QR codes were everywhere at the fashion fests. Invented in the 90s, QR codes enable smart-phone users to scan product-specific barcodes in order to gain deeper insight into a brand via digital links and promotions. And they’ve quickly become a fashion phenomenon, from the QR Code system that scanned tickets and granted access to NYFW to the Fashion Night Out-themed Barbie doll, who came equipped with her own QR Code linking to promotional information about the event, the hottest trend this Fashion Week was digital marketing. We took a look at some of fashion’s most innovative QR Code campaigns — here are the 10 best.

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