Jordanian resort wear label ARAK Studio has released its SS23 collection that dives into the age of the Digital Blur. For ARAK Studio, the future has arrived, we are living in a boundary-less environment, where limitless digitization has gripped the world and tightens that grip with unbounded innovation. Revolutionary automation is taking over industries around the world. We are living in a world of digital blur.
The Fourth Industrial Revolution (4IR) is well and truly underway. In almost every facet of life, digitization has taken hold and is seemingly tightening its grip on the world and the human race as it continues to exercise its power. The advent of digitization and AI has meant that industries across the board have had to adapt, and people in all walks of life are changing how they interact with the world. Fashion is but one industry that is constantly evolving in the face of digitization. It is an art form that reflects the time in which it is presented has now proven that it is at the forefront of the changes enforced by the 4IR.
ARAK Studio takes inspiration from this ongoing process, the digital blur, where the lines are blurred between the physical and digital worlds, and the collection aims to bridge the gap between the two worlds. The two are now inextricably linked, neither can exist without the other and, as with this collection, brands are interlacing elements of the metaverse into our physical world through culture and fashion. Here, the Jordanian label has taken its findings in the metaverse and has recreated them on physical canvases.
Key pieces in the collection include swim shorts, linen shirts, pants and hoodies. Each piece in the collection features a print that both represents the brand’s signature designs and reflects the current digital world.
Through its Digital Blur SS23 collection, Arak Studio is pushing the boundaries of its design process by experimenting with unique textiles and materials, as well as new and innovative techniques that reveal the theme of digitization and its blurring of the lines of the reality the collection represents.
ARAK Studio is a social enterprise that was born in 2018 and aims to support underprivileged women. The brand honours old traditions while drawing attention to a fading culture. The clothing in these collections narrates a wider story, empowering the local community through handmade items that are crafted by female artisans from across Jordan. ARAK Studios’ high-quality pieces are made from sustainable materials, through a sustainable process and the brand makes use of eco-friendly packaging.
You can shop the new collection online starting March, 2023 at www.arakstudio.com
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