Journal · Series
Mirror this: how the series works
We are not going to tell you the mirror works. We are going to put things on people and let you decide.
Over the coming weeks we are filming short pieces for TikTok, Reels, Shorts and here in the Journal. Each one is an experiment with a simple rule: a real person, a real garment found somewhere on the internet or in a street, and the mirror doing exactly what it does for anyone. No retouching the result. No garment the product could not handle.
The formats
Mirror this. A striking outfit we found online, mirrored onto a real person who has never worn anything like it.
Runway → reality. A look from a show, on someone on their way to work.
Would you buy it? Three outfits on one person. You vote; they buy the winner.
£50 vs £5,000. A cheap outfit and a luxury one, same person, same light. Guess which is which.
The internet dressed me. Viral looks from the week, worn by whoever volunteers.
Mirror vs real life. The one we care about most. We mirror a garment, then borrow or buy the real thing, and put the two side by side. Where the mirror is wrong, we show that too.
Take part
Send us an outfit you have always wanted to try and never dared. We will mirror it on you, send you the look, and — only if you like it — ask whether we can show it. If you make things for an audience of any size, the same offer stands: you are the content, not the advert.
And if you are one of the first hundred: 100 people, 100 styles, one mirror starts in London this autumn. Milan, New York and Paris after.