So how does a digital fashion campaign like this come to life? First, our lead Selfridges stylist selected the pieces from some of our most avant-garde designers, including Rick Owens, Maison Margiela and Ann Demeulemeester. The IRL samples were sent to DIGI-GAL, who studied the physical properties of the items before recreating them in 3D. “We were able to create impossible clothing that could not exist in real life: garments that defy gravity and walk without bodies. In one scene you can watch pieces of fabric form together to produce a Maison Margiela dress in a matter of seconds.”

This limitless capability for creativity applies not only to the clothes, but also to the digital environments in which they exist. For The New Order campaign, DIGI-GAL created a landscape that is both beautifully tranquil as well as ominously alien. “Virtual design opens up a whole new universe of possibility for fashion shoots, particularly when it comes to locations and environments, says Selfridges’ Digital Fashion Director Nabil Aliffi. ”It makes you wonder how clothing moves if it were not limited by the constraints of physics. The technology forces you to stretch your imagination, allowing for pure creative expression.”