An innovative new ‘mixed reality’ fashion brand called Virtual Super Land has launched a pop-up at Fred Segal’s Sunset store in Los Angeles. Known for championing new design and untapped talent, products from the VSL label are available for sale throughout May.

For decades, notable LA-born brands have been discovered exclusively through Fred Segal. Virtual Super Land says: “The retailer’s vision for fashion liberated by lifestyle and inspired by design is what made the VSL collaboration seamless.”

According to founder and creative director Orsolya Szabo, Virtual Super Land “sits at the intersection of fashion and technology” and uses green screen technology similar to that used in movie production to “jump between the physical and digital worlds”. Mixed reality is defined as “the merging of real and virtual worlds to produce new environments and visualisations”.Virtual Super Land x Fred SegalAlong with her business partner and motion graphics designer Natasha Smith, they have created a range of street wear pieces that include oversized T shirts, phone cases and nail varnish in neon green, some of which are the result of collaborations with existing brands such as Casetify and Coco & Breezy.Virtual Super LandWhen pointing your phone’s camera at the pieces (or any bright green object, for that matter) the accompanying Virtual Super Land app will bring the green to life with moving animations of solar systems, Renaissance sculptures and swirling VSL logos.

Virtual Super Land says that the app creates an “interplay with the user’s perception of reality in an engaging, social-first way”.

VSL was created in 2018 by Szabo, a former fashion stylist who says she wanted “a voice in spheres where there is a disparity in female representation – animation and street wear”.

She says: “Inclusivity and accessibility are core tenets of VSL”. The founders wanted to make the technology “digestible and accessible for all”, while creating “a collection that appeals to a street wear sensibility”.

What does the Fred Segal pop-up stock?

  • Neon bikini and swim set from newly launched RTW brand Mai Mia
  • Casetify one-of-a-kind iPhone cases
  • Coco & Breezy best-selling frames Moxi and Sarita
  • Luv.AJ rainbow jewellery collection
  • ORLY Color Labs x VSL green nail varnish
  • Virtual Super Land T shirts, hoodies, berets and sweatshirts

    Virtual Super Land x Fred SegalThe full range of Fred Segal x Virtual Super Land pieces are also available to buy online here.