. Alpha joins the project as one of the many digital creatives that have joined forces with the brand to re-imagine what shopping, style, and department stores might look like in the near future.For beauty, Alpha employs her own expertise within 3D makeup to question how the industry will evolve and adapt to a world that's already being dominated by beauty filters and online avatars.
"For The New Order campaign, I imagined a photo booth from a near future in which technological progress has enabled people to wear 3D make-up in real life," explains Alpha." In this photo booth, people are able to choose between different products, which each have a 3D design inspired by their ingredients, benefits, packaging, colours, etc.
Selfridges on Instagram: “The Digital Makeover | 3D artist @ines.alpha reimagines #SelfridgesBeauty products in the latest chapter of The New Order. First up…” Elaborating on the process of working on the campaign, Alpha added:"The most challenging part was to find the key words and concepts to illustrate each product, without using the ingredients in a literal way — like making 3D flowers for a perfume that contained floral notes. I had to think of other ways to approach it — like the brand's story, aesthetic, the product's benefits, packaging...
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