Pin It
5 SELFRIDGES Calvin Klein Round-neck one-piece, sw
Selfridges – The New OrderCourtesy of Selfridges

Selfridges taps a gang of digital artists to imagine the future of fashion

The AW19 campaign – entitled The New Order – features collaborations with the likes of Cattytay, Jon Emmony, and Ines Alpha

What does the next decade hold for fashion? You may not know, but luckily Selfridges has an idea – and has imagined a possible future for the industry via its new AW19 campaign. Named ‘The New Order’, the campaign opts out of an in-store event, and instead, consists of a completely digital approach.

Each image featured is reimagined by the cast of the project, including Dazed 100 digital artist Cattytay – who is the founder of Digi Gal, a 3D technology community for womxn, trans folk, and non-binary people. Her role in the campaign was to create imagery for all the AW19 ready-to-wear clothing, to be released soon. 

Other creatives included in the project are, French 3D artist Ines Alpha – responsible for those Snapchat filters that make you appear to have makeup on when you just woke up – created all the beauty content. Elsewhere, Iris Van Herpen and Nike collaborator, Jon Emmony also took part in the campaign, designing a colourful animated Greek pool for the swimwear garments. 

The campaign launches this month and will appear both online and on the Oxford Street store windows.