You know the blurry faced images that typify the experience of navigating your way through Google’s street view feature? Well, fashion powerhouses Fred Perry and Raf Simons have taken this idea and pulled it into the fashion world for a spring ’19 collection in collaboration with Random Studio.
The lookbook conjures the motions of zooming in and directing yourself through the street view interface, propping models in situ beside walls, cars and the banality of the real world, albeit painted in pastel pinks and lilacs.
The blurred faces of models replace the people on the street, adorned with the collection which launches today (14 February), as you navigate the set of 360-degree photographs. The result is a strangely thrilling immersive experience which takes us into the real world, as we watch clothes engage with the everyday.
The concept is developed by Random Studio in collaboration with Fred Perry who designed and built the viewer from scratch. Describing the concept, Fred Perry and Raf Simons say: "Worn by anonymised individuals, the collection can be viewed in a navigable environment, where modified stills create the setting of a universal suburb. Users can take a stroll to encounter the casually worn garments, discover a sequence of micro-narratives and revel in reverse-engineered moments of nonchalance.”
“Each garment can be examined up-close, with options to view it in situ or in the shop. Location URLs of found garments, sound snippets or visual frames can be shared on social media. The entire campaign can also be viewed as a series of semi-accidental screenshots.”
The collection launches today, with a second drop on March 14.
- Josephin Ritschel presents architecture and its surroundings as a stage for storytelling
- Gender, sexuality and male identity as seen through the lens of Jorge Perez Ortiz
- Gab Bois transforms things we’ve seen a thousand times into something spectacular
- Aysha Tengiz on her joyous, colourful and slightly depressing illustrated scenes
- Satellite photography, drawing tools and interactive logotypes feature in Double Click September
- Lego reveals first brand campaign in 30 years, Rebuild the World
- “All you see is lazy photography everywhere”: Martin Parr discusses his career, Brexit and obsession
- The work of Xiangyu Liu is weird and fantastically unpredictable (some NSFW)
- Caterina Bianchini Studio designs a dog-themed identity for a conveyer belt cheese restaurant
- Ikea invites people to “try on” Virgil Abloh furniture collection at LFW
- Hans Findling on his experimental and multidisciplinary approach to design
- Introducing the It’s Nice That Graduates of 2019!