Awakening

Experience an entirely digital fashion shoot by Gary McQueen and Simon Emmett. Immerse yourself in the virtual set and try-on digital garments, then capture your look through smart-screen technology.

+44 (0)20 7942 2000
  • Saturday, 17 – Sunday, 25 September 2022

  • Gallery G40, V&A South Kensington

  • Free event

Awakening photo

Step into an entirely digital fashion shoot, a creative collaboration between artist/designer Gary James McQueen and photographer Simon Emmett. Virtually try-on couture garments and take a snapshot of yourself in Gary James McQueen’s latest designs through AI-powered virtual try-on. This display considers inclusivity in fashion, as all the looks are readily accessible through a smart-mirror or a chatbot and then digitally tailored to fit any size on the spot. Explore how new technologies can be applied to reimagine a more sustainable way to experience fashion.

Creative artwork and designs by Gary James McQueen. AI virtual try-on and smart mirror technology powered by TexelModa. Virtual production by Shapeshifters. Lighting Artist Anton Palmqvist
Supported by Epic Games

Part of London Design Festival and Digital Design Weekend at the V&A
#LDF22 #DDW22

Background image: Awakening by Gary James McQueen and Simon Emmett