Lennon Gallagher models in the first of its kind mixed reality fashion show fuelled by Three’s 5G in the opening collection at Central Saint Martins’ MA show at London Fashion Week. Upcoming designer Gerrit Jacob and the model staged an 80s proletariat suburban affair for the MA show at London Fashion Week, through innovative Magic Leap spatial computing technology, which showed the designer’s real inspirations behind the collection.
This is Lennon Gallagher’s second London Fashion Week catwalk appearance and this year saw him wearing his knit shirt, matching clip-on tie, skull trousers and teddy shoes. The eight-look collection has been inspired by Gerrit’s examination of the German working-class identity, based on his teenager years in Hamburg and surrounding areas and has been commended by Director of the renowned MA Fashion Course Fabio Piras.
This is a first glimpse into how 5G will transform the future of fashion and how the fashion elite could view collections with increased creativity on the catwalk, as they are brought into the mind of the designer. 5G delivers the speed and processing power that allows tech like Magic Leap to be optimised, rendering incredibly complex and responsive holographic animations in real time.
Furthering the futuristic tone of the evening, the front row included Vogue’s editor-in-chief Edward Enninfu and Susie Bubble; a nod to the progressive direction the fashion industry continues to lead. Fashionistas including Andrew Garfield, Natalie Dormer, Jordan Dunn and Toby Huntington-Whiteley were also seen sporting the exclusive Magic Leap spatial computing technology headsets, fuelled by Three’s superfast 5G network. DJ Heron and Giggs (Juan Diego) were also spotted in the front row.
The launch and the UK’s first permanent 5G installation is part of Three’s long-term creative partnership with Central Saint Martins, which will see the world-renowned arts and design college’s 5,000 students accelerate the convergence of art, design, performance, fashion, innovation and technology. This includes the creation of a bespoke design focused 5G laboratory featuring IOT hardware and other connected tech, which will enable students to explore new ways to express their creativity through AR, VR and cloud computing. The creative collaboration will also give students the ability to create 5G enabled concepts and products to revolutionise the future retail store experience.
Designer Gerrit Jacob said: “The retro, eccentric and wonderfully weird nine-piece collection lent itself to further visual creativity via Three’s 5G mixed reality technology and it’s been incredible to see my inspirations visually and virtually brought to life on the catwalk. Lennon Gallagher’s look and persona celebrated this sentiment and it’s been an honour debuting the collection with him.”
Shadi Halliwell, chief marketing officer at Three, said: “Today we are turning up the volume on 5G and bringing it to life for the first time in the UK, right here in the heart of the fashion world. By giving students access to the next generation of mobile technology, they will be able to push the boundaries of learning, innovation and sustainability to create in a way that’s never been possible.
“This is the first glimpse of the future and as we progress our roll-out throughout the next year we will see how it will affect and change everyday life for all our customers.”
From March onwards, customers can experience a taster version of the world’s first mixed reality catwalk in its flagship store, Oxford Circus London, the only store in the UK to be 5G enabled.