Designer Maximilian Raynor debuts dress made from Equinix data centre materials

Equinix, the world’s digital infrastructure company, recently collaborated with fashion designer Maximilian Raynor to bring the internet to life at his debut 2025 London Fashion Week show. The opening exhibition of the show saw ‘The Personification of the Internet’ come to life as a dress – encapsulating the physical reality of the hidden networks that power our digital lives.

The dress, made from 3.6kms of cabling used at Equinix data centres, weighed in at 25kg and took 640 hours to make. It highlighted that the internet doesn’t reside in an invisible “cloud”; instead it relies on physical infrastructure that is all around us. It served as a powerful reminder of the intricate and unseen forces behind the intelligent age we live in.

Speaking on his collaboration with Equinix, Maximilian Raynor said: “As a designer, you don’t need access to the finest materials to create something beautiful. Often, the most unconventional materials, paired with a make-do-and-mend approach to design, can achieve really exciting outcomes. Working with these materials and discovering a new technique to bring them to life has been a joy.”

Bruce Owen, EMEA President at Equinix, explained: “By bridging the gap between the physical and virtual, we wanted to create something tangible that highlights the thousands of connections Equinix fosters to support economies and societies daily.

“The design pays tribute to the physical infrastructure that constitutes the internet. Rather than being an inexplicable force, it is a complex, intricate network of cables traversing land and sea, with physical connections housed in Equinix data centres worldwide.

“This campaign is a light hearted exploration of an important topic. We should celebrate the internet’s tangible impact on daily life and business, as well as its crucial role to economies throughout the world.

“Whether it’s developing new drugs to combat diseases, facilitating online and in-store payments, or keeping people connected across the world, we seek to highlight the value that data centres bring to society and generate global awareness for our rapidly growing and essential industry.”

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