Ines Alpha creates an AR beauty campaign for Selfridges' The New Order

For its AW19 campaign, London’s renowned department store, Selfridges, has commissioned a group of digital-first creatives – including 3D artist Ines Alpha – to give their impressions on the future of retail and fashion.

Titled The New Order, the project’s artists include Jon Emmony, a digital artist and creative director known for his 3D animations; Digi-Gal, a global community of female, trans and non-binary 3D animators founded by Cat Taylor; Filip Custic, a Spanish-Croatian photographer who blends photography with video, audio and installation; London-based stylist Jamie Shipton and photographer Lusha; plus 3D artist Ines Alpha – an artist who creates AR digital make-up and filters.

We first wrote about the work of Ines last year, where she spoke to us about her “illusion”-based filters that channel her fascination for 3D, make-up and cosmetics. As part of The New Order launch, Ines has created a beauty campaign for Selfridges.

Challenging how consumers interact with and consume beauty, the project sees her collaborate with 10 leading international colour and skincare brands, such as Suqqu, Bobbi Brown, Dermalogica and Hourglass. Using AR and 3D animations to create an individual look for each face and brand, the result is an “augmented new beauty that enhances and celebrates, rather than changes or hides,” says Selfridges in a statement about the launch.

“It’s been an honour for me to collaborate with Selfridges on this project,” says Ines. “In today’s, and most importantly tomorrow’s society, consumers will express an ever-expanding desire to imagine the future of retail, and the future of beauty, so it felt an organic decision for me to contribute to The New Order.”

The New Order project symbolises a new direction for the department store – for the past 110 years, the fashion retailer has become widely known for creative displays in its Oxford Street windows and the five-storey central atrium, as well as its commercial fashion categories such as Swim and Denim. “Responding to a post-disruption age, where the unexpected is expected, the digital and physical will merge to deliver our forecast for a genuinely new-gen retail experiences,” says the company.

With Ines channeling beauty, the additional artists within The New Order roster have been briefed to create a piece of work in response to the company’s fashion categories: Jon has Swimwear, Digi-Gal has RTW, FIlip has Accessories, while Jamie and Lusha have Denim.