“It’s all presented in such a seamless way; because the viewers can feel that tension between what’s real and their digital lives.”
After two years of only digital interactions, luxury houses embrace the return of physical events this fashion week season (like Chanel having galloping horse open its runway and Prada inviting Jeff Goldblum to close theirs).
However, LA-based designer Maisie Schloss is sticking to what technology offers by showcasing her Fall 2022 collection through holograms. In fact, the 7 feet visuals of models on screen was a first in New York Fashion Week.
Backstage at her brand Maisie Wilen’s show, she told Harper’s Bazaar, “It’s about pushing visuals that make somebody question their reality. I did that through optic prints, a few textiles that trick the eye, holographic vinyl, matte sequins, and more.”
Schloss’ brand is only two years old, but her clients have spanned from top model Winnie Harlow to American professional soccer player Megan Rapinoe to Kim Kardashian since its launch. The latter’s connection to the brand was probably her ex-husband Kanye West (or Ye, as the courts would now have everyone say).
The 27-year-old worked for West as his chief womenswear designer in his Yeezy line. After the almost four-year stint in 2019, Schloss launched her label with financial backing and mentorship from West.
Although her NYFW show didn’t involve models physically walking down a runway, it was more experiential for guests as they had to wander a dark room to see the presentation. The designer brought her vision of merging digital and physical experiences in partnership with Yahoo.
“I was like, ‘Oh my God, what if everything was a hologram?’ You know, what if we had this real tension in the show of a live experience versus something that is ultimately pre-recorded on a loop,” Schloss continued.
For the designer, it wasn’t about forcing a way to digitize her brand to join the metaverse trend—using technology has been her ethos even before it hit mainstream. It makes sense as Schloss makes all of her prints on a computer, making her brand “digitally-driven.”
“I wanted to delve into what could prompt the viewer to question their reality. The clothes have optical illusions, and we use a lot of textiles with visual effects,” she told Vogue. “It’s all presented in such a seamless way; because the viewers can feel that tension between what’s real and their digital lives.”
Banner photo from @maisie_willen on Instagram.