Is Augmented Reality the Future of Sustainable Fashion? An Interview with ETERNITEE Founder Sofia Englebienne
In the ever-evolving landscape of fashion, where social media trends dictate the swift turnover of styles, ETERNITEE stands out as a game-changer. Recognizing the urgent need to marry sustainability with the fleeting nature of viral trends, ETERNITEE introduces a pioneering concept that bridges the physical and digital realms. Their premium cotton t-shirts are transformed by augmented reality (AR) virtual skins, refreshed weekly to keep your wardrobe vibrant and current. This innovative fusion of fashion and technology not only keeps you ahead of trends but also offers an eco-friendly alternative to fast fashion, allowing your style to adapt and flourish without the environmental cost of constant new purchases. In this interview, we sit down with the visionary founder of ETERNITEE, Sofia Englebienne, to explore the inspiration behind the brand, the challenges of integrating AR with fashion, and how they envision the future of sustainable style.
What inspired you to create ETERNITEE, and how does it address the current challenges in the fashion industry, especially regarding social media’s impact on fashion consumption?
The inspiration behind ETERNITEE emerged from recognising the fast-paced landscape of fashion consumption, particularly influenced by social media trends. In today’s digital age, platforms like TikTok dictate fashion trends almost instantaneously, driving a culture of rapid turnover in clothing styles.
Observing this phenomenon, we saw an opportunity to revolutionize the way people engage with fashion. Younger generations care about sustainability but they also care about going viral with their posts on social media, so we wanted to offer a solution that reconciles this paradox by seamlessly combining fashion with technology, as we like to call ourselves: the bridge between the real and virtual worlds.
By infusing cutting-edge digital designs into classic garments like a white cotton t-shirt, ETERNITEE represents a fusion of style and innovation. Our goal is not only to keep up with the rapidly changing landscape of fashion driven by social media but also to redefine it. We aim to provide consumers with a dynamic and forward-thinking fashion experience that transcends traditional boundaries.
This concept challenges the traditional notion of owning multiple garments to stay trendy. Instead, it offers consumers a sustainable and cost-effective alternative, encouraging them to invest in a versatile piece that adapts to their evolving style. ETERNITEE is a conceptual project that reflects our commitment to pushing the boundaries of fashion and embracing the endless possibilities that technology offers in shaping the future of clothing.
Can you elaborate on how the augmented reality (AR) technology works with ETERNITEE? What was the biggest challenge in integrating AR with a physical garment?
The AR technology integrated into ETERNITEE functions by superimposing digital designs onto the physical garment when viewed through the app’s camera (the app is currently available exclusively for iOS devices), and it captures the shirt’s unique features and augments them with dynamic virtual elements.
Eternitee has been one year in the making, and we are already working on improving our technology using AI in order to better track the body and recognize that the user is wearing the shirt. On the other end, our next version of the product will be available for Android devices.
Recent studies show that garments are worn only 7 times on average before being considered old. How do you see ETERNITEE changing consumer behaviour and promoting a more sustainable fashion consumption pattern?
ETERNITEE is poised to transform consumer behaviour by promoting a more sustainable fashion consumption pattern. In a world where garments are worn only seven times on average before being considered old, ETERNITEE offers a refreshing alternative. With its single garment that evolves weekly through digital designs, ETERNITEE encourages users to invest in quality over quantity, extending the lifespan of their clothing and reducing excessive consumption. By fostering a culture of appreciation for craftsmanship and timeless design, combined with the excitement of augmented reality (AR) technology, ETERNITEE inspires a more mindful and intentional approach to fashion. Through innovation and creativity, ETERNITEE aims to walk the path towards a more sustainable future for fashion.
With 72% of Instagram consumers being influenced by the platform for their purchasing decisions, how does ETERNITEE leverage this trend to create a unique selling proposition?
ETERNITEE precisely capitalises on social media trends to create this full cycle. Nowadays, trends on social media emerge overnight, many of them have a short lifespan (some lasts less than a week). Fast fashion brands strive to capitalize on these trends, pushing products related to these trends to their audience. However, they often fall short, leading to overconsumption as consumers constantly seek the next big thing.
ETERNITEE addresses this issue without undermining the significance of trends. On the contrary, we understand their importance in a world heavily influenced by social media. However, our product’s added value lies in not only capturing trends and presenting them in an engaging manner but also in seamlessly blending the physical and digital realms to provide consumers with a completely unique experience.
By combining physical garments with digital designs that update weekly, ETERNITEE offers consumers the opportunity to stay on-trend without constantly purchasing new items. Our approach not only reduces overconsumption but also adds a layer of excitement and novelty to the fashion experience. In a world where trends come and go in the blink of an eye, ETERNITEE provides a sustainable and entertaining solution that resonates with modern consumers.
Can you describe the user experience from purchasing the ETERNITEE to using the app and sharing the virtual designs on social media? How do you ensure the process is seamless and engaging?
1- Buy your ETERNITEE t-shirt from our website https://www.eternitee.shop/
2- Once you receive your shirt, download the ETERNITEE app from the App Store and register your account.
3- Inside the app, enter the unique access code that comes on a silver card with the t-shirt.
4- Open the app´s camera and scan the QR Code printed on your ETERNITEE to validate your shirt and to unlock the daily filter..
5- Try on the new trendy design through the app’s camera.
6- Snap a picture or record a video of yourself wearing the skin and share it on your favorite social media!
To ensure the process is seamless and engaging, we subjected the app to rigorous testing with focus groups, incorporating their feedback and making numerous iterations before arriving at the final result. Our mission is to provide an experience that is both innovative and user-friendly, where users can navigate effortlessly through the interface while experiencing the cutting-edge features of augmented reality. Through this iterative process, we strive to deliver an experience that not only pushes boundaries but also remains clear, intuitive, and accessible to all users.
How does ETERNITEE contribute to a more circular fashion industry, and what steps are you taking to ensure the environmental impact of your products is minimised?
ETERNITEE represents a groundbreaking shift away from the fast fashion cycle that dominates the industry today. Our classic white t-shirt, crafted from 100% extra fine cotton, embodies durability, ensuring it can be used and reused countless times without sacrificing quality. What truly sets ETERNITEE apart is the fact that Instead of constantly purchasing new garments to keep up with evolving fashion trends, our t-shirt updates weekly with digital designs. This means that with ETERNITEE, you have access to an entire wardrobe of trendy looks within a single shirt.
We believe this is quite a revolutionary concept that offers a more sustainable alternative to traditional fashion consumption. By investing in ETERNITEE, you’re not just purchasing a single garment; you’re acquiring the equivalent of twelve trendy outfits for the price of one. At less than $8 per new trendy outfit, ETERNITEE provides exceptional value while significantly reducing waste and environmental impact.
For sustainable influencers and conscious consumers alike, ETERNITEE is a game-changer. Did you know that the average garment in the US is worn only seven times before being considered old? With ETERNITEE, you’re not just making a fashion statement; you’re making a sustainable choice, it’s a new way of consuming and sharing fashion. My ultimate goal is to reimagine the fashion industry through the use of innovative technology and sustainable practices, and combining that with compelling storytelling and great design.
Are there any upcoming projects or innovations from Eter Studio that you’re excited about and can share with us?
Currently, our main focus is ETERNITEE´s launch, and we continue to explore innovative technologies within our Eter Lab. Additionally, we are working on projects with our clients as always. However, we are excited about some upcoming surprises that will involve fashion, entertainment, and gaming. Stay tuned for more updates!
At 25, you’ve accomplished a lot as a tech entrepreneur. What has been your biggest learning experience so far, and what advice would you give to young aspiring entrepreneurs?
My biggest advice will always be: dare to try and make mistakes, dare again, and make more mistakes. Also, surround yourself with a team that knows way more than you do; that’s the best way to learn and grow. Of course, I believe it’s crucial to have mentors to guide you on the journey—people who have already walked the path of entrepreneurship and can share all their learnings. There’s nothing more valuable than the advice of someone who’s been there.
How do you balance the creative and business aspects of running Eter Studio and launching products like ETERNITEE?
When you’re working with creatives, it’s really about finding that balance between a great idea and its business projection. I firmly believe that one cannot exist without the other; the business works because there are hard-skilled team players behind the curtains balancing out our creatives.
The genesis of ETERNITEE stems from a much deeper and more internal desire of mine to develop a product beyond just being an agency offering services to clients. ETERNITEE stems from Eter Lab, which is precisely a laboratory of ideas, brainstorming, and creations that come from within the team but haven’t been requested by any client. Whenever one of us has a disruptive idea, we conceptualize it and plan it, and before taking it into production, we analyze its viability as a business.
What are your future goals for Eter Studio and ETERNITEE? Where do you see yourself and your companies in the next five years?
As a fashion designer and an entrepreneur in tech, my greatest goal is to transform the fashion industry through innovation and technology, aiming to create solutions that could mitigate its negative impact and assure a brighter future for the industry and the planet.
For Eter Studio and ETERNITEE, I want significant global growth, but above all, I wish to reach more people and brands who believe in innovation and want to accompany us on this amazing journey, building the future of fashion through the use of innovative technology and sustainable practices in a way that’s sensible and disruptive.
How do you stay ahead of market trends in both fashion and technology to ensure Eter Studio remains at the forefront of innovation?
To ensure Eter Studio remains at the forefront of innovation in both fashion and technology, we employ a multifaceted approach, driven by our dedicated multidisciplinary team. Continuously conducting research, our team tirelessly explores new trends, emerging technologies, and innovative products.We have an internal division called Eter Lab where we put forward this experimental facet. This relentless pursuit of knowledge enables us to anticipate market shifts, identify opportunities for growth, and develop cutting-edge solutions that meet the evolving needs of our audience.
Because we’re dealing with new technologies, we are constantly working with technical boundaries that limit our imaginative ideas; however we feel it’s important to work to create innovative products to the best of our ability and what the technology allows us to reach, and launch them as pilot tests working together with the consumer on shaping the future through constant learning and improvement.
What is the overarching vision of Eter Studio, and how does it align with the creation of ETERNITEE?
The overarching vision of Eter Studio is to bridge the gap between the virtual and real worlds in order to transform the fashion industry and the way brands interact with younger audiences in a digital society. Our aim is to serve as a pioneering force in the exploration and integration of cutting-edge technologies, into diverse fields. By leveraging these technologies, we seek to redefine how people interact with the world around them, blurring the lines between physical and digital identities and realms.
ETERNITEE is a manifestation of this vision, serving as a pioneering example of how technology can transform traditional garments into dynamic, customizable experiences. By creating ETERNITEE, Eter Studio aligns its vision with a tangible product that embodies innovation, sustainability, and creativity, while also paving the way for future advancements in fashion technology.
How do you gather and incorporate customer feedback into the development of your products and services?
We gather and incorporate customer feedback into the development of our products and services through a structured, multi-stage process. Initially, we conduct several rounds of feedback internally, where a working team presents to other team members. Following this, we move to closer groups such as friends and family, where we test the MVPs (Minimum Viable Products).
Once the product or its early versions are ready, we organize larger focus groups targeted at the specific segments we aim to reach. The key aspect of these products, being technological, is that they are dynamic rather than static. This means the product can engage in a dialogue with the user and evolve as we receive feedback on their experience. Unlike a static product where the user must accept what they get, a dynamic product can continuously improve and adapt.
Are there any notable collaborations or partnerships that have been instrumental in the success of ETERNITEE?
We have certainly received and continue receiving and asking for recommendations and consulting advice from many esteemed people who have worked and started a business in fashion, technology, among other industries, which have been instrumental in our early stages and continue to support us today. However, at this moment, my team and I are venturing into uncharted territory. We are fully immersed in this new phase, learning from every step we take.
This journey has involved making plenty of mistakes, but each one has been a valuable learning experience. We are constantly adapting and growing, ready to face whatever challenges come our way. While notable collaborations and partnerships have played a role in our success, it is this relentless pursuit of knowledge and improvement that truly drives us forward. We are prepared for everything that lies ahead, committed to evolving and thriving in this ever-changing landscape.
Without a doubt, we are thinking about several collaborations that we would love to achieve with ETERNITEE. We aim to introduce not only this product but the entire concept to other brands. We have many ideas to continue growing and to bring ETERNITEE to brands that want to innovate. These collaborations would offer their audiences a fun way to dress with creative skins that align with social media trends. There are countless brands that could have their own ETERNITEE designs!
Who or what has been your biggest influence in your career and why?
Without a doubt, one of the greatest influences on my personal and professional journey is my father. He was the one who introduced me to technology and innovation, but more importantly, he instilled in me an entrepreneurial spirit. From a young age, I watched him generate ideas based on technology that could make a difference and solve real problems, working tirelessly to build something from scratch. His success motivated me to carve out my own path and embrace entrepreneurship. While my passion has always been in fashion, the idea of combining fashion with technology definitely came from my early exposure to technology through him.
Additionally, Gaston Bigio, a highly respected and beloved advertiser, has been a continuous source of learning and inspiration for me. He influences my creative approach, teaching me how to present ideas in a fun, attractive, and captivating way. These two mentors have guided me consistently, providing advice, helping me recognize my mistakes, and showing me the best paths to take. They do this with a supportive and vocational spirit, always encouraging me to make my own way. Their influence has been pivotal in shaping my approach to tackle challenges head-on and the resilience to overcome setbacks, helping me get the confidence to do so.