Fyodor Golan explores a new way of introducing and communicating SS17 during London Fashion Week. Using fashion and film, the brand is developing unique content and viewer experience.
For SS17 we wanted to present a collection that challenges the traditional catwalk format. This season we didn´t sketch or toile the looks. Instead we created a CGI animated collection. Creating artificial FG paradise with multicolored avatars wearing our design and allowing multiple perspectives views in this visually saturated representation. – Fyodor Golan
The digital presentation combined with real-life models, blurs the lines between reality and the moving, reacting computer avatars seeking the real textures to justify the simulated materials and their behavior to reach their maximal potential. The collection is pushing boundaries between nature and apply virtual cinematograph that is not constrained by the laws of physics and manipulate with this freedom and create illusions that would exist harmoniously with one another.