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I Like It When They Move It, Move It


GIF culture has taken over—all over the Web and, yes, all over our office. (I spent hours animating one of the subjects of our recent Comme des Garçons tribute.) The little animated graphics are a perfect fit for pop culture (see the million RuPaul’s Drag Race GIF blogs for proof, if any is still needed), and it was only a matter of time before they found their way into fashion’s mainstream. Now they have. A new story in W, shot by Pamela Reed and Matthew Rader and styled by Aki Maesato, comes with a truly online-only component: a series of animated GIFs, with Prada-clad models picking daisies, Mary Katrantzou wearers toting floating balloons, and my personal favorite, futuristic Balenciaga girls playing video games. The new era approaches. And it’s alive!

Photo: Pamela Reed and Matthew Rader / Courtesy of W

Dept. of Culture