49 FUTURE SHOCK LFW
What happens when fashion meets technology? The world’s first 5G mixed reality catwalk FA-FA- FA-FA- FASHION
Words by Chelsea Fearnley
of real and digital worlds to produce new environments and visualisations where physical and virtual objects can coexist and interact with each other in real time. THE SHOCK OF THE LIGHTNING The MA graduate show debuted upcoming designer Gerrit Jacob’s collection, which was inspired by ‘80s gaming arcades and fairground scenes. His collection was modelled by Lennon Gallagher (left), son of Oasis frontman, Liam. Lennon strutted down the runway with digital elements materialising above him. These visuals were taken directly from the collection design and included giant skulls, tiger heads and lightning strikes. The MR experience was brought to life by Rewind, an independent studio specialising in creating VR/AR/MR and 360-video experiences. It was in partnership with Three network’s 5G technology and Magic Leap’s virtual reality display headsets. Greg Furber, senior creative/XR director at Rewind explains the reason 5G
unway fashion shows are an essential feature for any serious design career, with glittering installations, bespoke
soundtracks and luxe wearable tech concepts becoming the new standard. However, this means designers are now embroiled in a game of one-upmanship, as they attempt to satisfy an international, tech-centric audience. Frustratingly, the tech revealed at these shows goes out of fashion quicker than, err, fashion, and immersive media that has become fashion’s latest fling. We’ve already seen holograms at Alexander McQueen and the first 4D fashion show, care of Ralph Lauren. Tommy Hilfiger populated his front row with social media stars for his first ‘see- now, buy-now’ show. And, outdoing all of it, we’ve just witnessed the first-ever mixed reality fashion show. The MR fashion event was held at Central Saint Martins for London Fashion Week’s MA graduate show. MR, for those that don’t know (or didn’t read our mixed reality issue last December) is the merging
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