Augmented Bodies: Functional and Rhetorical Uses of Augmented Reality in Fashion
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Mara Logaldo (PhD, English Studies) is tenured Research Fellow in English language and translation at IULM (International University of Languages and Media), Milan, where she teaches courses of British culture and English for Media Studies. Her research interests include rhetoric, media discourse, urban slang (“Only the immigrants can speak the Queen’s English these days’ but all kids have a Jamaican accent: overcompensation vs. urban slang in multiethnic London”, in
From International to Local English – And Back Again , eds. Roberta Facchinetti, David Crystal, Barbara Seidlhofler (Bern: Peter Lang): 115–144), language and law. She has published monographs on Henry James, on discourse analysis, on New Journalism and, more recently, on communication in the age of Augmented Reality (Augmented Linguistics (Milano: Arcipelago, 2012)). Among her recent publications, “On Crimes, Punishments, and Words. Legal and Language Issues in Cesare Beccaria’s Works,” inLiterature and Human Rights. The Law, the Language and the Limitations of Human Rights Discourse , ed. Ian Ward (Berlin: Walter De Gruyter, 2015): 289–308. She has been a member of AIDEL since 2008.
Abstract
Augmented Reality (AR) is increasingly changing our perception of the world. The spreading of Quick Response (QR), Radio Frequency (RFID) and AR tags has provided ways to enrich physical items with digital information. By a process of alignment the codes can be read by the cameras contained in handheld devices or special equipment and add computer-generated contents – including 3-D imagery – to real objects in real time. As a result, we feel we belong to a multi-layered dimension, to a mixed environment where the real and the virtual partly overlap. Fashion has been among the most responsive domains to this new technology. Applications of AR in the field have already been numerous and diverse: from Magic Mirrors in department stores to 3-D features in fashion magazines; from augmented fashion shows, where models are covered with tags or transformed into walking holograms, to advertisements consisting exclusively of more or less magnified QR codes. Bodies are thus at the same time augmented and encrypted, offered to the eye of the digital camera to be transfigured and turned into a secret language which, among other functions, can also have that of becoming a powerful tool to bypass censorship.
About the author
Mara Logaldo (PhD, English Studies) is tenured Research Fellow in English language and translation at IULM (International University of Languages and Media), Milan, where she teaches courses of British culture and English for Media Studies. Her research interests include rhetoric, media discourse, urban slang (“Only the immigrants can speak the Queen’s English these days’ but all kids have a Jamaican accent: overcompensation vs. urban slang in multiethnic London”, in From International to Local English – And Back Again, eds. Roberta Facchinetti, David Crystal, Barbara Seidlhofler (Bern: Peter Lang): 115–144), language and law. She has published monographs on Henry James, on discourse analysis, on New Journalism and, more recently, on communication in the age of Augmented Reality (Augmented Linguistics (Milano: Arcipelago, 2012)). Among her recent publications, “On Crimes, Punishments, and Words. Legal and Language Issues in Cesare Beccaria’s Works,” in Literature and Human Rights. The Law, the Language and the Limitations of Human Rights Discourse, ed. Ian Ward (Berlin: Walter De Gruyter, 2015): 289–308. She has been a member of AIDEL since 2008.
©2016 by De Gruyter
Articles in the same Issue
- Frontmatter
- Focus
- Focus: Law, Fashion and Identities
- Theory: Dressing and Law
- Fashion as an Institutional System
- Clothing, Law and the Institution of the Subject’s Internal Normativity
- Fashion & Performance
- Playing it Fashionably Queer: Mae West’s Performing Sexuality
- Fashion in India: Coercion or a Flag for Freedom?
- Bodies, Masks and Biopolitics: Clothing as “Second Skin” and Skin as “First Clothing” in “The Tiger’s Bride”
- Augmented Bodies: Functional and Rhetorical Uses of Augmented Reality in Fashion
- Clothing, Art, Literature and Popular Culture
- The Language of Clothing and the Law
- The Law of Dress in Lord of the Flies
- All Aboard the Louis Vuitton Train!
- Research
- Post-Mabo White Settler Fables and the Negotiation of Native Title Legislation in Andrew McGahan’s The White Earth (2004)
- Ian Mc Ewan’s The Children Act: Minors’ Rights and Family Justice Perspectives in Italy and the UK
- Desire for Justice and Desire as Justice: Theatre and Drama in Greenaway’s The Cook, the Thief, his Wife and her Lover
- Book Reviews
- Ian Ward ed: Literature and Human Rights: The Law, the Language and the Limitations of Human Rights Discourse
- Mary Laing, Katy Pilcher, and Nicola Smith: Queer Sex Work
Articles in the same Issue
- Frontmatter
- Focus
- Focus: Law, Fashion and Identities
- Theory: Dressing and Law
- Fashion as an Institutional System
- Clothing, Law and the Institution of the Subject’s Internal Normativity
- Fashion & Performance
- Playing it Fashionably Queer: Mae West’s Performing Sexuality
- Fashion in India: Coercion or a Flag for Freedom?
- Bodies, Masks and Biopolitics: Clothing as “Second Skin” and Skin as “First Clothing” in “The Tiger’s Bride”
- Augmented Bodies: Functional and Rhetorical Uses of Augmented Reality in Fashion
- Clothing, Art, Literature and Popular Culture
- The Language of Clothing and the Law
- The Law of Dress in Lord of the Flies
- All Aboard the Louis Vuitton Train!
- Research
- Post-Mabo White Settler Fables and the Negotiation of Native Title Legislation in Andrew McGahan’s The White Earth (2004)
- Ian Mc Ewan’s The Children Act: Minors’ Rights and Family Justice Perspectives in Italy and the UK
- Desire for Justice and Desire as Justice: Theatre and Drama in Greenaway’s The Cook, the Thief, his Wife and her Lover
- Book Reviews
- Ian Ward ed: Literature and Human Rights: The Law, the Language and the Limitations of Human Rights Discourse
- Mary Laing, Katy Pilcher, and Nicola Smith: Queer Sex Work
