Mao Wenting
Whether you like it or understand it now, NFTs (non-homogeneous tokens) and metacosms are becoming standard in the fashion industry.
Recently, New York Fashion Week 2022 and London Fashion Week have been held successively, in these two major fashion weeks known for their cutting-edge and experimental nature, in addition to the return of offline physical shows, designers are increasingly accepting digital displays, and under the increase of virtual influence, designers are reimagining the boundaries of fashion.
London Fashion Week 2022 is underway, with British ready-to-wear designer Roksand becoming the first person to show off prime fashion at London Fashion Week.
This time, Roksanda partnered with Clearpay, the main sponsor of London Fashion Week, to bring meta-fashion into the show. Roksanda's NFT will be available in three limited editions: Product 1 (£25) is a static 3D costume rendering and 2D collectible; Product 2 (£250) is a 3D costume animation rendering and 3D object display; Product 3 (£5,000) is a 3D costume animation rendering, 3D display and Clo3d (this is the software used to create a digital version of the costume). Among them, 3D costume animation rendering can be worn in a metaverse environment.
The finale of roksanda's Fall/Winter 2022 release show will also feature a demi-couture digital version that includes AR features that customers can "try on" after the physical show.
Clearpay co-founder and CEO Nick Molnar said he is proud to drive "fashion democratization": "Through this season's partnership with Roksanda and the Digital Fashion Institute (IODF), we are working together to transform his RoksandaFW22 semi-couture into an NFT, exposing consumers to high-end fashion that they were barely accessible before. ”
Many brands are trying to find out where fashion is in the emerging digital world of the metacosm, which is still in the making, and brands need to constantly try to confirm which forms and contents have meaning.
For example, the industry as a whole is already seeing a market opportunity for virtual clothing, but many brands are still often just selling digital versions of older clothing, and one of the challenges they have to deal with is how to convert real-world clothing into digital versions that can become the brand's core digital products and connect with physical products.
At this 2022 New York Fashion Week, designer Jonathan Simkhai presented its AW22 digital wearable collection. The series is co-produced by digital wearables production studio Blueberry Entertainment and "Metaverse Real Estate Investor and Developer" Everyrealm. The designer's 11 new season looks were digitally reconstructed and launched the day before the brand's physical exhibition.
Jonathan Simkhai's digital show includes more than just virtual costumes, vip guests include celebrities, media personalities, celebrities and models from the fashion, technology and lifestyle industries, all wearing Jonathan Simkhai costumes and appearing as personalized avatars.
Designer Maisie Schloss is looking to create a more immersive feel in the virtual fashion industry. During this New York Fashion Week, she was captivated by this digital fantasy, showcasing her own brand's latest collection from Maisie Wilen in a 7-foot-tall holographic model.
At the Maiie Wilen Fall 2022 runway at New York Fashion Week, virtual models stand in a row, dressed in digitally crafted psychedelic prints and chic web-inspired party outfits with turquoise paints that sometimes glow blue or bubble.
Schloss had previously tried the pure number show. Released at New York Fashion Week, she takes a hybrid digital and physical form to pay homage to the virtual world with a retro-futuristic collection. The models wore VR glasses and glittering party tops and backless dresses.
Schloss said, "I really hope that this show will serve as a study of the increasingly blurred line between reality and fantasy — what makes the real thing feel unreal?" ”
To present realistic holograms and AR imaging on the runway, the Yahoo team set up 106 cameras around the model in the studio space to capture 360-degree imaging at 6K resolution, showing every detail of the clothes. The entire collection is also available for sale on yahoo shopping, where users can try on AR in their personal space. Nigel Tierney, who oversees Yahoo's content innovation, said the show was a far cry from the "traditional passive viewing experience" of the show. "We're thinking about going into a world like the metaverse and thinking about what that means for brands," he adds, "and we're no longer stuck in what we're showcasing in a traditional fashion show." ”
Editor-in-Charge: Chen Hua
Proofreader: Yan Zhang