Off-White Instagram filters

Yesterday, September 27th, Off-White presented during the Paris Fashion Week its SS19 collection, "Track and Field", created and designed in collaboration with the sportswear giant Nike. An exclusive event only for friends, influencers and industry figures. A crowd of young kids and fans of the brand were also at the setting of the show, wanting to get a glimpse of Virgil Abloh's latest work, the mind behind The Ten, a designer that doesn't see fashion as his work, but rather as "an artistic practice for everyone that comes from the street". 

That's why yesterday, right before the show, Virgil launched a new Instagram filter. Why? It's the designer himself to explain it in the caption of the photo showing a preview of the new Off-White sunglasses. 

"From when we started doing fashion shows I challenged the teams to think of ways to make fashion shows no longer so exclusive and find ways to relate to the kids without access stuck outside. After all we all came from being stuck outside something." 

The filter, in fact, lets the IG users try on the new sunglasses, to be "Virgiled" or labeled Off-White. An idea that broke the internet and that generated a question: is this the next step in the future of fashion? In a future not so far away we will be able to try the items before purchasing them via an app or a virtual avatar? 

Maybe once again Virgil though of it before anyone else.