She’s not the one designer establishing a brand new future that’s primarily digital. Over the course of the spring 2021 season, dozens of manufacturers launched their very own augmented actuality filters on Instagram. Paco Rabanne’s replaces a person’s pupils with the model’s silvery emblem. Miu Miu’s is a cute polaroid background with flowers and butterflies. Louis Vuitton’s menswear filter pops Virgil Abloh’s uneven cartoon sun shades in your face; Jacquemus’s does the identical with the model’s serene blue shades. And JW Anderson’s turns your face into one of many Pol Anglada-illustrated masks utilized in Jonathan Anderson’s menswear assortment.
In New York, Hillary Taymour made a trippy digital actuality movie for her new Collina Strada assortment and partnered with hair stylist Tomohiro Kono on a filter that replicated Kono’s hair creations. It was really her third face filter, which qualifies her as an early adopter of the expertise, alongside manufacturers like Gucci, Valentino, and Off-Whit that began utilizing them again in 2018.
The Collina filters are designed by Kono and his companion, Sayaka Maruyama. Collectively they’ve been making their very own filters—personas, they name them—on Instagram for months. Extending it to the Collina Strada universe felt proper. “I simply cherished the hair Tomi Kono created and it’s a strategy to attempt on the seems to be at dwelling,” Taymour stated, noting she plans to provide one other collaborative filter with Kono and Maruyama in November.
To this point, Collina’s filters have been downloaded over 1 million occasions. “I feel it’s simply an effective way to get individuals conscious of the model and a enjoyable strategy to have interaction together with your following,” Taymour continued. In a second once we don’t actually want any new clothes, what higher strategy to change your type than nearly?