The British Fashion Council (BFC) and Google Arts & Culture collaborate on a new project to digitally celebrate British creativity and craftsmanship: Their joint web platform g.co/britishfashion offers a contemporary educational approach, presenting detail and background information on institutions and icons of British fashion.

The BFC and Google have been able to collect loads of material from brands, craftspeople and designers to photographers, stylists and models (including Burberry, David Bailey, Erdem, i-D, J.W.Anderson, Michael Howells, Stella McCartney and Vivienne Westwood). Visitors are able to zoom in on fine embroidery work such as a couture dress by Sarah Burton for Alexander McQueen or step into a Virtual Reality panel with Naomi Campbell, Joan Burstein, Anya Hindmarch and Edward Enninful and experience their perspective on fashion.

Google Cardboard special-edition by British designer Paul Smith.
© British Fashion Council
Google Cardboard special-edition by British designer Paul Smith.

Google’s new VR glasses, Google Cardboard, got a special makeover by nobody else but British designer Paul Smith. With and without the special-edition Cardboard users can explore Manolo Blahnik’s atelier, McQueen’s craftsmanship and above mentioned panel.

While Google Arts & Culture so far seemed to focus more conventionally on art it’s now opening up for design and fashion.

The website g.co/britishfashion is accessible from all over the world and all contents are free. The BFC thereby aims to inspire young, emerging creative minds and continues to invest in future potential by celebrating and acknowledging their original fashion legacy.



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