Following the showing of designer Victor Weinsanto’s latest fashion collection in Paris’s Marais district, there was the typical post-show scrum you’d find at any Paris Fashion Week event: models with hair in elaborate hairstyles that give Bjork a run for her money, photographers taking street style shots, and lots of smoking cigarettes and gossiping.

Two floors below, however, in an underground room with all the lights off, was something very different: a series of display cases displaying 3D holograms of garments that only exist in digital form.

These designs were the result of a collaboration between the designer’s titular brand Weinsanto, Korean pop group Lightsum, and virtual fashion company BNV.