Imagining Virtual Fashion by Tupac Martir and Satore Studio (2020)

Fashion weeks and shows have been significantly impacted by Covid-19. For the last 50 years, catwalk shows have been central to how brands have launched and marketed their collections. As a result of Covid-19’s lockdown conditions, shows have been cancelled globally. This has increased the demand for digital adoption to enable the return of shows, whilst creating an opportunity for step-change in future sustainable show delivery.

Our virtual runways transcend the geographical and physical limits of the fashion show, to create a new and mesmerising medium. Where choreography, lighting, and sets all become living, dynamic characters — free from the usual rules of staging. This frames the centrepiece — the designer’s collection — in a whole new way.

Tupac Martir is a multidisciplinary artist whose work spans the fields of painting, drawing, etching, technology, lighting, projection and video, sound design, music, and composition, as well as choreography and costumes. Vogue has described him as “the visual designer and creative director behind some of the most important events in the world”. He has provided production design, visuals and lighting direction for the likes of Elton John, Beyoncé, Danny Boyle, the Coachella Music & Arts Festival and Serpentine Gallery.

Martir is renowned within the fashion industry and has worked on ground-breaking shows for Alexander McQueen, Moschino, Alexander Wang, and Thomas Tait, among others. His artistic works have been shown across the world, including the Venice Film festival, The Eye Film Museum and Carnegie Hall.