How The Metaverse Is Changing The Fashion Industry
The potential for a digital reality is nearing, as is a change in the way people view fashion. The metaverse, a virtual 3D realm, has been making its way into the fashion industry since virtual (VR) and augmented (AR) reality technologies. Virtual realities are completely immersive, while AR alters the current environment. In 2021, Facebook announced Meta. The corporate rebranding would shift the company’s focus toward the new metaverse, or rather, “the beginning of the next chapter of the internet.”
Metaverse Fashion Week
Brands like Dolce & Gabbana, Tommy Hilfiger, and Estée Lauder are keeping a close eye on the changing reality. Each of these brands participated in 2022’s Metaverse Fashion Week (MVFW). The free event allowed attendees to shop virtual storefronts, experience a mixed-media art gallery by CashLabs, visit panels, and attend virtual runway shows. Guests were also able to try on some of the clothing thanks to AR technology. Some complaints about the event included technical glitches, low-quality graphics, and a lack of socialization. With MVFW returning on returning March 28-31, there is plenty of room for growth. The ability to create such an event highlights the potential of more sustainable fashion.
With character skins becoming more detailed, gamers now have a wide range of customizations when it comes to designing their avatar. High-fashion brands have begun to take notice, as seen with collaborations like Louis Vuitton x League of Legends and Lacoste x Minecraft. Several brands have also taken to partner with the gaming platform Roblox. Ralph Lauren introduced a winter in-game clothing collection, whereas Nike and Gucci launched dedicated virtual spaces within the game – NIKELAND and Gucci Garden.
Popular within the metaverse are NFTs (non-fungible tokens), and the fashion industry isn’t missing a beat. Many brands have announced NFT collections, including Gucci, Prada, and Burberry. NFTs were sold all over MVFW and continue to be sold on the internet in multiple forms. Buyers can wear their NFT clothing in virtual or in real-life augmented realities. Another option is to have an NFT ‘twin’ byproduct of a physical piece of clothing.
Even if fashion still largely exists in the physical realm, the growth of virtual fashion is equipping brands and consumers for the metaverse.
Featured image obtained from decentraland.org