Flash fashion

Paris – Fashion label Anrealage has created a collection born for the limelight that responds to the flash of a smartphone camera.

• Japanese fashion label Anrealage unveiled its spring/summer 2016 collection at the start of Paris Fashion Week
• Reflect builds on themes examined in Anrealage’s autumn/winter 2015 campaign Light

Becoming lost in the comforting glow of a smartphone screen is something of a social faux pas.

But at Paris Fashion Week, guests were actively encouraged to experience Anrealage’s spring/summer 2016 collection through their mobiles.

Designed by Kunihiko Morinaga, Reflect invited guests to use their smartphone cameras to flash its black, grey and white silhouettes, revealing neon stripes, houndstooth checks and ornate lacework.

Smartphones are now an accepted part of fashion culture, whether consumers are Periscoping, Instagramming or Snapchatting their way through a collection, leading Morinaga to pose the question: ‘What’s real and what’s virtual?’ 

The Big Picture: Create revelatory hybrid products and spaces that combine physical and digital elements. Find out more in our Creative Phygital microtrend.