IoDF (Institution of Digital Fashion) reimagines the fashion week experience through their AR exhibition. Tearing away from the industry’s fixed traditions, IoDF brings the imaginations of creatives to life with world building immersive storytelling. The bold move is a step in the right direction as IoDF aims to lead the industry on a more inclusive and sustainable path, this London Fashion Week.

For those who aren’t very tech-savvy, AR (augmented reality) is an enhanced version of the physical world, created through digital visual and sound elements. With the aid of pioneering designer Richard Quinn and beloved whisky brand Royal Salute, IoDF hopes to open the door of opportunities at fashion week as they create exhibitions beyond our world’s physical constraints. IoDF’s CEO Leanne Elliot Young says they want to place “accessibility and innovation in the forefront.”  Is this the start of something new for the fashion industry?

The collaboration pushes cutting-edge design to all new heights, in hopes of creating an equilibrium between the physical and digital creative world. To help with this, IoDF entails fashion designer Richard Quinn. Graduating from Central Saint Martins in 2016, Richard Quinn became one of Britain’s leading fashion and print designers. Best known for his avant-garde runway looks, his designs are borderline conceptual art. Richard Quinn already has an abundance of successful collaborations, with brands such as Moncler and Liberty London, under his belt. Joining forces with Royal Salute, Richard Quinn is the perfect fit to execute IoDF’s London Fashion Week exhibition. This will not be one to miss.

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