No strangers to the world of tech, the latest fashion brand to replace the good ol' green screen with XR is French fashion brand Coperni. XR is considered to become the dominant model used in fashion film and one that represents the technological future we are steadfastly heading towards. Unveiling their first video campaign for S/S 21, the label mixed the unreal with the real for their latest campaign, featuring technologies such as virtual reality (VR), augmented reality (AR) and mixed reality (MR) to create an immersive space that appears to look so real it's almost surreal. Using specialist camera tracking, the movement of the lens is mapped throughout an envisioned 3D world, creating a complete 360 view. Although this kind of digital campaign may not be a 'fashion first' (with fashion houses like Balenciaga, Gucci and Burberry creating digital campaigns that are so far out of reach from real life they've featured designs for video game characters rather than real people), it's a first for the French label, although they're no strangers to internet aesthetics. Their futuristic brand aesthetic has previously seen them host a fashion presentation in the Apple store and launch a series of interactive games on Instagram titled Copernize Your Life, with their cult 'Swipe' bag a direct product of the social media platform. Co-founder Sébasien Meyer places technology at the heart of their design process, working predominantly on his phone and iPad.
Directed by We Are From LA (music video directors for Pharrell Williams and Dua Lipa), the campaign video was filmed in Paris at the first XR studio in France, created by Julien Collect and Pierre Guy-Costanzo. With the directors looking to 1930s imagery of workers sat on skyscrapers in New York City, the short film also takes place on the rooftop of a building, more specifically, the Montparnasse Tower in Paris - with the unique XR (Extended Reality) technology hypnotising the viewer watching the city lights from above.
As Coperni fans and fashion folk know already, this isn't the first time the brand have decided to use Montparnasse Tower as a backdrop. Following on from staging the first live show of Paris Fashion Week last September for the S/S 21 shows, the Coperni show took place on the 59th floor of the same building, which, as you can imagine, was quite the change from the normal phygital shows that either wholly took place online or were presented firmly on the ground.