ART SCHOOL

DIGITAL STRATEGY FOR LONDON FASHION WEEK

AUGMENTED REALITIES | VIRTUAL REALITY | CUSTOM ACTIVATIONS | LFW EVENT

THE BRIEF:

Non-binary luxury fashion label ART SCHOOL LONDON wanted to elevate the typical London Fashion Week show through a combination of engaging S.T.E.A.M. activations to democratise the usually exclusive LFW proceedings. 

 

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THE CLIMAX:

New Instagram AR filters inspired by the collection democratised the show experience by allowing people around the world to engage with the collection digitally. 

THE PROCESS:

CommuneEAST’s digital narrative was informed by:

  • Analysis of consumer’s in-store and social media behaviours

  • The collection’s relationship to the body

  • ART SCHOOL’S inspiration, craft, and artisan processes

  • The promotion of the brand ethos 

  • CommuneEAST's dedication to sustainable practices

3D RENDERING & 4D ANIMATION THROUGH AUGMENTATION:

Working closely with the founders, CommuneEAST chose elements which maximised user reach and engagement while considering how the narratives and inspirations from the collection could inform digital storytelling.

 

CommuneEAST 3D rendered and digitally scanned the unique details, clothes, and inspiration imagery from ART SCHOOL’S AW20 collection immortalizing them digitally through augmented animations. 

VR ACTIVATION

ART SCHOOL and CommuneEAST designed a set of virtual designs based on the current collection so each attendee has the ability to model and customize the collection virtually.

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LIVE EVENT ACTIVATION:

AR Filters could activated by QR codes on the show invite and were released on social media the night of the show.

CommuneEAST used virtual reality to commemorate the show's afterparty, held at The Curtain Hotel. Attendees could use texture, sound, light and movement to craft unique virtual ART SCHOOL pieces, observed by London's ART SCHOOL community.