Fashion imagery is changing course, rapidly accelerated by the pandemic. The boundary between the virtual and real worlds is becoming increasingly blurred as client demand for imagery and experiences that utilise new digital technologies grows in the early days of the fashion metaverse. Newformat is utilising an explorative and artistic approach to cater to this transformative demand for new techniques of capturing and communicating garments and belongs to a vanguard of new digital creative practitioners transforming our experience of the fashion image, creating virtual experiences not as a compromise for the lack of physical ones, but rather as entirely new and exciting forms of fashion communication.
Newformat, represented by East London’s Studio Private, consists of a group of four digital artists serving the constantly growing intersection between fashion and technology. Claudia Rafael, Florian Siegmann, Steffen Bewer, and Andrea Avellino converged in Berlin in 2020 to form Newformat as a response to the demand for immersive digital fashion experiences, “we believe we’re much stronger as a unit,” they say, “our skill sets complement each other very well.” Studio Private is a creative production company providing services in film, 3D motion, Stills, CGI photography, and digital experiences. The agency has so far created new digital experiences for the likes of Apple, Byredo, and Gucci, to name a few on a long list only set to grow due to their representation of Newformat.
The studio arose at a time when fashion weeks were decimated by the pandemic and its accompanying travel restrictions, and so came to be of much use for fashion brands seeking to utilise digital experiences to replace their cancelled shows. We spoke to the artists about working as a group, the future of the fashion show, and the perks of agency representation