THE BRITISH FASHION COUNCIL PARTNER WITH GOOGLE TO HIGHLIGHT BRITISH FASHION’S CREATIVITY & HERITAGE

THE BRITISH FASHION COUNCIL PARTNER WITH GOOGLE TO HIGHLIGHT BRITISH FASHION’S CREATIVITY & HERITAGE

Just in time for this year’s Fashion Awards, the British Fashion Council (BFC) and Google Arts & Culture have teamed up to bring to life craftsmanship and history of British fashion.

The collaboration, which has resulted in a digital educational platform, features content and stories from top UK designers and fashion insiders and is available for anyone around the world to enjoy.

To celebrate its rich history and create new experiences around British fashion, the BFC and Google have gathered together content from fashion icons – brands, designers, makers and craftspeople, creatives, photographers, stylists and models – and used technology to tell their stories. The dedicated site provides a single destination to educate and inspire future generations of young fashion creatives.

Fashion lovers can watch giants of the industry – from Burberry to Vivienne Westwood – feature in specially curated digital exhibits through innovative and immersive digital experiences. The dedicated hub features over 1,000 assets to explore, including twenty-five videos and three virtual reality experiences, all accessible from anywhere in the world, on desktop, laptop or mobile.

Highlights of the digital collection include a super high resolution capture of a couture dress from Alexander McQueen’s SS17 collection, allowing people to zoom in and see its threadwork in never-before-seen detail as well as a 360 video featuring the inspiration behind top couture dresses.

Visitors on the site can also see Manolo Blahnik at work in virtual-reality at his London atelier and explore curated exhibits from and about fashion legends and brands including Burberry, Browns, David Bailey, Edward Enninful, Erdem, i-D, J.W.Anderson, Michael Howells, Naomi Campbell, Paul Smith, Stella McCartney and Vivienne Westwood

Sarah Mower MBE, American Vogue Chief Critic and BFC Ambassador for Emerging Talent, has also directed a short film captured in 360 VR so viewers can come face-to-face with industry luminaries such as supermodel Naomi Campbell, designer and entrepreneur Anya Hindmarch, creative director Edward Enninful and Joan Burstein, founder and Honorary Chairman of Browns, who share touching and personal insights about their careers in fashion.

Visitors can also explore rich, archival materials from top British fashion houses sorting their searches by colour and chronology. They will be able to get close to British Fashion’s biggest characters and moments, reliving Kate Moss’s first runway show at London Fashion Week and exploring profiles of the fashion industry’s key players.
Paul-smith-google-cardboard

 

To mark the launch of the project, Paul Smith has designed a special-edition Google Cardboard and created online exhibits around five objects that represent his creative vision and brand.
Looking ahead to London Fashion Week Men’s in January, the tenth edition of London’s menswear showcase, the site features a ‘Spotlight on Menswear’ featuring content from Dylan Jones, Jim Chapman and Nick Knight.

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