Digital Innovation in support of Traditional Couture

For the first time in Ralph&Russo‘s history, an Haute Couture collection was presented with an entirely virtual experience in occasion of Paris Couture Week on the Fédération platform.
The need for digital innovation in the contemporary harsh times induced the creative director Tamara Ralph to look for new ways to showcase her precious creations, conceived for Fall-Winter 2020-2021, hence that’s how the avatar and muse Hauli came to life. The model, whose name in traditional Swahili evokes strength and power, was designed with African traits so as to embody the beauty of womanhood, inspiring positive change and courage in women all over the world.
Dressed in eight different Couture gowns, Hauli appears amid some of the globe’s most unique and awe-inspiring locations, veritable inspirational sources in the design of the dresses. Yet, flowers are the very leitmotif of the collection, the same that Ms. Ralph herself is caught in the process of hand-painting on the blooming goddess gowns which take on a life of their own before our eyes: florals aplenty appear then in watercolor-blurred effects, secondly digitally printed on refined taffetas and tweeds; they materialize into three-dimensional organza blooms, or simply, they influence the silhouette development through sinuous constructions: deep-cut necklines and tight waists are counterbalanced by layers of tulle suddenly sheared off diagonally, like bouquets made of hortensias; tulip-like petals made of draped silk delicately envelope the body, embellished with crystal flowers and meticulous embroideries.
A perfect fusion between digital innovation and handmade artwork, which has the power to inspire dreams and bring us to an imaginary world of fantasy where strong femininity never ceases to reign supreme.
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