What do you get when a digital institute, a luxury fashion label and a heritage whisky company band together? An augmented reality collaboration pioneered by the Institute of Digital Fashion (IoDF) that gives onlookers an inside look at the creative worlds of Richard Quinn and Royal Salute.
As fashion weeks slowly return to regular programming—read: physical shows and presentations—Leanne Elliot-Young and Cat Taylor, the duo behind IoDF, are stressing the importance of continuing to democratise fashion and sustainability by bringing creative experiences to the homes of consumers.
Keeping in line with their company mission of “pioneering tech as a democratic tool for change”, the pair utilised AR activations to create a custom-built, immersive universe for the launch of Royal Salute x Richard Quinn. The whisky brand has collaborated with the British designer, known for his trademark flower designs, on the debut instalment of its Couture Collection—a selection of fashion-inspired collectible whiskies.
Showcased during London Fashion Week, viewers will be able to experience and explore a fantasy-like landscape awash in purple hues. Designed to look like a runway, it also features a robotic figure walking through the lush foliage, with timely placed banners that give onlookers bite-sized pieces of information about both brands. The AR experience will be hosted on Instagram.
Shares Cat Taylor: “What we delivered at IoDF for this project with Royal Salute and Richard Quinn is paving the way for a brighter future. It’s inclusive and democratised, anyone can attend and it has zero impact on the environment. It’s beyond the restrictions of our physical world, the possibilities are endless. Let’s start a revolution and rethink how fashion is presented.”
Click on the ‘Edge of Beauty filter’ using a mobile device to enter the AR experience.
