Iracema Trevisan, a Paris-based creative director and designer, creates immersive digital experiences through AR.
In this interview, we delve into her creative world.

ーCan you tell us about the brand concept and how it started?

My design studio started in 2015, and it evolved through the years in a multidisciplinary way. I did limited editions of scarves, under the name Heart Heart Heart, but I also started creating digital experiences, in Augmented Reality, Virtual Reality, as well as animations. What drives me is the juxtaposition of nature and technology, and I’m constantly researching new ways to develop narratives through fashion.

ーCould you tell us why you decided to incorporate your AR artwork onto physical T-shirts?

I’m interested in narratives; how can we tell a story through more than just graphics. The AR is a way to do just that, put the graphics in motion and make them live in a digital way. The AR is part of how I see the design at first.

ーIs there any technology that currently interests you or influences your creative work?

Yes. We have been working a lot with large language models, or AI. It’s a powerful new tool. The biggest challenge is how to control it and make it serve your creativity. For this project I used AI to create novel insects and hybrids of flowers.

ーWhat was the reason behind choosing WILDSIDE YOHJI YAMAMOTO as your partner?

I have great admiration for the work of Yohji Yamamoto, I find his approach and consistency very inspiring. And I also love the concept behind WILDSIDE, the way it so generously gives platforms for artists and brands. It’s an honor for me to be a part of it.

ーLastly, do you have a message for customers who will be discovering your product?

I hope they take the time to see and share the animations! Each artwork has a different one. Also hope the use of technology inspire them to discover those new tools and have fun with it : )