J. Crew Virtual Closet | Custom Build: Immersive App for Apple Vision Pro

J.Crew Virtual Closet | Design

App Development, Environment Design, Innovation, 3D Modeling, Brand Conceptualization

Obsess VR

J.Crew Virtual Closet

One of the first immersive shopping experiences on Apple Vision Pro, “J.Crew Virtual Closet” allows users to shop J.Crew products in an interactive, ultra-high-definition 3D environment.

The J.Crew Virtual Closet is the first shopping app on the platform to utilize Apple’s SharePlay, a visionOS feature that enables users to connect through a FaceTime call and share content. SharePlay leverages a user’s Spatial Persona—a digitized version of the person and their facial expressions and gestures—to allow them to activate one-on-one video calls with J.Crew’s expert stylists or host group video chats to get others’ opinions on looks.

“The J.Crew Virtual Closet is a first for the fashion industry—leveraging Apple’s newest technology to immerse shoppers in a hyperrealistic styling experience with our brand.

We're particularly excited to give our J.Crew stylists the Apple Vision Pro devices to work with customers in a more dynamic way than ever before, via SharePlay. The styling capabilities will combine our rich brand heritage of best-in-class service with this incredible technology."

Halsey Anderson, VP of Marketing at J.Crew

Cher’s Closet, indeed.

J.Crew Virtual Closet users can explore a curated selection of the brand’s products while also being able to examine the texture and quality of the materials at higher magnification than ever before. Through the app, users can use intuitive hand and eye movements to browse a selection of J.Crew items, and mix and match pieces in order to create an ideal outfit for any occasion and see how it looks on their personal in-app mannequin.

The app also features incredibly realistic background scenes that will inspire users to both build a new wardrobe and update their existing one. and will empower customers to make more informed, contextual purchase decisions.

Through the app, visitors can use intuitive hand and eye movements to browse a selection of J.Crew items, and mix and match pieces in order to create an ideal outfit for any occasion and see how it looks on their personal in-app mannequin.

The app also features incredibly realistic background scenes that will inspire users to both build a new wardrobe and update their existing one.

This experience is setting a new standard for shopping for fashion in the era of spatial computing.

The ability to create outfit combinations for different occasions interactively and at a life-size scale in the J.Crew Virtual Closet app is a novel e-commerce utility. In addition, the ability for a J.Crew stylist to style outfits remotely with a customer via SharePlay is the most advanced form of digital clienteling available today.