The collection INFINITY ICON sprung to life from the ongoing collaboration between a fashion designer Natalie Nepovimova and a graphic designer Cindy Kutikova. The collection examines the modern zeitgeist in which the new generations create and experience alternative realities in the digital realm alongside their day to day, real lives. The digital environment enables us to explore new facets of our identities through the number of filters and effects that manipulate and augment our appearances to reach our unrealistic and unhealthy beauty standards.