Created by Louis Rubi, the brand LR3 is presenting its new collection at 080 Barcelona Fashion Week on October 26, with an ambitious goal of reinventing the way we experience fashion shows and changing the rules of the game in the fashion industry as a whole.

Entitled the LR3 Experience, the project merges technology, art and fashion to communicate the label’s ethos of contributing to a shift in the way we view beauty. This is a “tribute to beauty without archetypes,” as founder and creative director of LR3, Louis Rubi explained. He believes that once we stop judging each other by set beauty standards, we can also start admiring ourselves which leads to a freedom to wear whatever we like without restrictions.

The experience includes 3D and gaming programming, artificial intelligence, virtual reality, audio-visual art, ephemeral architecture, performing lighting, graphic arts and sculpture to create a world where we  can wear whatever makes us happy, no matter the age, body shape, gender, race or culture. Taking place at the San Pau Art Nouveau complex, the space is divided to three rooms where the new collection will be displayed. Throughout the display, visitors will also go through a real and virtual journey that intends to change the way we see ourselves and the way we wear clothes. And the collection itself is a game of colour, volume, proportion and  movement, using fabrics such as sequins, boiled wool, velvet, cotton, denim and silk. The  prints are an intersection between floral motives and plaid in a palette that fades from red to yellow, through orange or rust.