Change of Paradigm

Interactive and Immersive Digital Commerce Apps for Luxury Fashion

Augmented, Virtual, Mixed and Holographic Reality


About us

Change of Paradigm re-invents digital commerce for fashion by adding entertainment value to customer user experience through immersive and interactive digital commerce using exclusively 3D simulated content

The objective is to attract, engage, entertain & retain customers to increase conversion rates and ROI

About us

All Change of Paradigm‘s Apps are developed using exclusively 3D simulated content

The rationale behind is that only 3D content can offer a truly interactive and immersive experience while opening infinite creative possibilities

Change of Paradigm has developed a unique expertise in 3D garment simulation through its proprietary technology pipeline integrating existing solutions from the fashion, film postproduction and game sectors with its own fabrics material appearance capture technology


Augmented Reality

Change of Paradigm proposes to brands, retailers, etailers and media partners, white label customizable AR commerce-enabled Apps both as stand-alone Apps and as AR plug-ins to existing 2D native Apps

Augmented Reality

Experience Fashion in Augmented Reality!


Other Services

Virtual Reality

Commerce-enabled VR Apps for the retail environment proposes a fully immersive experience from 4 points of view: Showroom, Catwalk, Backstage and VR Store


Other Services

Other x-commerce Apps under development

Holographic Reality Apps for Red Hydrogen phone developed with Leia3D Technology

Mixed Reality Apps for Hololens, Magic Leap…


Other Services

3D Content Production as a Service

  • Stills and animations pre-rendered 3D content for display, branding or promotion campaigns

  • 3D content formatted for real time applications: AR, VR, MR, HR

Other Services


3D Womenswear Luxury Fashion Marketplace where products from partners are aggregated to generate critical mass to drive traffic, increase conversion rates and ROI

Combination of pre-order and in-season looks


The team

  • Henri Mura
    Henri Mura
    Co-founder & CEO
  • Raphaelle Mura
    Raphaelle Mura
    Co-founder & Chief Creative Officer
    (Paris and London)
  • Philip Delamore
    Philip Delamore
    Co-founder & CIO
  • Mouhannad Al-Sayegh
    Mouhannad Al-Sayegh
    Chief Technology Officer
  • Adrien Tasic
    Adrien Tasic
    Director of 3D Content Production
  • Franck Audrain
    Franck Audrain
    Director of Paris Studio
  • Technology Partners

    Leia 3D MiddleVR Numerion Software Robotae
  • Academic Partners

    Central Saint Martins IFM London College of Fashion University College London
  • Grants

    Arts and Humanities Research Council Bpifrance European Commission InnovateUK