A fashion brand as a form of augmented reality? In the era of digital exploration, Happy99 has been quietly leading the way for clothing that can only be found on social media. Artists Nathalie Nguyen and Dominic Lopez started their brand out of creative thirst and necessity. Their original plan was to make physical shoes, but they discovered that manufacturing shoes would be a lot more difficult and expensive than they expected. So they used 3D-programs to actualize their ideas and post them on Instagram. Feeling validated, the duo decided to extend their product range to clothing and produce a full-blown 3-D runway presentation. At the moment, the artists have ventured into physical tote bags, hoodies, T-shirts, and plush dolls, and have for another virtual runway for September 2020 and continued research into new processes for manufacturing small runs of their shoes.