Carri Munden is known for her wonderfully quirky personality and her love for digital and neon-inspired garments and accessories. Her recent collaborations with Nike and Jim Henson’s fraggle rock brand earned her a great deal of accolades in 2009 in the streetwear community including the Crockstar Streetwear Designer of the Year. There was a good deal of anticipation for her London Fashion Week unveiling of the Auntumn Winter 2010 – 2011 collection entitled “Neuromance” with accessories (and footwear) provided by Nike Sportswear. The presentation was a fashion-first and incorporated live augmented reality.

Intro to Cassette Playa 2010 London Presentation

The presentation was a true break from the “traditional runway” format of unveiling a collection. Three models (two male, one female) entered the room to some bass-heavy beats and took their places in front of a gigantic screen. One by one they disappeared around to the back side of screen and removed articles of clothing revealing layers from the new collection beneath (certainly an internet inspired way to unveil a collection).

Cassette Playa Autumn Winter 2010 London

The presentation also diverged from your run-of-the-mill youtube stop-motion video where the model removes a number of layers of teeshirts: rather than a simple pre-recorded stop motion video, Carri the creative included augmented reality 3-D elements for each model and they came to life as if by some secret power hidden within small square illustrations on the bottom-layer t-shirts. The men’s digital elements appeared to be a cross between knights in shining armour and characters from the Mortal Kombat series. Meanwhile, the one female model was wearing a princess / mortal kombat looking headpiece, though her digital 3-D element looked more like a sexed-up alien from Species.

Cassette Playa Digital Presentation London Fashion Week

The square on these white tee’s would glow and flash green as if it were a powerful stone on a treasure troll, before unleashing the augmented reality elements. The effect was breathtaking and the accompanying music was perfect.

There were surprisingly fewer people on hand to experience the new collection than might have been expected for one of the big names in British fashion, but there was a good amount of media coverage (two video cameras and several photographers).

The collection itself offered more of the Cassette Playa staples – silk printed oversized tee’s, neon leggings and arm warmers, dark jackets and vests with neon accents, and simplistic but bad ass designs on the base-layer tees. The shoes ranged from Alpinestar’s Astar motocross boots, to Nike T-90 II football boots.

Carri Munden at London Fashion Week Digital Presentation

It seems as though some of the design and attention to the collection was lost in the complete fascination with the augmented reality presentation. It is unlikely that the show will lead to many buyers in and of itself, but it certainly should create some buzz online and given the label’s strong following, I sincerely doubt whether this will be an issue.

Carri is off to a strong start and may well be on her way to another stand-out season.

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