Interactive editorial lookbook SS19 for Fred Perry
The Fred Perry x Raf Simons SS19 collaboration is presented within an immersive editorial lookbook, honouring an everyday interface familiar to many.
Worn by anonymised individuals, the garments can be viewed in a navigable environment, where modified stills create the setting of a universal suburb.
The experience is a tribute to the accidental/objective photo genre made widely available through street view, which offers a scan of reality.
Users can take a stroll to encounter the casually worn garments, discover a sequence of micro-narratives and revel in reverse-engineered moments of nonchalance.
Each garment can be examined up-close, with options to view it in situ or in the shop. Location URLs of found garments, sound snippets or visual frames can be shared on social media. The entire campaign can also be viewed as a series of semi-accidental screenshots.