IoDF Create An Augmented Reality To Spotlight Richard Quinn's Latest Collaboration

After three arduous seasons of designers being forced to show their new collections digitally, whether it be through fashion film or pre-recorded audience-less runway shows, IRL fashion shows are finally back and although people are celebrating London's return to the physical schedule, a digital fashion universe is running not too far behind - led by fashion's leading digital platform, the Institute of Digital Fashion (IoDF).

Turning Richard Quinn's recent collaboration with Royal Salute into an Instagrammable digital playground for London Fashion Week, it's clear the digital medium isn't going away anytime soon. If anything, it's only going to become more surreal as it slowly but surely merges with the old-fashioned IRL experience. This is the task at hand behind IoDF's latest project, which showcases the collaboration between Quinn and Royal Salute; a round of collectable whiskeys.

Speaking of the collaboration with Royal Salute, Quinn said in a statement:

'Being able to spark creativity with Royal Salute has been an amazing experience. Witnessing craftsmanship and innovation within different expertise has always fascinated me, so exploring the world of expertly blended and high-aged whisky for the first time was such a powerful source of inspiration. The collaboration has been a real creative process, and I'm thrilled that the expression that resulted from this great partnership encapsulates both of our passions in a truly modern way.'

Thanks to IoDF's curious ways, which push us further into the Metaverse hour by hour, day by day, the platform have created a VR universe, made possible through an Instagram filter in which anyone can wondrously journey through Quinn and Royal Salute's hyperactive dreamscapes. Colours, time, and space have all been inverted to hypnotic effect. Sounds too futuristic? This isn't just about new virtual experiences but physical ones, too, meaning the two coexist in harmony.

IoDF CEO & Co-Founder, Leanne Elliott Young, acknowledged, fashion's baby steps into virtual spaces, commenting:

'There has been a seismic shift in how we experience, consume and communicate fashion in 2021. We are now all digital natives and fashion needs to step deeper into this arena. We are pushing to use digital to not just recreate a tired old system virtually, we want accessibility and innovation to be at the forefront.'

Forming a new, innovative way to engage with brands and designers alike, IoDF's very name may emphasise aspects of digital fashion, but they also recognise that for the industry to move forward in an inclusive and sustainable direction, there needs to be a cohesive unison between the IRL and URL. They believe the physical and digital need to work in tandem, delivering immersive realities into the hands and homes of consumers. The possibilities are endless meaning there's only one thing left to do; embrace fashion's digital future.