Get Ready for a New Era of Digital Fashion at Selfridges Birmingham

Selfridges Birmingham is launching a digital summer campaign which features stunning installations from innovative artists. The New Order, created by a group of leading digital-first creatives and image-makers, challenges how we interact with and consume fashion products and asks us to rethink the way we shop, both on and offline.

The New Order applies digital-first techniques to the physical elements that define fashion business  as well as to the categories of swimwear, denim, ready to wear, accessories and beauty.

Jon Emmony, the digital artist and creative director known for his surrealist, 3D-scanned compositions, has focused on swimwear. His short film features Prada muse Amanda Murphy and Japanese hip-hop artist KOHH, who are wearing this season’s most sought-after pieces, including this fabulous Seafolly active retro swimsuit, priced at £80, which is a print exclusive to Selfridges. Other available holiday pieces for women are this Jets by Jessika Allen, priced at £135, strapless bandeau suit and the Tommy Hilfiger one-shoulder seersucker swimsuit, at £86.

Men can emulate KOHH’s style with these Moorea watercolour turtle-print swim shorts from Vilebrequin, priced at £185 and Paul Smith striped swim shorts, at £120, as well as Ralph Lauren’s Traveller logo swim shorts, priced at £60.

Further campaigns will be unveiled later in the summer: Digi-Gals is an all-female and non-binary community that creates 3D design and animation.

In September, Filip Custic, a Spanish-Croatian photographer who merges installation, photography, video and audio into new compositions only made possible by technology, will unveil his bespoke installation for accessories. The Madrid based multidisciplinary artist, Filip Custic, recently became an Instagram sensation, when the face filter he created was downloaded 12 million times in its first week.

3D artist, Ines Alpha, who has created make-up filters for Snapchat, is changing the beauty landscape on Instagram with her unique AR digital make-up content. The Parisian-based artist responds to beauty in a unique campaign that will also be revealed in September.

The New Order’s third campaign for September will come from London-based stylist Jamie Maree Shipton and photographer Lusha Alic, who will present a unique take on denim as a collective.

The store is already a hub for the arts, hosting an annual Live + Loud festival in the summer, which celebrates the city’s diverse arts movement.

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