Chloe Bloch
Chloe Bloch
This experimental campaign aimed to position Selfridges as a trailblazer in immersive shopping experiences. Exploring the evolution of identity through fashion, blurring lines between subject and creator, the imagery portrays the process itself. Photographers, stylists, and equipment merge with the scene, deconstructing the traditional photoshoot format.
The choice to use AR instead of a fashion film was driven by the desire to break conventional boundaries and create an immersive, interactive experience that transcended passive viewership. Encouraging users to interact and create, fostering a vibrant community around the brand.
SCOPE: CAMPAIGN CONCEPT / CREATIVE / ART DIRECTION
Models: Saskia De Brauw + Malik Bodian
Photographer: Will Scarborough
AR App: Rose Digital
Styling: Vincent Levy
Casting: Sophie Lynas
Make-up: Thomasin Waite
Hair: Sarah Jo Palmer
Manicurist: Nadia Blanco
Set Design: Alice Andrews
Production: Georgia Benney, Tui Lin + Anthony Ferrieres
