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No Agency New York AW20 show package
Styling Coco Campbell, Artwork Agusta Yr, Courtesy of No Agency

Agusta Yr takes No Agency’s models on a virtual trip

Model, artist, and IG meme queen @iceicebabyspice is behind the alternative agency’s AW20 show package

It’s no secret that since its introduction into the mainstream, 3D technology has continued to inspire designers to find new and interesting ways of creating clothes. With the likes of Iris van Herpen employing innovative techniques when it comes to her optical illusion dresses, and Japanese creative Serian Tsuno creating ephemeral pieces crafted using only a 3D pen, now, alternative model reps No Agency look to new methods to bring their AW20 show package to life.

With the show package used as a way to debut its latest cohort of talent each season, this time around the agency opted to collaborate with one of its own models, Agusta Yr – who you might recognise as visual artist and IG meme queen @iceicebabyspice – on a series of photo stills and short videos, which see its models rendered as 3D versions of themselves.

The first of its kind, the project was the brainchild of Alex Tsebelis, No Agency’s co-founder. With the idea of creating 3D show packages derived from his desire to find better ways of showcasing clothes to clients, he enlisted Yr to help scan models into virtual images which could then be rotated to better demonstrate each look.

“When I signed to No Agency New York, Alex asked me to help with a 3D project,” Yr explains. “From there on I've worked on a few simple 3D projects for the agency, all of them have been leading up to this particular, larger project.”

Set in a surreal and trippy video game-like dreamscape, models including American journalist Amy Fine Collins, Giannina Antonette Oteto, and Yr herself, are seen standing in what appears to be an old banqueting hall, decorated with statues. “In 3D you can do anything, so we wanted to place the talent in a new world,” Yr explains, adding that the result is ‘stoic, ethereal, and syrupy’. “We wanted to make a piece of art, but we were looking at classic art, not contemporary art.” 

With the project a couple of years in the making, the final results came together in one evening when “Alex and Nic Sinclair, our graphic designer, and I all got together with two pizzas, two bottles of prosecco, and worked for 20 hours straight listening to Jay-Z,” Yr explains. 

Also working with stylist Coco Campbell and 1Granary Showroom, models are seen wearing an array of looks. With most never having been shown in New York before, including a colourful body mould by Sinéad O’Dwyer, an intricate lace knit by Marvin Desroc, and signature wet look pieces by Di Petsa, the pieces were chosen for how well they would translate in 3D. 

Having modelled for Savage X Fenty and featured in Sinéad O’Dwyer’s Wear Me Like Water short film last year, Yr has already created 3D works of art for Charles Jeffery’s AW20 show and Moschino’s SS20 collection. Explaining to Dazed Beauty last year her “goal is to take people into another world/dimension,” it seems so far, so good for the up-and-coming creative.