Canada Goose and designer Feng Chen Wang, with artist Xu Zhen, debuted their first major “phygital” capsule and virtual showroom for the Canada Goose x Feng Chen Wang x Xu Zhen collection in Fall 2022, with global AR and digital try-on updates continuing for subsequent launches through 2025.
Customers can visit the digital showroom and see real and virtual designs created by the designer. They can try on jackets and other clothing items with high-quality and realistic displays through phygital exploration.
From Performance Luxury to Phygital Experience
The collaboration, officially named Canada Goose x Feng Chen Wang, was developed to fuse Canada Goose’s performance luxury DNA with Feng’s boundary-pushing aesthetic and a strong dose of digital inclusion.
This special-edition collection includes the multifunctional Sense Blazer, which converts between vest and blazer, and the Roebuck Parka, which adapts for temperature and activity, as well as the first-ever collaborative Journey Boots. All are available for true-to-life AR try-on through the immersive digital showroom.
The collection features modular outerwear pieces, each engineered to allow customizable styling, layer transformations, and reversible elements. Among highlights are the deconstructable Sense Blazer, the innovative Roebuck Parka, and collaborative footwear—each available for realistic virtual try-on via the immersive showroom.
AR Try-On
Powered by Kivisense’s AI-driven AR platform, the virtual showroom lets users activate their camera, scan their body or feet, and see a true-to-life rendering of jackets, boots, and accessories layered over their real-time image. With drag-and-rotate gestures and weather mode filters (rain, snow, fog), shoppers can check fit, color, and styling in high definition, replicating the in-store fitting-room feel.
Kivisense explains that its advanced graphics and lifelike clothing visuals allow shoppers to see how fabrics would appear in reality, creating a more immersive and engaging virtual try-on experience that ultimately strengthens brand recognition and drives sales.
Users can share images or videos of their virtual try-on via social, driving word-of-mouth and excitement in a seamlessly integrated shopping journey. The blending of digital artistry, real-life comfort, and high-touch convenience is tailored to meet soaring Gen Z and urban millennial demand for fun, tech-enabled retail moments.
Designer Vision and Artistic Edge
Feng Chen Wang—known for deconstruction, contemporary silhouettes, and blending functionality with conceptual art—brings new meaning to the Canada Goose legacy.
Performance luxury meets multifunctional deconstruction and conceptual art in this three-way collaboration between Feng Chen Wang, Canada Goose, and Chinese contemporary artist Xu Zhen.
Each piece is reimagined so it can be adjusted for temperature, activity, and self-expression, with the Sense Blazer and Roebuck Parka designed to function as both vest and jacket thanks to snap-on deconstructable elements. A portion of the collab channels Zhen’s Under Heaven artworks, layering Qing Dynasty confectionery motifs through a 21st-century lens.
Sustainability, Utility, and Digital-First Engagement
The launch is more than a display of technical prowess; it marks an evolution in how luxury brands approach sustainability and “phygital” storytelling. All virtual and IRL pieces foreground recycled and weatherproof textiles, modular construction, and limited-run drops—meeting growing appetite for purposeful design and environmental stewardship.
Early Response and What’s Next
Reception has been buoyant, with users logging on from North America, Europe, and East Asia to try the digital fitting room. Social engagement is high, especially on launch videos that show users toggling between parkas, boot colors, and weather simulations.
Virtual fitting rooms are becoming the new norm. These experiences let users get a detailed and accurate preview of products and see how they will fit and look in real-world scenarios.
