Spanish fashion retailer Bershka has partnered with Los Angeles-based studio FFFACE.ME to launch what they’re calling “the world’s first TikTok clothing collection.” Building on four previous releases geared towards Instagram, the new phygital drop features five exclusive designs on t-shirts and sweatshirts primed for sharing on TikTok. Each Wearable Art shirt features a QR code that, when scanned with a smartphone, brings augmented reality elements to life for enhanced videos of the wearer that are optimized for uploading to TikTok.
The social commerce collection marks a shift from Instagram Filters to TikTok’s Effect House platform — a move prompted not just by TikTok’s popularity but also by Meta’s decision to shut down its Spark platform of third-party AR tools and content. According to FFFACE.ME, the previous semi-digital clothing collabs with Bershka generated over 64,000 pieces of user-generated content and more than ten million online impressions.
Targeting an audience of TikTok natives, Bershka’s collection demonstrates how phygital products can facilitate self-expression. By embedding AR, the retailer transforms basic clothing items into an opportunity for wearers to augment their real-world appearance with fantastical elements for a result that can be easily shared and remixed on the platform. How could your brand turn its IRL products into interactive tools for telling stories, crafting images and playing with identities?
