published by Domenico Kang
Branded Contents
15 March. 2021


Even before mankind was hit by the COVID-19 pandemic, a trend could be observed in which people increasing- ly escaped into virtual worlds and alienated themselves from reality. Similar to other trends, social media is reinforcing this escapism and the creation of virtual realities and fake personalities. Social networks, on- line gaming platforms and pornogra- phic websites often feed unrealistic expectations that spill over into so- ciety and contemporary pop culture. These absurd expectations lead to increased feelings of inadequacy and suffering within the young populati- on. Reshma Saujani, founder of „Girls Who Code“, sums up the problem as following: „We raise our girls to be perfect, and we raise our boys to be brave.“.

The Collection will address this si- lent oppression and the resulting new social movements.

To demonstrate the fusion of a fic- tional reality with the real world, 3D objects were developed and de- signed to be incorporated into a fa- bric/textile print. In this way, 2D and 3D images are merged into one design. By the help of an app that was deve- loped for this purpose, it‘s not just the garment as such that is visible on the screen, but it also changes it ́s shape in the scanning process.

The intentionis to break free
from social stigmas also beyond the collection. The Project tells the story of one‘s own conflict, up to the liberation which is represented in the form of a sensual video game.

The goal of this game is to reach Ve- nus, which stands for the detachment from conventional rules.

The idea behind is to make the fu- sion of reality and fake reality vi- sible and at the same time to show a new way to create sustainable couture in the near future.

The app makes it possible to transform a ready-to-wear col- lection into a digital couture col- lection in the virtual world. The artwork of the print was inten- tionally filled with sensual ele- ments, to reinterpret the cur- rent situation of the pandemic, the design focus was to make outwear more sensual and sexy. An atmo- sphere of wetness and moisture was to be created, which almost seems to resemble a birth.

Also in this artwork, symbols such as the corsage, which in past centuries was considered a sign
of self- castration, are delibe- rately placed on the shoulders in order to create a new symbolism. Elements such as dildos and steel chains with sexualized flowers should additionally emphasize the independence that is to be commu- nicated to the buyer of the col- lection.

The following Presentation will show the results of this artpro- ject as a photoseries, Impressions of our developed app and its pur- pose and eventually a list with all members of the team.


Introduction to the augmented reality app „PRESTIGE“

A special app, which we named „Pres- tige“, has been created for the purpo- se to combine the effect of augmented reality with our garments and also to support this collection.

By now it is a prototype, which is suppo- sed to show first impressions of whats possible.
We have chosen one piece from the col- lection as a beginning, to be fusioned with digital reality, which now is the asymmetrical coat.

The app is capable of recognizing the coat, whereupon a 3D implemented art- work appears on the coat while obser- ving it through the app.

The idea behind is to create digital art- works for chosen garments to expand our perception of reality and its pos- sibilities. The artwork should show an extension of the garment in the digital world.

This is our vision to rethink the essen- ce of couture in a modernized and sus- tainable way.

Art Directing & Fashion Design by Arabella Romen

Assistant by Nadine Sahm Photography & Post Production by Rianon Vran Makeup by Lau Perz Set Design by Stefanie Grau Textile 3D Print Design Collaboration Arabella Romen & 11v151131_m06(3D) 3D Artist by Hatice KeyaJohannes Lex and 11v151131_m06 App Development by Anton Filatov in collaboration with Hatice Keya Model by Sonja Klinge & Miro Von Berlin Female Model App by Regina Jewelry by Johanna Gauder Shoes by Dior, Balenciaga and Syro

Fashion by Arabella Romen