A clip from the Coperni Spring-Summer 2021 campaign filmFrench fashion label Coperni has been an exciting brand to watch, especially as someone passionate about fashion and tech, like my fellow GRAZIA staff and me. The house’s creative directors Sébastien Meyer and Arnaud Vaillant, have consistently been at the cultural crossroads of these two industries, so much so, they even created a Wi-Fi icon-inspired bag for their fall collection last season.

Amid the ongoing coronavirus pandemic, the creatives took it a step further and shook things up with the Coperni Spring-Summer 2021 collection campaign. The brand presented its first video campaign on Monday, May 3, blending Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) to develop an immersive experience called Extended Reality (XR).

In simpler terms, innovative XR technology essentially combines the real-world and virtual environments, all in real-time. For all my devoted Star Wars fans, you may be familiar with the technology from Disney’s The Mandalorian series, which was one of the first to use the technology. For the 47-second campaign film, Meyer and Valliant derived creative inspiration from the early odes of the birth of iconic skyscrapers during New York’s industrial revolution. Models adorned the Coperni Spring-Summer 2021 collection, casually hanging out on steel beams thousands of feet above ground level.

Coperni, Extended Real
A model walks off the set of Coperni’s XR shoot, giving viewers an idea of what went into bringing the campaign film to life

The campaign, which is bound to give you an adrenaline boost, was directed by the production company, We Are From LA (known for producing immersive music videos for Pharrell Williams and Dua Lipa.) The brand used Unreal Engine to create the animated world in which the models are immersed. Ultimately, the fourth wall is broken at the very end of the video when a model walks off the quad-diamond-corner screen (as seen in the GIF above). All in all, the campaign provides a thrilling adventure that has me hoping for more Extended Reality campaigns in the (very near) future.

Experience the Coperni SS21 campaign, ahead.