Selfridges has unveiled an incredible new installation that fashionistas need to see

If you’re shopping in Selfridges over the coming weeks, you might find that something catches your eye, as the store has recently unveiled its latest digital installation.

The New Order, Selfridges latest creative campaign, challenges how we interact with and consume fashion, and asks us to rethink the way we shop, both on and offline.

As part of the new campaign, Selfridges has teamed up with five incredible artists to bring some visually stunning installations to the store. The latest is DIGI-GALS, a network and platform for 3D animation designers who identify as womxn, trans and non-binary, has unveiled 3D design and animated garments, responding to the ready-to-wear collections. 

DIGI-GALS founder, Cat Taylor explains that she started the platform to push the experimental sampling of fabrics into new and unseen territories, and to influence a new phase of sustainable development within the fashion industry.

DIGI-GALS follows on from the first The New Order installations, a short film by Jon Emmony that focuses on swimwear and features Prada muse Amanda Murphy and Japanese hip-hop artist KOHH.

September will see The New Order welcome Filip Custic, a Spanish-Croatian photographer who merges installation, photography, video and audio into new ‘impossible’ compositions. While the third campaign for the month will come from London-based stylist Jamie Maree Shipton and photographer Lusha Alic, who will present a unique take on denim as a collective.

Sam Watts, manager of Selfridges Birmingham, said: “It’s exciting to see The New Order campaign develop and as we unveil this second art installation, it certainly confirms our status as a store that champions artists and the creative sector. We’re all looking forward to seeing the next campaigns, too.”

For more information on The New Order and the artists getting involved, click here.

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