For his fall ’16 collection, designer Matthew Williams of New York-based brand Alyx, created a 360-degree video documenting the clothes in Times Square. Co-directed by ODOD and UZi, and filmed/edited by Dave Hung, Gabe Rousseau and Tyler Ross, the film was shot completely on GoPro cameras in the dead of NYC winter.
“Obviously, I do want everybody to see the clothes, but it is definitely more about the experience and being at that location,” Williams told Dazed. “I want people to watch the video a few times, each time you see something new or you follow a different girl.”
Inspired by photographer Wolfgang Tillmans and Fluxus multimedia artist Joseph Beuys, Williams wanted to capture the feeling of a busy Times Square, using the environment to create a frenetic energy that also represents the clothes. Watch the video, below.