Kenzo’s Virtual Fashion Heist
French fashion label Kenzo has created a virtual 3D storytelling experience to present its pre-autumn 2014 collection. Grace to the Nth Power allows users to navigate an online recreation of a gallery space on desktop or mobile – with a narrative twist.
As part of the experience, film director Partel Oliva and web designers Kim Boutin and David Broner have produced videos showing two thieves – models Grace Bol and Sang Woo Kim, dressed in the collection – stealing the gallery's artwork. Viewers watch footage of the theft as they navigate through the virtual gallery, set to a soundtrack from Fatima Al Qadiri, who also provided music for Kenzo's menswear Autumn/Winter 2014 show.
The digital gallery comes complete with an exit through the gift shop, where visitors can browse items from the collection and click through to purchase from Kenzo's e-commerce site.
In terms of drawing customers into their world, Jimmy Choo might have the edge on Kenzo. In July, the British label gave fans access to a 360-degree model of the editorial showroom used during its February catwalk shows in Milan, granting a glimpse not only of upcoming accessories, but also of a space previously only seen by top fashion buyers and editors. See our blog post Jimmy Choo's Virtual Showroom for more.
As luxury brands work hard to attract consumers in online spaces without losing their air of privilege, we will see more of these kinds of interactive experiments that make digital shows as alluring and extravagant as their real-world catwalk equivalents. Look out for more on the merging of the physical and digital – particularly in the retail space – in our upcoming Macro Trend, Post-Digital.