A woman wearing a VR headset.

Scotland Re:Design opens new virtual reality fashion experience at V&A Dundee

For immediate release: 9 November 2023


Dundee-based fashion and textiles social enterprise Scotland Re:Design (SRD) is this year creating a new virtual experience in V&A Dundee, Scotland’s design museum, which will be launched as part of the Scottish Fashion Festival 2023 on Friday 17th November.

In an exciting new virtual reality experience, titled HIDDEN FLOORS, audiences will get to see a whole new way of enjoying fashion open up before their eyes, which will be entirely online and powered by 5G technology through The Scotland 5G Centre.

SRD are leading on this unique 5G project thanks to a Tay5G Innovation Challenge award, funded by the Scottish Government as part of the Tay Cities Region Deal, and with support from The Scotland 5G Centre, Dundee City Council, and the Department of Science, Innovation & Technology (DSIT) 5G innovation Regions project.

SRD are working on the initiative, content and design, with four Dundee fashion, knit, print and textile designers, alongside partners Lateral North, four Applied Arts Scotland Makers, and four digital fashion creatives from Fashion Interrupted.

Designers Ruby Coyne from Dreamland, Jolene Guthrie from Jo-AMI, Samantha Paton from Isolated Heroes and Megan Mackay from Little Peril have been supported to bring their designs to virtual reality technology, enabling them to obtain new 5G software and hardware skills and experiences to update their studio and factory practice using 5G technology and VR headsets provided by The Scotland 5G Centre.

5G technology is creating a more immersive fashion show viewing experience, through VR and innovative holographic content, where the clothes, models and showcasing of garments are all constructed digitally. Creating a digital runway enables these designers to showcase their work anywhere in the world, opening up the potential to connect to international buyers without the costs and environmental impact of international travel and organising physical runway shows.

The work is set to be unveiled on Friday 17th November 2023 at the prestigious annual Opening Night Gala of the annual Scottish Fashion Festival. Taking place for the third year at V&A Dundee, where Dundee style icon Howey Ejegi is hosting the Fashion Salon Show & SRD Awards, supported by Shelter Scotland and UNESCO City of Design Dundee.

The event is priced £22.50 for General Admission, and £32.50 for Seated Show Tickets and more information is available at www.redesign.scot

Featuring collections and exhibitors created especially for the exhibition, and a digital runway, the virtual show will also be visible via a QR code on people’s own handsets.

Visitors can further expect to view and interact through 5G-enabled Oculus virtual reality headsets, or watch onscreen at the event.

SRD Director Caitlin Miller said: “Having sold out our Opening Night completely in recent years, we wanted to connect V&A Dundee with the opportunity to host major events and exhibitions in the virtual reality space, and research what that means for us both in regards to content, touring, and sustainability, and also in terms of visitors and audiences, merchandise and sales.

“As designers, we are also researching what the impacts are for intellectual property, accessibility and equity, and we are really thrilled to be supported by Shelter Scotland to enable eight amazing Scottish designers to collaborate with them, and to be doing two business awards and a fashion show and talks supported by UNESCO City of Design Dundee and McIntyres Hair Salons.

“Our exhibition empowers and enables Dundee fashion businesses to work with our other Scotland-wide partners Fashion Interrupted, who we debuted in 2021, and Applied Arts Scotland with whom we have worked regularly for years, to see what digital fashion can mean for them and their customers. As Dundee is the home of design and gaming, gathering people through the new opportunities provided by 5G was a natural exploration to make!”

Kirsty Scott, Senior Business Engagement Manager Tayside, S5GC said: “5G has the power to completely transform the fashion industry, from the process of designing and manufacturing to the staging of runway shows and purchasing of the latest trends, both in store and via online shopping. 5G-powered technology will enable new immersive experiences, and with the use of AR, consumers can now try on garments, accessories and even cosmetics before they buy, creating a more bespoke and personalised service from anywhere in the world and giving designers an opportunity to work in new markets that aren’t at their doorstep.”

Leonie Bell, Director of V&A Dundee, said: “We are delighted to be hosting the Scottish Fashion Festival’s opening events on 17 November, which will see many of Scotland’s most exciting fashion designers and design studios reveal their latest collections at a sensational runway show inside the museum. The evening is set to be a wonderful celebration of fashion from Scotland and a great opportunity to champion and show support for many talented designers. V&A Dundee recognises the vital role Scotland Re:Design plays in supporting and celebrating Scotland’s fashion community and industry and we’re pleased to be partnering once again on this year’s festival.”

Following successful debuts and pilots in its core missions centred around equity, sustainability and technology to support and develop the Scottish fashion and textiles industry, SRD has previously debuted fresh work in this field with all involved, as well as a 2021 project with InGame looking at the applications of digital Fashion into digital sales opportunities, such as gaming, another design and creative sector Dundee is world famous for.

Elsewhere in the building there will also be real life Fashion Salon Shows and the SRD Awards presentations and talks during the event, with two business change awards with micro-grants and the Fashion Salon Show sponsored by UNESCO City of Design Dundee and McIntyres Hair Salons for the third year running, and eight designers have already won the opportunity to collaborate with the charity Shelter Scotland, each further nominating their own favourite to win this year’s prestigious Fashion for Social Change Award. Additionally, all designers from the Show will be on sale in V&A Dundee’s pop-up shop from Saturday 18th to Sunday 26th November, together with some Accessories, bringing the total volume of work to over 40 of Scotland’s top fashion designers, companies and creatives to be unveiled on the night.


  • Ruby Coyne from Dreamland  
  • Jolene Guthrie from Jo-AMI 
  • Samantha Paton from Isolated Heroes 
  • Megan Mackay from Little Peril 


  • Carrie Fertig 
  • Aubin Stewart 
  • Anne Marie Shillito 
  • Maija Nygren 


  • Ciorstadh Monk 
  • Madeline Brown 
  • Emma Clifton 
  • Gillian Martin 

 Fashion Salon Shows & Shop at V&A Dundee 

  • Ayton Clothing 
  • Ava Gourlay 
  • Isolated Heroes 
  • Jayne Stephens (Shop Only) 
  • Little Peril Studio by Megan Mckay 
  • Kirsteen Stewart 


  • Isla Gibb 
  • Jayne Stephen 
  • Katrina Lindsay 
  • Lauren Malcolm 
  • Rory Houlihan 
  • Solenn Alvarez 
  • Samantha Campbell 
  • Vevar

The Runway team is hosted by SRD with DJ Natasha Kitty Kat, and produced by Dundee’s Gary Langlands of Vision, Sound & Light, with hair by Dundee’s international award-winning Kay McIntyre of McIntyre’s Salons, hosts and dressers by Backstage with Beth Farquhar, and a talented professional Dundee make-up team put together by the city’s Annie Voigt.

McIntyres Hair Salons of Dundee are the official hair partner for the fashion event, and have now contributed for three years. McIntyres has won four British Hairdressing Awards, and Head Stylist, Founder and Director Kay McIntyre is also in their Hall of Fame. Kay will be personally coordinating the hairdressing and working collaboratively with SRD for this year’s Scottish Fashion Festival, as McIntyres this year celebrate their 30th year in 2023, having first established in Dundee in 1993.

McIntyres are delighted to be styling the hair again this year, as this event continues to evolve and embodies such core moral values. Owner Kay McIntyre says: ‘It’s fun and exciting to be involved in this wonderful initiative providing an unique platform for the selected designers - McIntyres Salons is celebrating its 30th anniversary this year, our award winning hairdressing teams always enjoy the artistic challenge of showcasing the designers talent and are looking forward to an amazing show’.

These will see Models and Designers engage with seated audiences in a manner reminiscent of the Paris salons of the early 20th Century, with DJ music and a Bar.

Set to feature a range of Scotland’s top fashion talent, audiences will get to see over 30 designers and creatives work up close on the night, whilst the fundraiser event provides work for well over 100 people.

The Festival Opening Night Gala is Friday 17 November, priced £22.50 for General Admission, and £32.50 for Seated Show Tickets:

Buy your tickets now