Westfield London launches exhibition of Martine Jarlgaard designs
Westfield London has unveiled a new installation within its luxury area showcasing the sculptural silhouettes of innovative fashion designer Martine Jarlgaard.
The project is part of a new collaboration with the London College of Fashion’s Innovation Agency, which will see a series of artists presented in a high profile space within The Village, Westfield London’s luxury department.
The first exhibition is a visually interactive installation showing Martine Jarlgaard’s designs for the first time in a physical format. Her debut collection was presented during London Fashion Week using augmented reality and shoppers are now invited to interact with her designs physically via a mirrored image and display.
“The fashion I envision isn’t fashion as we know it,” said the Scandinavian designer. “The partnership between Fashion Innovation Agency, Westfield and Martine Jarlgaard London is a window of a more interactive, exploratory future where consumers are drawn toward experiences, ethics, authenticity and vision which goes beyond mere aesthetics.”
The brand has been shown in the BFC’s Emerging Designer’s showroom in London Fashion Week and her on-schedule presentation during LFW in September is thought to be the world’s s first mixed reality fashion show.
More LCF-supported designers and artists are set to take part in the new series throughout the year with exhibitions in both Westfield shopping centres in London.
“Our collaboration with Westfield will not only allow us to transfer Martine Jarlgaard London’s collection from the virtual world into a stunning physical location, but open the doors for London College of Fashion to showcase its ground-breaking work with a host of incredible creatives,” commented FIA head Matthew Drinkwater.
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