V sits down with the designer alongside fashion director Nicola Formichetti and photographer Rob Rusling to discuss how the house's campaign came to be
V sits down with the designer alongside fashion director Nicola Formichetti and photographer Rob Rusling to discuss how the house’s campaign came to be
Lucky for us, Iris Van Herpen has collaborated with fashion director Nicola Formichetti and photographer Rob Rusling on a groundbreaking campaign for the collection using AI technology, as the trio spoke to V about how the use of technology helped bring the collection to a new dimension.When creatively brainstorming for the collection, what would you say prompted the theme of the collection?
IVH: For this campaign, we worked with AI to generate the environments and the architecture, we wanted the architecture to have morphing qualities, to play with the aquatic architecture concept. Some buildings are a hybridization of deep sea creatures and cathedrals, others show the movement of a jellyfish merged with temple structures. It was us dreaming together with AI to create a future we would want to live in.
Nicola Formichetti: I believe I played the role of a fashion ‘cupid’ in bringing Iris [Van Herpen] and Rob [Rusling] together to create these incredible visuals. When I first began working on the collection, which was all about looking into future living, and how aquatic architecture and bionic innovations were going to be the key, Rob’s photography immediately came to mind as the perfect fit to interpret Iris’ world.
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