Will you pay for ‘no’ garments? The Fashion Revolution in the Metaverse – 25.11.2022

The relationship between trend and the metaverse is a scorching matter. In March of this 12 months, the Metaverse Fashion Week happened on the Decentraland digital actuality platform, which works inside the framework of the Ethereum metaverse.

The occasion introduced collectively “analog” manufacturers resembling Tommy Hilfiger, Dolce & Gabbana and Elie Saab, and greater than 100,000 distinctive customers participated in the program.

There had been those that thought of the trend week a fiasco with a number of technical issues. Still, Giovanna Graziosi Casimiro, director of Metaverse Fashion Week, was one in every of the audio system at WebSummit, the world’s largest innovation occasion, which happened from November 1 to 4 in Lisbon.

In a number of panels, he mentioned the way forward for clothes and whether or not we’re about to maneuver our seems to the digital universe as soon as and for all. Will it’s doable?

The future is already in the previous

The reality is that this assembly of trend and the digital world is nothing new. This flirt has been round for over 20 years.

In 1998, stylist Thierry Mugler, for instance, held a digital trend present, bringing new 3D simulation applied sciences to the trend world primarily based on a collaboration with Kinetix.

“This challenge/present was introduced at the know-how gala’s at the time,” remembers Fernando Hague, FAAP (Fundação Armando Alvares Penteado) trend course coordinator from São Paulo (SP).

A couple of years later, in 2003, got here the “first metaverse” we all know, Second Life. As the identify suggests, the platform provided the risk of sustaining a “second life”, however on a digital degree.

Brands additionally realized the worth of conquering this house, and American Apparel, Adidas, Nike, and Reebok had been amongst the labels that arrange store in Second Life.

the new metaverse

Gary James McQueen Virtual Fashion Show

Image: copy

What gave trend a brand new impetus to go extra digital was undoubtedly the Covid-19 pandemic.

Since 2020, now we have seen a growth in the use of digital sources, resembling filters, which had been already widespread on social networks resembling Snapchat, however which turned much more widespread on Instagram,” explains Carol García, professor of the Fashion Design course at Belas Arts . .

For instance, designer Gary James McQueen, nephew of the unforgettable Alexander McQueen, created a present totally developed in Unreal Engine. [programa de modulação 3D] and Dress X, a platform specializing in digital trend, started promoting digital seems.

Also round this time, Louis Vuitton launched an avatar assortment for League of Legends, whereas: Balenciaga invested in gamersfortnite🇧🇷

Louis Vuitton Logos for:

Louis Vuitton Avatars for League of Legends

Image: Revelation

The numerical distinction

According to consultants, the digital atmosphere permits manufacturers to have a better relationship with their finish shoppers.

“The pandemic has made them understand that it’s doable to broaden the reference to the public by way of digital shows, in addition to enable manufacturers to enter environments the place they didn’t have a big attain, as is the case with the on-line gaming metaverse.” remembers Fernando Hague.

According to a report by market consulting agency McKinsey, trend is one in every of the three client classes that Generation Z persons are most in. And the place are these younger individuals? In on-line video games, TikTok, tales.

Balenciaga and his players

Balenciaga and his Fortnite gamers

Image: Revelation

“Brands working in the metaverse have an interest in changing into related to a brand new era of shoppers who pay extra consideration to video games and social networks than to trend weeks or specialised magazines, which have misplaced plenty of floor in latest years.” says Haig.

Fashion is an aspirational market that works with values ​​resembling identification, creativity and, in some instances, exclusivity.

These questions relate to the metaverse, the place customers are required to create avatars which have their very own identification, constructed by way of bodily look and the clothes used, that provoke artistic, customizable selections and now have the potential to be distinctive to that person,” FAAP Fashion Course Coordinator :

And NFTs (non-fungible tokens, in literal English translation) introduced a brand new alternative to this digital whim. They act as a certificates of authenticity linked to the blockchain and are sometimes traded for bitcoins.

Brands can now be sure that their digital look is unique and, on high of that, earn cash from it. “It simplifies the technique of recording transactions and controlling belongings in a enterprise community, that means it’s doable to ensure the authenticity of, for instance, luxurious bodily merchandise.”

This doesn’t imply, nonetheless, that that is the finish of bodily clothes. “On the opposite, it’s an incentive to assume in favor of extra sustainable actions, avoiding the manufacturing of items that might be used solely as soon as in the community society and in Instagram photographs, and even as a pilot for on-demand manufacturing. by way of preliminary numerical proof,” feedback Carol Garcia.

“Physical clothes has accompanied society since the most distant instances, I believe that the method of dressing is consistently altering.

The epidemic, for instance, introduced a big improve in the significance of consolation and minimalism in clothes, which can additionally have an effect on the digitalization of trend, but it surely didn’t eradicate or change the fashion of merchandise, it solely introduced new choices to the market. “, provides Fernando Haig.

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