GOODCOMPANY & i-D On "Future Fashion"

 Always at the vanguard of fashion, the iconic British fashion and lifestyle publication, i-D celebrated the launch of its reimagined online presence (i-D.co) at Cedar Lake in Chelsea Wednesday night with a first-of-its-kind interactive, holographic fashion show. i-D teamed up with award-winning creative production boutique Good Company (http://goodco.tv), along with directors and artists Radical Friend (Kirby McClure and Julia Grigorian), to produce and create the interactive holographic experience. Titled “Future Fashion,” the event pushed the boundaries of a traditional fashion show by creating a groundbreaking experience: live models, wearing the latest garments by emerging British fashion designers Claire Barrow, Ashley Williams, and Ryan Lo, performed on stage with holographic projections of themselves immersed in psychedelic digital environments. Wireless phones were deployed onsite to enable participatory wireless access by attendees in the experience. “Having collaborated with Kirby and Julia on previous interactive and holographic content and experiences, we were able provide critical production expertise to seamlessly pull off this first-ever feat,” stated Good Company co-founder and executive producer Jonathan Lia.

 

 

 

The fashion event consisted of a live, 15-minute choreographed show. Onstage models entered a holographic diorama and were immersed in holographic projections, enhanced by a multi-dimensional musical experience—every variation of model, scene, and look triggered a different audio stem, each an element of the original score created by Chris Keating of Yeasayer. During the event, the audience was invited to haptically “draw” on the diorama using the wireless devices, after which they could interact with and create their own personal fashion shows using the main diorama or one of three scale models. Using buttons on the phone’s touchscreen, attendees chose their designer, design, and environment. A swipe of the touchscreen rotated the model while applying an audio filter.

 

 

Lia asserted in closing: “Good Company was instrumental in breaking new ground with 'Future Fashion' by enabling not only an unchartered, innovative approach for future fashion events, but by ensuring audience participation for a wholly new experience."

 

 

i-D's online launch is executed in collaboration with VICE Media, which acquired the publication in December 2012. Utilizing the knowledge gleaned from transforming a punk magazine into a digital powerhouse, VICE is helping to drive i-D's own aesthetic into the global digital sphere.