Runway Icons establishes a coherent motion identity for an event-based fashion format and its global rollout.
Using a sculptural scaffold as its core element, the project connects runway scenography, moving image and large-scale spatial display.
Conceived as a living system rather than a fixed identity, Runway Icons translates fashion into spatial form. At its core sits a sculptural scaffold — geometric, modular and in constant transformation. Developed for LuisaViaRoma and British Vogue, the structure unfolds across three cinematic chapters: formation, mutation and release.
Each phase reflects fashion’s cyclical nature of construction and reinvention. Chrome surfaces establish precision and control before tension disrupts the system. Volumes expand, organic growths collide with rigid geometry, and the structure gradually softens as fabric, fog and saturated red tones dissolve its edges. The result is an abstract yet grounded visual language that balances architectural clarity with emotional presence.
The motion system was built through a combination of rigid frameworks, softbody dynamics, cloth and volumetric simulations, composed into a continuous spatial choreography. Camera movement shifts between intimate macro detail and architectural scale, allowing the identity to adapt fluidly from screen-based formats to physical space. Free of typography, overlays or product imagery, motion operates as identity itself — cinematic, modular and scalable.
Deployed across live event scenography, digital and editorial channels, and large-scale urban screens including Times Square, the films became the visual backbone of Runway Icons. Fashion was not shown, but framed — through structure, movement and transformation.
Client: LuisaViaRoma x British Vogue
Year: 2022