In the ever-evolving world of fashion, where digital innovation increasingly intersects with heritage storytelling, one emerging designer has managed to redefine what a runway can be. As a soon-to-be graduate in MA Fashion Media and Communication, Rose Nepthys Homayoun introduces Runway Threaded Realities, a groundbreaking project that seamlessly blends cultural identity, technology, and immersive storytelling. Drawing from personal Persian heritage and Greek culture, a fascination with the media spectacles of iconic fashion shows, this work reimagines the accessibility and emotional resonance of the traditional runway.
Through intricate research, Rose has created an interactive digital environment that bridges the gap between history and innovation. This isn't just about fashion; it’s about making culture and identity accessible in a modern, connected world.
In our conversation, we dive deep into the inspiration behind "Runway Threaded Realities," the challenges of merging heritage with cutting-edge technology, and the profound potential for this project to foster inclusivity within the fashion industry. This is a vision of fashion's future—one that invites everyone to not just watch but actively participate in the story.
The idea came from sitting at fashion shows and wondering, “What if this was more interactive? What if I could touch the clothes or feel like part of the story?”
Fashion shows today are so focused on the media, but I have always admired designers like Alexander McQueen and Karl Lagerfeld because their clothes told stories I actually wanted to wear. Their shows made people feel something, whether it was excitement or discomfort. With this project, I wanted to create that emotional connection but use technology to make it immersive and accessible, especially for those, like the Cypriot or Iranian diaspora, who can’t easily access these spaces.
Growing up in Cyprus, I felt a stronger connection to Greek culture, but my Persian heritage quietly shaped me in unexpected ways, most profoundly through the carpets that adorned our home. They were not just decorations; they told stories with colours, patterns, and symbols, which shaped how I think about design and meaning.
My time at UAL and joining the Persian Arts Society marked a turning point in exploring my Persian identity. Being part of a community that celebrated its heritage encouraged me to reflect on my own cultural roots. Watching others incorporate their traditions into creative projects inspired me to do the same. I also drew inspiration from designers like Paria Farzaneh and Dimitra Petsa, whose theatrical and cultural storytelling seamlessly blend tradition with innovation.
For this project, I chose to digitalise my family’s carpets to preserve their stories in a modern, interactive format. This approach allowed me to honour the past while presenting it through a contemporary lens, bridging the gap between history and the future.
Embedded journalism completely changed how I approached fashion shows. Normally, I attend as an audience member, focused on the clothes, but this time, I was there to observe the audience itself.
Blending heritage and technology wasn’t easy. The biggest challenge was that my family’s carpet images didn’t have high enough resolution for clothing textures. To fix this, I teamed up with another designer to 3D model the garments and enhance the textures. We used tools like Substance Painter to edit the designs and add carpet like effects, making them feel authentic. Another tricky part was getting the garments to move naturally in the digital space, it took a lot of testing and tweaking. In the end, though, it felt like a true mix of old and new.
At Burberry’s SS25 show, I noticed how influencers and celebrities became the stars of the spectacle, with designated livestream spots crafted for social media. Backstage, I saw how every element was designed to appeal to online platforms. This dual experience of observing both the physical and digital layers of a show taught me how mediatisation shapes modern fashion, turning runways into global, multi-platform spectacles.
I hope this project inspires a shift in how fashion is presented and experienced, using technology to create more inclusive and accessible spaces. By integrating elements of game design, it shows how digital platforms can transform runways into interactive, global experiences. This approach not only reduces the high costs of physical shows, opening doors for young designers, but also allows creative directors to push boundaries in storytelling and audience engagement.
The project explores whether gamification can redefine fashion as a shared, communal playground, offering diasporic communities a chance to reconnect with cultural symbols in new ways. Ultimately, it challenges traditional notions of exclusivity by merging spectacle, heritage, and technology into an emotionally charged, participatory format.