Cue has launched its summer 21 collection and its new CGI campaign, created by Melbourne artists Justin Ridler and Sarah Woodall.
Due to COVID restrictions, the business had to find an innovative way to shoot its campaign while adhering to physical distancing guidelines.
Turning to Ridler and Woodall - who the business had previously collaborated with on the winter campaign - Cue backed the artists to create a CGI campaign.
Every element of the architectural setting, from the curved walls to the reflections of light, are digitally rendered.
The team created model Madison Fanshawe's virtual avatar then animated her form using a motion capture suit.
Most of the garments were photographed by Ridler and transposed into virtual environments; however, some styles were digitally created from analysis of actual garments by Woodall.
Speaking on the campaign, Ridler said that the team were excited to work on another Cue campaign.
"We are so thrilled to have been invited back by Cue to create their summer 21 campaign.
"We absolutely adore the team at Cue, and they’ve been so incredibly supportive and encouraging.
"It’s kept us quite occupied, and mostly out of mischief during the dreariest of Melbourne lockdowns.
"Creating this golden and hypnotic virtual world has been a welcome and lovely respite from the goings on outside," he said.
The summer collection was previewed at Afterpay Australian Fashion Week in June as part of the closing show - Future of Fashion Runway.
Customers were invited to register their interest in the runway looks, which yielded an overwhelming positive response with over 1,000 registrations.
"Summer 21 is an optimistic reinvention of Cue design signatures, an evident shift in the way they approach and apply the modern elements they are known for," Cue said in a statement.
"The collection focuses on the art of tailoring with the construction of strong sculptured shapes and a play on proportions.
"Garments are crafted from soft linen, cotton and crepe in subtle textures.
"The tonal colour palette of ivory, silver grey and light gold, shifts the focus to the garment’s shapes and details.
"The pared back nature of the collection provides endless modern outfitting options for summer and beyond," the business said.
Cue's summer range is available now and retails for $180 to $465.