Selfridges Birmingham is heralding the dawn of a new decade with a digital summer campaign, featuring stunning installations from innovative artists.

Created by a group of leading digital-first creatives and image-makers, The New Order challenges how we interact with and consume fashion product and asks us to rethink the way we shop, both on and offline, establishing a wireframe for the future of fashion.

Since Selfridges first opened its doors in London in 1909, the department store has used window displays, visual merchandising and special in-store events to communicate with its customers.

The New Order applies digital-first techniques to the physical elements that define fashion business  as well as to the fashion categories of swimwear, denim, ready to wear, accessories and beauty.

Jon Emmony, the digital artist and creative director known for his surrealist, 3D-scanned compositions, has focused on swimwear. His short film features Prada muse Amanda Murphy and Japanese hip-hop artist KOHH, who are wearing this season’s most sought-after pieces, including this fabulous Seafolly active retro swimsuit (£80), which is a print exclusive to Selfridges. Other favourite pieces for women available for the holiday season are this Jets by Jessika Allen (£135) strapless bandeau suit and the Tommy Hilfiger one-shoulder seersucker swimsuit (£86).

Men can emulate KOHH’s style with these Moorea watercolour turtle-print swim shorts from Vilebrequin (£185), Paul Smith striped swim shorts (£120) or Ralph Lauren’s Traveller logo swim shorts (£60).

Further campaigns will be unveiled later in the summer: Digi-Gals is an all-female and non-binary community that creates 3D design and animation. For Selfridges, it has responded to the ready-to-wear collections with a digital creation that is to be unveiled next month (August).

In September, Filip Custic, a Spanish-Croatian photographer who merges installation, photography, video and audio into new ‘impossible’ compositions only made possible by technology, will unveil his bespoke installation for accessories. The Madrid based multidisciplinary artist Filip Custic recently became an Instagram sensation, when the face filter he created was downloaded 12 million times in its first week.

3D artist Ines Alpha, who has created make-up filters for Snapchat, is changing the beauty landscape on Instagram with her unique AR digital make-up content. The Parisian-based artist responds to beauty in a unique campaign that will be revealed in September.

The New Order’s third campaign for September will come from London-based stylist Jamie Maree Shipton and photographer Lusha Alic, who will present a unique take on denim as a collective.

Selfridges head of creation Emma Kidd, says: “Fashion has always been about fantasy. But the digital realm has shifted the limits of fashion – we’re no longer constrained by what is humanly or materially possible. Limited only by our imaginations, we can forge new ideas and aesthetics, and present things in impossible contexts. Our new digital tools are causing a revolution in what fashion looks like, and what it can do for us.”

Sam Watts, manager of Selfridges Birmingham, added: “One of the unique qualities of Selfridges is how we collaborate with artists and connect with the creative sector. The New Order is yet another exciting example of how we do things a little differently here, and I’m excited to host these collaborations over the coming weeks."

The New Order is Selfridges’ latest collaboration with leading artists. Earlier this year,  the premium department store unveiled The Art Block, a permanent destination for contemporary sculpture, presenting a series of six-month long residencies, showing newly commissioned artworks in captivating and unexpected ways.

It also joined forces with city-based Ikon Gallery to launch State of the Arts, bringing thought-provoking art to the premium department store that featured a specially commissioned piece by Belgian-based Perry Roberts, as well as an art trail of works by other critically acclaimed and award-winning artists.

The store is already a hub for the arts, hosting an annual Live + Loud festival in the summer, which celebrates the city’s diverse arts movement.

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