We are all swimming in an ocean of data. In a digital world we can be anyone, at anytime and anywhere. This film, created in collaboration with Digital Artist Jon Emmony, follows the models’ exploration of individuality and character; both in a physical world – featuring the most sought-after swimwear of the season – and in the digital realm, where reality is augmented into a world of pure imagination.

 Jon is a London-based Digital Artist and Creative Director known for his mind-blowing surrealist, 3D-scanned compositions. Previously Digital Art Director of Nick Knight’s SHOWstudio, Jon has collaborated with fashion brands such as Nike and Gareth Pugh. For The New Order photoshoot, Jon collaborated with Photographer Chris Sutton.

Agent Provocateur - swimsuit. Photograph by Jon Emmony

How does ‘Dive In’ turn a traditional swimwear campaign on its head?

I wanted to look at swimwear through a contemporary lens while considering how we live in a data-driven society. We are all, to some extent, swimming in an ocean of data. I thought there was an interesting crossover between this conceptual take on swimming and the real. I wanted to show diverse models existing within a beautiful physical space, but crossing the threshold into their own digital worlds. We are all curators of our online appearance; what we post and share is an extension of who we are. Fashion is an external means of self-expression, and I wanted to explore a parallel inner narrative – who we might imagine ourselves as and how technology can enable us all to realise this. 

How would you describe your creative process? 

I work very instinctively, often following ‘errors’ or glitches and allowing those to seep into the final product. Working digitally I see whole new worlds and ideas offered by technology; the way that technology can see the world is often fascinating and unexpected, sometimes funny and outrageous. In 3D animation there are no limitations – gravity doesn’t exist, surfaces can be made from anything – and I can use any camera type I can imagine to virtually photograph or film whatever I am creating.

Zimmerman - swimsuit. Photograph by Jon Emmony
Paul Smith - swim shorts. Photograph by Chris Sutton
Agent Provocateur - swimsuit. Photograph by Jon Emmony

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

Digital mediums surround us everywhere – walking down the street we see digital content on bus stops and billboards, not to mention our smartphones, which are literally a portal into another world. Emojis are the new hieroglyphics. We live in an augmented society, with data and statistics constantly available to us wherever we are, so it feels natural to express the desires and anxieties that go along with that in a digital sphere. I also think the interplay between digital tools and the actual concept being realised is very intriguing. For instance: I often include process images in completed films – perhaps the digital equivalent of brushstrokes? 

Vilebrequin - swim shorts. Photograph by Jon Emmony
Frankies bikinis - bikini top and bottoms. Photograph by Chris Sutton
DSquared2 - swim shorts. Photograph by Chris Sutton

What are the positives of the digital revolution? And the dangers? 

The amazing thing about the internet and particularly social media is that it democratises information – anyone is able to voice their opinion. Of course, this can also lead to things like widespread misinformation and trolling. I think AI technology will develop rapidly in the coming years, which has the potential to be incredibly beneficial in fields like medicine as well as art. Whether we like it or not, the digital revolution is happening so it’s up to us to try to use these emerging technologies to our advantage (and turn off our phones sometimes, too). 

Seafolly - swimsuit. Photograph by Jon Emmony
Lisa Marie Fernandez - latex top and shorts (coming soon). Photograph by Jon Emmony
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