, the pop-up will house a special AR installation dedicated to the brands manufactured by the company. These include Incotex casual pants, Zanone high-end knitwear, Glanshirt casual shirts, Montedoro outerwear and Officina Slowear accessories and footwear.

“Behind our clothes there are many different stories to tell: stories about their long and complex production process, about the people who made them, about the brands and the ideas that gave them shape,” said Slowear president Roberto Compagno. “These stories epitomize the core values of Slowear, yet conveying them effectively is no easy task. Using augmented reality might be a creative and compelling way for showing our customers what happens behind the scene.”

In addition, the exhibition will showcase 32 illustrations suspended between the virtual and the physical worlds. Visitors will have the opportunity to add movement and sound to the static artworks and enjoy the augmented illustrations by downloading the Aria app and framing the images with their smartphones.

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