Sept. 10, 2020, 2:55 p.m.
London, UK, September 10, 2020 – PhotonLens announced a partnership with London fashion house Ralph & Russo. PhotonLens will serve as the virtual and augmented reality media partner for Ralph & Russo’s Spring - Summer 2021 Ready-To-Wear collection show, entitled “LA FUTURA.” Photon Lens will film Ralph & Russo’s Spring/Summer 2021 collection in virtual reality, create immersive VR content for viewers featuring the VR shoot, and build bespoke VR headsets and hardware for Ralph & Russo.
The move follows the announcement by the British Fashion Council (BFC) that London‘s Spring/Summer 2021 menswear and womenswear collections merged into a single week of digital shows, amid pandemic-related limitations on hosting physical events. The event will be viewable live on Friday 2nd October at 2:00PM London time from Ralph & Russo’s website. Speaking earlier this year, co-founder Tamara Ralph offer that “We were working on a bigger digital strategy, but this pushed it into fast-forward,” and that, “we wanted to do something that had never been done before to that level.”
Ralph & Russo was founded in 2006 by duo Tamara Ralph and Michael Russo in Mayfair, London. In recent years, the brand has focused on “ready to wear” gowns and evening dresses. In 2014, Ralph & Russo became the first British fashion house in over a century to be accredited by the Chambre Syndicale de la Haute Couture.
PhotonLens co-founder Lisa Pan stated that “With the pandemic disrupting so many of the gatherings that anchor our personal and professional lives, we have to use every tool we have to create interesting ways for brands and people to connect with each other. PhotonLens is pleased to support Ralph & Russo in creating unforgettable virtual experiences so the world can see everything that Ralph & Russo has to offer.” PhotonLens offers bespoke VR/AR media production and hardware customization services for artists and brands, in addition to its core product, an Augmented Reality smart glass entertainment system oriented towards fitness and active gaming. Pan went on that “PhotonLens brings an uncompromising aesthetic of quality to the AR/VR space to connect the world with the work of some of the world’s best artists, be they game designers, entertainers, or fashion houses.”