The Purpose Of It – Paul Smith

BRITISH fashion designer Paul Smith is installing a Virtual Reality (VR) Experience Booth at his London flagship shop in Mayfair to mark the launch of the British Fashion Project.

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Visitors to the shop at No. 9 Albemarle Street will be able to experience the British Fashion exhibition on Google Arts and Culture and trace the history of British fashion over the decades. In association with the British Fashion Council, visitors to the store will be able to immerse themselves in 25 multimedia stories, made up of 140 videos and three VR experiences showcasing the backstage world of fashion. Viewers will discover the secrets behind the creative process of some of Britain’s most significant brands and have the heritage, creativity and craftsmanship of British fashion brought to life before their eyes.

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