Cos creates a series of nature-inspired AR filters with Russian creative Harry Nuriev

As part of a larger campaign celebrating the launch of the brand’s Russian online store, the creative has made four “AR masks”, each representing a natural element.

20 October 2020

London-based fashion brand Cos has moved into creating digital artworks in a new campaign, made in collaboration with Russian creative Harry Nuriev. An original series of digital artworks, available as a series of four AR face filters on Instagram, the pieces reference natural elements, a prominent theme in Nuriev’s practice, in combination with the colour palette selected for Cos’ AW20 collection.

The founder of Crosby Studios, Nuriev’s creative work is recognised for its ability to span “a broad range of typologies,” as the studio describes. Whether that’s in public spaces, retail stores, product design or fashion and art collaborations like this one, each piece of the studio’s is “informed by the aesthetics of contemporary consumer culture.” Following work with the likes of The New York Times, Nike and Hypebeast, this collaboration sees Nuriev’s eye for detail merge with Cos’ beloved minimal and modernist aesthetic.

Building on both the brand and Nuriev’s love of nature, each AR face filter represents and transforms a natural element. “I think a lot about nature and the environment, and this project is an invitation to join me in these thoughts,” writes the creative in the caption launching these “AR masks” on Crosby Studios’ Instagram. “These masks – flora, rain, clouds and waterfall – are not just cool looking, but also meaningful for me as a visual representation of my environmental values.”

Within this launch video, Harry additionally talks through each mask while wearing it, taking viewers through his inspirations and the feeling each filter evokes. Rain for instance, where droplets of water cling to the user’s face, is a symbol of his love for rainy days, saying how “Rain for me is just like the sun for other people.” Clouds on the other hand present “not just a softness of this world but, you know, a little confusion – but in a good way,” and Falls, which presents a waterfall, is portrayed as “endless, unstoppable, strong, powerful and beautiful,” describes Nuriev. The artist’s favourite is Flora, where growing leaves take over the head of the person wearing the filter.

The launch of these four filters accompanies Cos’ larger New Perspectives campaign in which Nuriev joins five further “Russian change makers from the world of fashion, art and contemporary culture who have collaborated with Cos on the launch of its Russian online store,” explains the brand.

The Instagram filters are available to try out for yourself via Cos Stores’ account here.

View this post on Instagram

In celebration of our online launch in Russia this week, we partnered with creative designer @harrynuriev of @crosbystudios to launch a series of face filters. Watch Harry, as he talks us through the inspiration and guides us through each filter. The four artwork overlays separately reveal Clouds, Flora, Rain and Waterfalls, highlighting the senses and environmental elements that surround us. Explore the filters on our Instagram profile, to find them click the smiley icon below our bio and select one of the filters. Share and tag us @cosstores. We can't wait to see you all using them! #COSxHarryNuriev - COS × Гарри Нуриев По случаю запуска на этой неделе онлайн-магазина в России мы создали серию Instagram-масок в сотрудничестве с Гарри Нуриевым, креативным директором Crosby Studios. Гарри рассказывает отдельно о каждой из масок и о том, что вдохновило его на создание серии. Четыре графических слоя проявляют облака, флору, дождь и водопады, подчеркивая чувства и окружающие нас элементы природы. Попробуйте маски из нашего Instagram-профайла, делитесь и отмечайте @cosstores. Нам не терпится увидеть, как вы их используете! #COSxHarryNuriev

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Cos Stores x Harry Nuriev (Copyright © Cos Stores, 2020)

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Lucy Bourton

Lucy (she/her) joined It’s Nice That as a staff writer in July 2016 after graduating from Chelsea College of Art. In January 2019 she was made deputy editor and in November 2021, became a senior editor predominantly working on It’s Nice That's partnerships. Feel free to get in contact with Lucy about creative projects for the site or potential partnerships.

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