David Koma debuts 3D campaign and digital avatar queen for resort
In the latest twist in the digitalization of fashion, designer David Koma has debuted his latest resort collection with a 3D campaign and an aristocratic avatar based on an ancient Georgian queen.
The campaign launches the first digital Koma Girl - a figment of designer’s imagination that he christened Tamar M, referring to 12th Century Queen Tamar of Georgia, who presided over her country in its Golden Age. The first woman to rule David’s motherland, Tamar is known for her power and intellect, elevating the country to its zenith in the Middle Ages.
“The confines of travel restrictions inspired a project more personal than most; a deep dive into his fantasy world with an exploration of his love for three-dimensional computer graphics and digital art,” explained the brand.
For this cruise collection, Koma wants his real life clients in his signature body-con, barely their cocktails cut with asymmetrical flourish. So, in the moody video, Tamar M marches through a technological future – geographically a meeting of Lawrence of Arabia, Jason and the Argonauts and Rashomon. Adding to the surreal otherworldly sense, Koma added birdsong to the subtle flutter of butterfly wings. The sounds were recorded outdoors, around the British Isles. Even including the tapping of a wooden bat on the tree trunks in Epping Forest.
This Resort 2021 collection featured in the film is available for pre-order on davidkoma.com.
The designer has also launched three augmented reality Instagram filters, allowing fans to enter his fantasy world by ‘wearing’ accessories from the collection in their stories.
Revolutionary and unexpected, this is fashion and Koma cleverly reinventing themselves in the wake of the pandemic.
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