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Google’s We Wear Culture, a series of exhibitions to showcase the history & future of fashion

Back when I was working in the advertising industry, I had the chance to visit Google Paris’ headquarters, for the launch of their Cultural Institute (which is now called Google Arts & Culture). As one of the many successful results of Google’s famous “20 percent of time” policy (where Google gives the opportunity to its collaborators to develop side projects), Google Arts & Culture partnered with over 1,300 museums and foundations to digitise artworks, making them accessible on the Google Arts & Culture platform. Now, they are launching the fashion part of this initiative, with over 3,000 digitalised fashion archives. We visited the Paris exhibition yesterday.

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To promote the digitalising work done on fashion archives from all around the world, Google is launching We Wear Culture. The program will include exhibition throughout the world, and online content accessible through the platform.

  • 450 virtual exhibitions
  • 25 pieces of fashion in ultra high resolution
  • More than 30,000 clothing pieces and accessories digitalised
  • 4 VR experiences
  • iOS and Android apps

“We wanted to show that fashion is much deeper than just what you wear; that there’s a story behind it, there’s people behind it, there’s influences that come from art, that come from music, that come from culture more broadly; and, in turn, what we wear influences culture.” Kate Lauterbach told the Business of Fashion.

Tonight and tomorrow, the Musée des Arts Décoratifs (111 rue de Rivoli, 75001 Paris) will be open to the public, showcasing its ultra high resolution fabrics and couture pieces, hundreds of virtual interactive exhibitions, behind the scene videos and VR experiences through Google Cardboard.

In addition to diving into Fashion’s past, the tech giant is also making its Tilt Brush VR conception tool available for designers to 3D draw their designs and experiment futuristic design tools: for the launch yesterday, we had the chance to see Evelina Romano, a designer from Kenzo, experiment the VR tool. Tonight and tomorrow, other designers will be present to make virtual designs in front of the public.


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Post written by Noémie Balmat, Founding editor-in-chief

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Interested in the future of fashion through innovation, Noémie Balmat has a valuable four-year experience in international advertising agencies and works with brands as a FashionTech consultant. She launched Clausette.cc in November 2014 to gather inspiring projects linking fashion & innovation in one place. Sensitive to the technological and scientific evolutions, Noémie often speaks at international events, such as the Hyères International Fashion Festival.