Google It: Fashioning The Future

BY Harper's Bazaar Arabia / Jan 17 2017 / 17:06 PM

Skipping the London Fashion Week this year? The world's favourite search engine gives you unprecedented access to Britain's best designers...

 Google It: Fashioning The Future

The British Fashion Council (BFC) has teamed up with the world’s favourite search engine to produce a free education and exhibition platform. Featuring content and stories from British designers and fashion insiders, the site has been created for anyone around the world to enjoy, completely for free. It’s an innovative collaboration between the British Fashion Council (BFC) and Google designed to highlight the creativity, heritage and craftsmanship of UK fashion, in support of the BFC’s Education Foundation.

The platform has been devised with the objective of attracting new talent to fashion, in a single digital destination to educate and inspire future generations, with content from fashion icons across brands, designers, makers and craftspeople, creatives, photographers, stylists and models, using varying technology to tell their stories.

Labels such as Burberry and Vivienne Westwood are featured in specially curated digital exhibits and immersive digital experiences, such as a super high resolution capture of the couture dress as worn by Nicole Kidman at the Golden Globes from Alexander McQueen’s S/S17 collection, allowing users to zoom in and see threadwork in never-before-seen detail. It also plans to house exhibits about fashion legends and brands including Browns, David Bailey, Edward Enninful, Erdem, i-D, J.W.Anderson, Michael Howells, Naomi Campbell, Paul Smith and Stella McCartney.

Visitors can also explore rich, archival materials from top British fashion houses sorting their searches by colour and chronology, over decades of British craftsmanship from the houses of Harris Tweed Hebrides, John Lobb shoes, Lochcarron Tartan and the Royal School of Needlework.  

Amit Sood, Director of Google’s Cultural Institute said, “British Fashion has such a unique and revered place within the international fashion industry, and is hugely rich in content, characters, icons and stories. It’s been a joy to work on this project and bring its distinct textures and tales to life through technology - so that now even more people around the world can enjoy it.”

The online exhibition is open now at, available for free through the new Google Arts & Culture mobile app on iOS and Android. You can watch all the 360 degree videos on YouTube.