Lovable was a limited-edition apparel activation created for Castro Street Fair, combining physical merchandise with augmented reality. Built around a custom tee collection inspired by an iconic visual language, the project explored how clothing could become an interactive digital touchpoint.
At the center of the activation was a custom AR experience developed with Lens Studio, using 3D body tracking to attach animated effects to the wearer in real time. Each shirt included a QR code on the tag, allowing customers to instantly launch the experience and extend the garment beyond fabric into something social, performative, and shareable.
The project was also a technical exploration of Lens Studio's emerging web capabilities. While several Lens Studio systems translate well to mobile web experiences—including face tracking and image targets—3D body tracking proved significantly more demanding, resulting in low frame rates across many newer devices. For launch, I pivoted to using a QR code that linked directly to the native Snap Lens for a smoother end-user experience.
Alongside the AR development, I designed the collection, managed merchandise production, and produced the in-person booth activation. Lovable became both a consumer-facing release and a real-world R&D project, helping inform future experiments in browser-based body tracking and semi-digital fashion.