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We’re at the dawn of a new fashion landscape, where 3D design makes virtually anything possible. In the next chapter of The New Order – our creative campaign exploring the future of fashion and retail through the medium of digital art – we’ve teamed up with London-based Stylist and Creative Director Jamie-Maree Shipton. Here, we talk to her about fashion’s next frontier, as she reimagines the most iconic wardrobe staple of all: denim.

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NICOMEDE.UNIFORM - waistcoat / 7 For All Mankind - Ronnie slim-fit jeans
Wolford - body / 7 For All Mankind - Slim Illusion jeans

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How would you describe the campaign?

The campaign is about how denim grows with you, where we could find denim in the future.

The campaign features different characters and environments. What was your inspiration?

Denim is a really personal wardrobe piece, the fit is always very specific to the individual. So, it felt only natural that I look at how, in the future, denim and the wearer could become one. I developed three future environments where they would exist. First: a technology-saturated, radio wave-esque, cells-only environment, where denim became a sleek exterior or barrier. The second, a Mad Max-inspired dystopia: denim became a protective shield from the drying elements. And third, a lush utopia, where denim had integrated into the wearer as a soft exterior.

Boris Bidjan Saberi - cashmere jumper (coming soon) / Paige - Lennox skinny jeans
Paige - Tie-dye jacket, Jojo jacket and Hoxton jeans

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How did the campaign come to life?

After I came up with the initial creative brief, I met with Photographer Lusha Alic to develop it further with visual research – what these environments would look like and who the characters in them would be. We then created our pack and moved on to which digital artist would help us bring them to life.

How did you decide upon the digital artist?

Lusha and I made a shortlist and narrowed it down. We loved Ben Dosage because he had a variety of different skills and mediums, and his existing work in 3D (including a piece with Dazed that caught our eye) really suited what we wanted to achieve. We met with Ben and he was happy to be ambitious with us on this, so it was a great fit.

Diesel - velvet jeans (available in store)

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rag & bone - Jane super high-rise jeans (coming soon)

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Hanro - vest / Replay - Anbass slim-fit jeans

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How important are digital communities to you and your creative process?

Indispensable. A lot of the people I work with on my projects, I discovered through Instagram especially. We may be worlds apart, but I can see the work of millions of other creatives and not only access but also utilise them instantaneously. It’s an endless source of inspiration and collaboration.

What do you want the viewer to take away from the campaign?

That denim can stand the test of time, no matter the environment, occasion, style or fit. It’s a piece you can really have forever.

Derek Rose - T-shirt / Monfrere - Greyson ripped skinny jeans

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How is digital art changing fashion styling?

It’s no longer just about how we present the final image of clothing and how it’s supposed fit; it’s really about what an outfit can mean, and where and how you can wear it. We’re seeing concepts like digital/holographic fitting arise, where the shopper doesn’t even need to physically try on the pieces. In the future, perhaps it will no longer be our physical selves we style and present, but an avatar or AR version. We’ll be able to style ourselves without limits.

Boris Bidjan Saberi - T-shirt (coming soon) / True Religion - Rocco skinny jeans

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AG - Etta cropped wide-leg jeans

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Frame - L'Homme slim-fit straight jeans, Herdita jacket and Palazzo wide-leg jeans (coming soon)

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How do digital mediums, rather than traditional art forms, allow us to describe contemporary experience?

We build our communities and social circles within digital platforms, so it only makes sense that our art imitates that experience. Art has no boundaries or limits (it never has), and digital mediums just offer even more potential for expressing ideas in a way that reflects society’s current preoccupation with digital, VR, AI and 3D design.

MM6 Maison Margiela - body / J Brand - Valentina flared jeans

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No.91 - No.91 biker skinny jeans 

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JON EMMONY
DIGI-GAL
FILIP CUSTIC
INES ALPHA

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