INTRODUCING OUR CUSTOM "TRY ON" INSTAGRAM FILTER
P.E. Nation debuts a custom created Instagram filter which will transport you into an international snow environment where you can ‘try on’ selected garments from this original collection.
Developed in collaboration with creative agency Andpeople and the globally recognised team behind the Institute of Digital Fashion - who individually cite Alexander Wang and others as esteemed clients – P.E. Nation acknowledges that in a year which has seen considerable change, the digital sphere plays a significant role in rewriting the rules within the fashion industry. The push for the elimination of textile waste has encouraged brands to create digital clothing and while in its infancy on a global scale, advocates for sustainable production.
The current state of play within the sector has provided P.E. Nation with an opportunity to push tech-use toward a more sustainable future; to digitally reinvent and showcase fashion in new and innovative ways; to produce digital products that function, respond and behave as they would in physical spaces; and to re-imagine our seasonal launch by bringing the social escape of the ski slopes to our customers.
We’re living and working within a new societal normcore on a global scale. Products are no longer limited to curated imagery and look books, but rather experiences that have augmented the way our customers interact and engage with them. Winter, for example, represents a seasonal moment of expression, an escape to the annual snow-covered pilgrimage; naturally this year with global and domestic travel bans in place, the season as we know it will be different. Enter the Sustainable in Snow concept, which uses augmented reality to take people on an escape, and to transport them into another world.
The journey begins by accessing a filter via the P.E. Nation Instagram account. Functioning similarly to the augmented reality (AR) filters currently found on Instagram, the P.E Nation filter enables users to digitally trial three key pieces from the collection. Users can then tailor their look by virtually ‘wearing’ the collection; and by entering a 360-degree universe, the filter will transfer you to a P.E. branded snow environment. Customers can then purchase their chosen outfit directly from P.E. Nation’s online store.
While the filter focuses on three title snow jackets, the collection in its entirety features fifteen exclusive designs which blend P.E. Nation’s distinct mix of bold colourways with knits, timeless base layers and high performance, technical snow wear. When it comes to environmental action, we appreciate that one of the most effective ways we can have a positive impact is to choose fabrics that are sustainable. We are committed to our objective of implementing change and have remained focussed on employing developed and tested sustainable fabrics throughout our offering. By raising the benchmark with a sustainable snow collection that encompasses sweat-wicking, odour-protecting, and quick-drying recycled materials, this eco capsule represents a new frontier for P.E. Nation.
‘Sustainable in Snow’ is colourful, classic and conscious. Access the filter @p.e.nation, and try on selected pieces today.