High-end retail destination Westfield has announced an exciting partnership with London College of Fashion’s Innovation Agency which aims to create a showcase platform for London and UK based artists, designers and creative talent.
The feature artist series will see a number of creatives taking over a dedicated space within Westfield’s Village, with the first of those being the highly talented designer Martine Jarlgaard.
Having presented her collection during last season’s London Fashion Week in mixed reality by using Microsoft’s HoloLens, Jarlgaard is exhibiting her physical pieces for the first time in Westfield. What’s more, all products featured can be purchased online. Staying true to her futuristic vision, Jarlgaard has recreated the holographic effect of her show by inviting the viewer to interact with the display via a mirrored image whilst catching a glimpse of the actual collection behind. The sculptural silhouettes on display come from a hybridization of dressy nostalgia, understated decadence and a relaxed, futuristic language of simplicity.
‘The fashion I envision isn’t fashion as we know it,’ said the designer in an official statement. ‘The partnership between FIA, Westfield and Martine Jarlgaard London is a window of a more interactive, exploratory future where consumers are drawn towards experiences, ethics, authenticity and vision which goes beyond aesthetics. Collaborating with FIA and Westfield is a privilege, as we share a vision of challenging status quo of a system which is at its breaking point, and pushing innovation of the way we consume, interact and experience.’
Throughout 2017 more LCF supported designers and artists will feature in key spaces across both Westfield London and Westfield Stratford City, giving emerging talent access to the retailer’s wide audience.