London – The department store has invited a group of digital-first creatives to envision the future of fashion for its AW19 campaign.
The campaign – titled The New Order – seeks to disrupt the retail experience by merging physical and digital elements across window displays, visual merchandising and the London store’s five-storey central atrium. Creatives including digital artist Jon Emmony and all-female 3D image-making community Digi Gals have produced work in response to Selfridges’ various core commercial fashion categories, including swimwear and accessories.
‘Fashion has always been about fantasy,’ says Emma Kidd, Selfridges' head of creation. ‘But the digital realm has shifted the limits of fashion – we’re no longer constrained by what is humanly or materially possible. Our new digital tools are causing a revolution in what fashion looks like, and what it can do for us.’
Similarly, our Immaterial Fashion macrotrend considers how digitisation offers a new route for consumers to engage with fashion.