London, UK – The LAUGESEN brand is proud to announce its upcoming virtual event, the LAUGESEN AW23 LONDON FASHION WEEK / PHYGITAL EVENT, featuring virtual galleries by VIRTUAL TOUCH and an AR installation by VZNZ X STYLE PROTOCOL.
The PHYGITAL event is part of LAUGESEN’s META\SENS TRILOGY, with the first installment launching during an on-schedule event at London Fashion Week September 2022 in partnership with Hong Kong-based digital lab VIRTUAL TOUCH. This showcased a custom-made meditative landscape inspired by the Himalayas, morphed with the utopian aesthetic of Italian avant-garde architecture group SUPERSTUDIO.
For METASENS 02, LAUGESEN is launching a new concept, disrupting the traditions of physical fashion presentation. The immersive AR filter hybrid of an art piece and a fashion catwalk has been developed in collaboration with the creative teams behind immersive Augmented Reality AR experiences, STYLE PROTOCOL, and VZNZ. The audience can experience augmented reality garment sculptures in a physical space, accessed through their mobile phones, that will also be launched as a global digital community competition.
Designed by two-time IDA International Fashion Designer of the Year Award Winner Jens Laugesen, the LAUGESEN brand is relaunching and returning to its original UNISEX origins. The event, which is being held at The Rowe, an eye-catching redevelopment of a former university building in Whitechapel, London, will explore re/deconstructed wardrobe staples through the lens of technology balanced with artisanal craft.
Echoing Jens Laugesen’s long passion for concepts and architecture of clothing, the signature tailored flap tuxedo jacket shirt and concept-led wardrobe staples became a key part of LAUGESEN’S new brand identity. Defined by the pillars of METAMODERN attitudes interwoven by discoveries and collective working with each other and the environment.
The event will also mark the launch of the new METASENS TRILOGY COLLECTIVE, an invited selection of artists formed via the METAVERSE FASHION COUNCIL and MAISON DAO members network to collaborate with LAUGESEN at London Fashion Week.
The immersive phygital art/fashion event will also showcase a new immersive 3-room digital space gallery, continuing LAUGESEN’s collaboration with VIRTUAL TOUCH, to showcase the new META\SENS 20 TRILOGY capsule collection of reconstructed tailoring and hybrid reconstructed pieces designed with a genderless unifit for all and digital NFT authentication by CREATED_BY.
The immersive architectural open-plan space will allow the invited audience to experience the digital metaverse fashion and a new collection with an art collaboration with artist ERIKA TROTZIG.
The LAUGESEN META\SENS FASHION/AR/ART event will conclude with an industry talk featuring participant collaborators about the collaborative project and how digital creativity and fashion technologies could merge fashion art and technology in the metaverse.
LAUGESEN AW23 LONDON FASHION WEEK / PHYGITAL EVENT is a groundbreaking event that promises to be an unforgettable experience for all those who attend. Stay tuned for more information about the event and how to participate in the global digital community competition.
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