AFTERHOMEWORK A/W18

September 03, 2018

A.I. is taking over the fashion industry. Just last week, Olivier Rousteing released his latest Balmain campaign featuring three digital models, including Shudu, the Instagram star created by Cameron James-Wilson. And of course, there's the world's most famous internet It Girl/model/pop star, Lil Miquela. Now, Parisian fashion brand AFTERHOMEWORK has adopted the model—literally—casting cyber star Perl in their A/W18 campaign.

Shot by photographer Boris Camaca and his team at Television Magazine, the campaign sees Perl totally naked—an unusual role for the star of a fashion campaign. But behind Perl are a group of spectators, clad in AFTERHOMEWORK's latest collection, a mix of streetwear and deconstructed classics that illustrate why we've come to love the brand.

Text by Alexandra Weiss
Photos by Boris Camaca

So why not use an IRL model for your campaign? And perhaps more importantly, why not place said model in any of your clothes? For AFTERHOMEWORK designers Pierre Kaczmarek and Elena Mottola, the A/W18 campaign was all about the future of the fashion industry—and through that, the future of humanity itself.

"By exposing Perl, one wonders about the humanization of these objects, as well as their relationship with us humans," they said.

By being naked, 19-year-old Kaczmarek and 20-year-old Mottola were making Perl more human, stripping down the layers of facade that fashion can create to expose her real self. And even if her real self isn't totally real, it doesn't really matter—AFTERHOMEWORK is about exploring what goes on beneath the surface.

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