Fred Perry and Raf Simons team up once again to deliver an array of polo shirts, trousers and hoodies, presenting the collection with a unique user shopping experience depicting a surreal yet mundane suburban reality.
Fred Perry’s signature apparel is reworked by Simons, as polo shirts are emblazoned with “RF” calligraphy and multiple pieces are adorned with a rubberized Raf Simons adaptation of the classic laurel wreath. Oversized fits and contrast-colored V-shaped inserts complete the collections overall design language.
What stands out most about the collection, however, is the immersive customer shopping experience. The suburban catwalk blurs the lines between fiction and reality, depicting an eerie complex where anonymized models are casually seen sporting the collection. Shoppers are encouraged to tour the streets via hidden Fred Perry clues that lead you from one item to the next, allowing users to experience micro-narratives through the town and models’ point of view.
Users will be able to zoom in and examine the pieces in this virtual reality depiction of modern suburbia, upon which they can purchase the items and even share specially designed content from the shopping experience.
You can explore the virtual lookbook and shopping experience by heading to maps.fredperryxrafsimons.com.
For more fashion news, check out Kappa Kontroll’s archive-inspired Spring/Summer 2019 collection.
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