The new innovation by Bershka enhances customer experience by merging fashion with interactive digital content, bringing phygital fashion to the mass market.
Bershka has introduced its first semi-digital jeans developed in partnership with FFFACE.ME. The release marks the brand’s entry into phygital denim, a category that combines physical garments with a built-in digital layer.
A QR code on jeans opens a TikTok filter that responds to the texture of the fabric. The digital layer launches instantly and does not require additional devices or extra steps.
The innovation enhances customer experience by merging fashion with interactive digital content, bringing phygital fashion to the mass market.
The format is designed for customers who regularly create content and use clothing as part of their visual identity. Bershka says that it is applying this approach to the mass market for the first time.
“Semi-digital clothing has moved beyond small experiments,” said Dmytro Kornilov, CEO at FFFACE.ME. “Bershka is responding to the Gen Z audience’s demand for ‘clothing as an experience’ and showing how this approach can work in a simple and accessible format for a wider audience.”
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