This week has seen an exciting development at the house of Raf Simons here in Antwerp, with the launch of Raf’s website heralding a new digital age for the designer – who only this season began a series of print advertising in specifically-targeted  publications in fashion and design media.

The site is an elaborate maze of tiled, animated and video imagery, accompanied by the generation-defining sounds of Raf’s favourite music – from Belgian techno [think LFO] to Joy Division. A diary component shows fitting videos from SS10 and glimpses of a new collaboration with ceramic artist Sterling Ruby, and looks to be a constant platform for new material.

Aside from the more staid and expected site features such as his collaborations with Fred Perry and Linda Farrow, the Archive is certainly a standout – with a jolted, erratic useability that allows one to arrive at stark and beautiful images through a series of clicks on keywords, numbers and screens. With advice for your teen, mountain landscapes, rebellious youth imagery and all the trappings one may expect from Belgium’s rogue designer, the site is sure to keep us coming back for more – as it continues to develop into a dynamic driver for Raf’s global commercial presence into the future and a celebration of his not-so commercial past.

www.rafsimons.com