VIRTUAL RAVE

Virtual rave is graduate project, which was aimed to contribute to the current debate on the possibilities of virtual reality in brand communication, specifically in the fashion industry. Through primary and secondary research I found that fashion brands have been more reluctant to creating immersive customer experiences through virtual reality compared to other industries. Using London-based womenswear brand Fyodor Golan and their SS17 collection as a case study, I am proposing a multimedia virtual reality experience in the Selfridges carpark space to present Fyodor Golan's collection during London Fashion Week. The experience aims to promote Fyodor Golan as a forward-thinking brand, willing to experiment with innovative ways of brand communication. Also, it angles towards challenging the division between the commercial and the artistic side of communicating fashion through exploring the artistic inspiration behind Fyodor Golan’s collection in the form of an immersive virtual reality experience. The film shows the physical space, where guests of the presentation can view the brand's showcase in virtual rarity. Once the viewer puts on the VR goggles, they are immediately transferred on the imaginary dance floor made up of key elements of the collection (colours, prints). The visual inspiration behind the VR content comes from 1990s rave culture, specifically graphics in rave posters. 

FILM

Software: Cinema 4D, Adobe After Effects

Motion graphics, DOP: Maria Epoyan

Hair & Makeup artist: Anna Baxter

Model: Shardae-Rose Angel

IMAGES

Creative direction, styling, photography, editing: Maria Epoyan

Hair & Makeup artist: Anna Baxter

Model: Shardae-Rose Angel