New Zealand Fashion Week will this year host a new form of fashion innovation as NZ label SALASAI integrates artificial intelligence into their Autumn Winter 2020 release.
This year the brand has decided to challenge the assumed runway show format and instead create a new season collection release that solely exists in the digital world. Collaborating with their favourite content creators as well as local AI company, UneeQ Digital Humans, SALASAI have created an Autumn Winter 2020 fashion experience that will continuously launch over 7 days - SALASAI SEVEN.
As part of the NZFW schedule, each day at 7.30pm SALASAI, press partner BLACK MAGAZINE, NZFW and its creative content partners will upload a series of stills from one of the 7 unique perspectives on the collection to their various platforms. Surrendering their usual artistic direction to the hands of the selected collaborators, SALASAI will be showcasing the varied effect that different creatives can have on a single collection.
Partnering with UneeQ, a digital human company, one of the SALASAI SEVEN collaborators will be New Zealand’s very first AI-powered digital human fashion model. By integrating styled photography with AI software, this concept aims to explore the future of fashion imagery. Creative director Victor Yuen of UneeQ says the company is “thrilled to be demonstrating the power of digital influencers.”
SALASAI has a history of successful physical NZFW runway shows and have a glowing review on what the organisation has done for their business. “This year it is about changing delivery, and operating in the digital space that we rely on year round,” says SALASAI founder and designer Kirsha Whitcher.
Designers Kirsha Whitcher and Kelly Taffard of Salasai operate 5,300 km apart, meaning Skype calls and digital moodboards sit at the crux of their business. With technology being at the heart of many key marketing, sales, distribution and administration decisions for SALASAI, the choice of a digital-only campaign that can reach thousands and feature cutting-edge technology was a perfect opportunity
SALASAI SEVEN will be debuting on Sunday 25th of August, with content being shared via SALASAI’s Instagram, Facebook and EDM channels.
Other collaborators include co-editors of Black Magazine Ethan Butler and Rachael Churchward,, Melbourne-based NZ artist Kelly Thompson, Influencer Krystal Boyd-Priest, Stylist Jana Bartolo, and Sauce Online editor Zeenat Wilkinson.
This concept has been made possible with the support of partners M.A.C Cosmetics, Redken, BLACK Magazine and IQOS.
(As featured on the AM Show 26 August 2019.)