Bershka enters phygital denim space as it launches FFFACE.ME powered semi digital jeans
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 where physical garments include 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 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,” says 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.”
2025 RTIH INNOVATION AWARDS
Digital retail was a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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