Several cutting-edge technologies – mass customisation, QR barcodes and oversized touchscreen store displays – are cleverly combined in the latest campaign by Ralph Lauren sub-brand Rugby.

The brand, which targets the 18- to 25-year-old market in the US, has launched an iPhone application that allows users to create their own shirt designs. Users can choose a pre-loaded model or upload their own picture to create an avatar they can dress in a custom Rugby shirt choosing their own colours and patches.

Once completed, users can order their custom creation or upload it to an online gallery for other users to rate.

The application is tied in to giant touchscreen interactive displays that have been installed in the windows at the brand’s stores in New York and elsewhere. Passers-by can navigate the custom shirt gallery using hand gestures similar to those used on touchscreen mobile phones and can connect to the website by using their mobile phone to scan QR barcodes that appear on the display.