Sportmax Klepsydra FW25

THE MOVING CLOSET: AN AI-POWERED WARDROBE IN MOTION

Sportmax partnered with BRAVÒ Computer to expand the Klepsydra collection into an interactive, tech-driven experience. The Moving Closet transformed a historic Milan tram into a traveling wardrobe, but its core engine was digital: a full DressX virtual try-on system integrated directly on board.
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Inside the tram, guests explored a curated selection of looks while interacting with a real-time AI fitting workflow. Powered by DressX’s technology and customized for Sportmax, the system allowed visitors to “wear” the Klepsydra pieces instantly through advanced body-tracking and image-generation tools. Each try-on produced a personalized digital look delivered straight to the guest’s inbox, complete with a direct link to purchase.
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The AI assets were also formatted for seamless social sharing, extending the project beyond the physical activation and turning every participant into a node in the wider story.

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For BRAVÒ Computer, The Moving Closet was an opportunity to merge fashion, public space, and machine-driven imaging into one continuous interaction. It reframed the retail experience as a dynamic, mobile interface, where a historic tram becomes both a showroom and a live testing ground for next-generation digital fashion workflows.
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