Augmented reality has many applications in the fashion industry, predominantly it has been used to create interactive shop windows or responsive mirrors in-store. Uniqlo, for instance, implemented their so-called ‘magic mirror’ in some stores to help customers choose the ideal colour for their garment. In luxury fashion, Hugo Boss created an augmented reality game for their shop window in London. The jewellery industry has also found practical uses for augmented reality. Boucheron, for instance, created MyBoucheron, which allows customers to preview what a piece of jewellery could look like on them using their webcam at home.