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It’s time to say goodbye to shop window mannequins and hello to augmented reality! Starting last week, Zara stripped down the store windows of seven US locations to introduce a new initiative, coupled with the release of an augmented reality mobile app, called Zara AR.

Using the app, consumers visiting participating stores are encouraged to point their phones in the direction to the store’s shop window. When aimed at the location, Zara’s new Studio Collection is brought to life by models, Léa Julian and Fran Summers. Ranging from seven to 12-second intervals, the clips feature the two moving, posing and speaking. When you see a garment you like, all you have to do is tap a few buttons and you can order directly from the app!

“The app [also] features a tool for sharing the experience on social media, encouraging users to take and submit photos of the holograms, establishing a virtual connection that appears remarkably real,” Zara added in their official release.

Check out a taste of the augmented reality below. The app can also be used on store podiums, select store images and the boxes from your online purchases.

Zara’s augmented reality displays have been introduced in 120 stores worldwide. Visit their website to find out if the store near you is one of them.

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