The Institute of Digital Fashion (IoDF), founded by Leanne Elliott Young and Cattytay, has launched its latest project in collaboration with Stavros Karelis’ MACHINE-A, presenting the world’s first immersive LFW experience.
Through the use of Augmented Reality, users will be given exclusive access to London Fashion Week and the designers’ latest collections. The project will see billboards and fly posters featuring QR codes that are scannable throughout London. Designers included in this project include Martine Rose, A-Cold-Wall and NUBA.
This innovative way to present a fashion week that will be almost entirely digital shows us a glimpse into the future of how fashion weeks, and stores could operate going forward. This project’s accessibility will help encourage users to experience fashion in a more democratised environment which helps support local talent.
In a statement, IoDF said, “We are pushing software capabilities by building an immersive world that exceeds the technical capabilities and parameters of filters hosted within Instagram.”
The collaboration makes perfect sense for IoDF and Machine-A. IoDF has the forward-thinking vision. Machine-A has the strong established brand and community. Together they are a force to be reckoned with, capable of creating a powerful drive towards a digital and sustainable future for the fashion industry.
The project is now live, so get out there and check it out! Or scan the QR code below!
BILLBOARDS SCANNABLE IRL AT:
BRICK LANE / BRICK LANE BRIDGE: E1 6RY
HACKNEY ROAD: E2 9ED
BROADWAY MARKET: E8 4PH
FLY POSTERS SCANNABLE ACROSS IRL LOCATIONS:
SOHO: CAMDEN: SHOREDITCH: PECKHAM: NOTTING HILL