Selfridges Birmingham Team Up with Digital Artists for Ground-breaking Campaign

Selfridges Birmingham’s recently unveiled its latest installation, mooting the concept of 3D and animated clothing.

The New Order challenges how we interact with and consume fashion, and asks us to rethink the way we shop, both on and offline. The campaign, which looks forward to welcoming a new decade, applies digital-first techniques to the physical elements that define fashion business as well as to the fashion categories of swimwear, denim, ready to wear, accessories and beauty.

DIGI-GALS, a network and platform for 3D animation designers who identify as womxn, trans and non-binary, has unveiled 3D design and animated garments, responding to the ready-to-wear collections.

DIGI-GAL founder Cat Taylor said she started the platform to push the experimental sampling of fabrics into new and unseen territories, and to influence a new phase of sustainable development within the fashion industry.

She explained that the artwork depends on an in-depth understanding of how fabric moves to produce effective replications within 3D software.

“The most exciting thing about digital fashion is that it allows us to create transcendent garments with properties that can’t physically exist in real life – for example, defying gravity or playing with scale and changing states,” she said.

The DIGI-GALS installation comes hot on the heels of the first The New Order art installation, a short film by Jon Emmony that focuses on swimwear and features Prada muse Amanda Murphy and Japanese hip-hop artist KOHH.

The New Order will also feature Filip Custic, a Spanish-Croatian photographer who merges installation, photography, video and audio into new ‘impossible’ compositions, who will respond to accessories, and 3D artist Ines Alpha, who has created make-up filters for Snapchat, who will be responding to beauty.

The third campaign for the month will come from London-based stylist Jamie Maree Shipton and photographer Lusha Alic, who will present a unique take on denim as a collective.

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