News / Digital

Random Studio, Fred Perry and Raf Simons create a look book honouring the street view interface

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Fred Perry x Raf Simons in collaboration with Random Studio: SS19, photography by Guus Kaandorp

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.

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Fred Perry x Raf Simons in collaboration with Random Studio: SS19

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Fred Perry x Raf Simons in collaboration with Random Studio: SS19

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Fred Perry x Raf Simons in collaboration with Random Studio: SS19