Hi {{first_name}} ,

Your camera is hanging around your neck.

You've spent the morning taking photographs of breathtaking designs, intricate beadwork, bold West African prints, and models confidently making their way down the runway.

Every few steps, another designer gives you something worth taking photographs of.

Then something unusual catches your eye.

A crowd.

Not around the runway or a celebrity.

Around a screen.

Curiosity gets the better of you.

You lower your camera and begin working your way through the people, wondering what could possibly be drawing more attention than the fashion itself.

Finally, you reach the front.

Someone taps the screen.

The colour of a dress changes instantly.

Another visitor rotates a 3D model to see the outfit from every angle, while someone else experiments with an entirely different fabric.

People smile.

They call their friends over.

Phone cameras come out. Whatever this is, people want to remember it.

Questions begin in quiet whispers.

"What is this?"

"Who made this?"

"How can I do that for my brand?"

That was the experience many photographers and visitors had during Epic Fashion Week in Lagos, where one of the busiest spots was around SwiftXR's Product Configurator.

Instead of simply looking at a dress, people customized it in real time, changing colours and exploring different styles. It offered a glimpse into how shoppers could one day experience a fashion brand's website before making a purchase.

Sometimes the most exciting part of an event isn't what everyone came expecting to see. It's the thing that quietly changes how they imagine the future.

Piecing together that experience via a photographer's perspective through the photographs and videos the SwiftXR team shared with me sent me down a rabbit hole.

I wanted to understand not only how the technology worked, but why Nigerian digital fashion brand AMAZINO'S MUSE chose to build this experience with SwiftXR in the first place.

The deeper I looked, the more I realized this wasn't simply a story about fashion technology.

It was a story about solving real problems.

In a 2025 television interview, Creative Director Amazino Uwubuti shared that her journey into digital fashion wasn't driven by a fascination with new technology. It began with wondering how fashion could create less waste.

"The fashion industry is known for waste," she explained. "So I started thinking about how that could be reduced. That's when I discovered 3D Fashion and realized just how sustainable it could be."

Digital fashion makes it possible to visualize and refine outfits before they're made, reducing waste while giving designers more freedom to experiment.

Creating an outfit digitally is one challenge. Helping customers experience it before buying is another. SwiftXR bridges that gap

SwiftXR’s Product Configurator allows shoppers to customize and interact with products directly on a brand's website, helping them make confident decisions instead of hopeful ones.

For fashion brands, that could mean giving customers a clearer picture of what they're buying.

And for online shoppers, it could mean fewer surprises upon delivery.

This is one of the reasons I love documenting Africa's creative technology ecosystem. Games, fashion, animation, XR and AI are no longer evolving in isolation. They're borrowing from one another, and entirely new ideas are emerging because of it.

If you'd like to dive deeper into this story, I've just finished writing a feature that takes you behind the scenes of the collaboration between SwiftXR and AMAZINO'S MUSE.

👉 Read the full story here: How SwiftXR Is Shaping the Future of African Fashion, where I explore why AMAZINO'S MUSE embraced digital fashion, how SwiftXR brought the experience to life, what visitors thought after trying it, and why immersive commerce may become one of the biggest opportunities for African brands.

You can also read my earlier interview with SwiftXR’s founder Hammed Arowosegbe, about the journey from building a startup in Nigeria to powering more than two million immersive experiences globally.

If you're curious about where Africa’s creative technology is heading, I think you'll enjoy exploring what the SwiftXR team is building.

I have a feeling this is only the beginning {{first_name}} . I'll keep you posted on where this story goes.

I've also shared a few opportunities below that you can explore yourself or pass along to someone who might benefit.

Cheers,

Wendi