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Dress code: Augmented-reality

HK EDITION | Updated: 2021-01-08 13:44
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Augmented-reality fashion is the new dress code for New York's Collina Strada. [Photo/Charlie Engman/Courtesy of Collina Strada]

Is virtual fashion a progressive future for fashion brands as we know them, where a designer or label offers more than just fashion product, but also creates an experience, an education and even inspiration? Cue New York-based ready-to-wear purveyor Collina Strada and its "sustainability is a journey" mantra. Set up by Hillary Taymour, the brand is a platform for climate awareness, social awareness, change and self-expression.

Then there's Collina Land, the video game and virtual space Taymour created at the behest of Gucci designer Alessandro Michele (along with 14 other emerging global brands), which features Collina's pre-fall 2021 collection – worn on real-world models that Taymour's team digitally scanned into the virtual space. Viewers or gamers can choose their path and click to play, taking them from Farm World and Ice World to Desert World, Underwater World and beyond, in an experience akin to Chinese artist Yang Yongliang meeting Captain Nemo meeting the Arabian Knights on a League of Legends combat mission.

Above all, Collina Strada encourages its youthful, aspirational audience to wear clothes imbued with a fearlessly fluid attitude, reinventing classics with unexpected details. "We are in a crucial state of change right now, and the more we do, the more we can impact others to take action," says Taymour. Make that fashion change.

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