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The sci-fi world of digital couture – where social media users can buy virtual clothing to wear online – is fast becoming the next frontier of the fashion industry. Now imagine stepping into an AR kiosk, instantly trying on virtual couture tailored to your exact measurements and preferences, and with a few taps, your order is placed. Soon after, the physical garments arrive at your doorstep. Isn’t it like something out of a futuristic dream?
FabriX was founded with a mission to transform the customer journey into a sci-fi-like reality. Its first step is introducing AR kiosks in high-street shops and fashion shows, creating an engaging experience that bridges the physical and digital worlds of high fashion, says founder Shin Wong.
Also a long-time curator of deTour, Hong Kong’s largest design festival at PMQ, Wong’s connection with the creative hub began in 2014. During her tenure, she blended design, art and fashion, drawing over 1m visitors.
When Wong transitioned into the world of fashion-tech entrepreneurship, she brought with her a unique blend of artistic vision and innovative thinking. Her journey into digital fashion is as eclectic as her professional background, which spans over 15 years in showbiz, arts management and creative direction.
Initiated in 2022 with support from the Cultural and Creative Industries Development Agency (CCIDA), FabriX originated as an extension of Wong’s mission at PMQ – to nurture and empower emerging Hong Kong designers. Envisioned in the first place as a platform to connect local talent with global opportunities, FabriX has since grown into FabriX World Company Limited, a tech venture committed to driving the digital fashion revolution.
At the heart of FabriX is its focus on digital transformation. Wong recognised early on the potential for technology to reshape fashion, particularly during Covid, when independent designers struggled to access international markets. Inspired by her interest in gaming and virtual worlds, Wong introduced innovations such as the AR Try-on Kiosk, which debuted at London and Paris Fashion Weeks in 2023.
“The idea was simple: how do we bring the interactivity and accessibility of gaming into the world of high fashion?” Wong recalls. “The AR kiosk allows people to try on designs virtually, see themselves as avatars, and even make purchases seamlessly. It’s not just about technology – it’s about creating experiences that connect people to fashion in new ways.”
This kiosk, now enhanced to its 2.0.1 iteration, has become a cornerstone of FabriX’s mission to merge creativity with interactivity and accessibility. “We wanted to bridge the gap between the traditional and the futuristic,” she adds. “It’s about making fashion fun, inclusive and innovative.” In the gaming world, FabriX uses Roblox as a medium to expand the appeal of digital couture, connecting with a younger, tech-savvy audience by allowing gamers to create custom avatars and flamboyant skins.
