We wear Culture
We don’t wear clothes. We wear culture.
For the first time, Google Arts & Culture has partnered with cultural fashion institutions in France and around the world to unveil more than 300 years of fashion with new technologies. For this occasion, AKQA crafted a VR exploration of the story of iconic pieces such as Coco Chanel’s little black dress, Marilyn Monroe’s sparkling and iconic pumps, and Vivienne Westwood’s famous controversial corset.
Client
Google
Year
2016
Agency
AKQA Paris
Insight :
The clothes we wear are not just colour, fabric and stitching. They are a representation of us and our surrounding culture
Idea :
Take the most iconic fashion pieces from around the world and unravel the stories behind each piece. Show that fashion is not just the latest trend, but that it's an art form and has a rich history behind it.
Execution :
A series of virtual reality films transporting the user around the world and explores the items in 360 degrees. While museum curators narrate, the stories illustrate and animate all around you.
Watch the VR playlist
“Iconic pieces that changed the way we got dressed are brought to life before the users’ eyes.”
— VOGUE
London, V&A Museum
Kyoto, Costume Institute
Paris, Musée des Arts Décoratifs
Florence, Museo Salvatore Ferragamo
The dream-team
Creative Direction : Nicolai Smith
Art Direction, 3D & 360° assets : Hugo Thomas & Yann Moszynski
Production & delivery : Quentin Bernard, Antonin Cuny, Aika Sawai
Scripts & Copywriting : Liam Freeman
Account Management : Antoine Daudier
Illustration & animation : Passion Paris
Sound : Chut on vous écoute
Behind the scenes
