As fashion weeks around the world take on topics such as sustainability and next-generation design, the NYFW could become a place for technology collaboration. This season, several designers have experimented with the format.
The traditional ready-to-wear clothes known to the NYFW have received less attention – in fact, insiders go so far as to say that this season’s collections were sad, with a focus on commercial success rather than recovery from a pandemic. However, one element that definitely felt more exciting was the integration of technology; American brands define the next steps in their creative direction, for example, presenting shows in the virtual world of Second Life and handing out free NFT to participants.
On Sunday, guests of the Altuzarra show were presented with a package that included a book that inspired the designer to collect this season. It also included a personal note from the designer and images of inspiration, the latter of which were immortalized in the form of NFT through the NFT social market Bubblehouse. NFT were in different print colors with different collectible levels. In a statement, the designer said: “Working with Bubblehouse for our recent show has allowed us to rethink what the future of Altuzarra contact points might look like, and ultimately allowed us to be creative with the new tool.” Owners of show games that have evolved into NFT will be invited to Altuzarra’s exclusive “collectors’ club ”on the platform, which will give them access to future NFT falls, early access to private events and premium access to the brand.
Also released by this NYFW, for fashion brand Markarian, Bubblehouse created the NFT in the form of a bubble-filled jewelry box that was handed out to guests who scanned the Bubblehouse QR code. Like Jonathan Simhai’s NFTs, it will be the basis for future “premium” brand access for customers. Bubblehouse became the first neutral and environmentally friendly NFT market in December 2021. It is built on the Polygon blockchain, a climate-resistant blockchain that is 99.99% more efficient than Ethereum. Eckhaus Latta and Imitation of Christ also released a limited edition NFT during the week.
So far, this has been the main way fashion brands have debuted NFT – through single experiments that serve as additional points of contact for consumers. However, in conversations with experts on the metaworld, the high-profile message is that in the long run, community-oriented NFT projects eventually achieve better results. New York Fashion Week would be a good time for more brands to give their communities roadmaps regarding their intentions in the metaverse.
However, not all digital-focused projects during Fashion Week focused on NFT. Designers have also collaborated with digital design studios to showcase their collections virtually in a gaming environment and to allow users to wear them virtually. Jonathan Simhai, known for his chic silhouettes and unique clothing details, has partnered with Blueberry Entertainment, a digital fashion studio founded by Second Life creator Misha McDuff to translate his collection into a virtual look. The project also involved working with digital developer Republic Realm.
At the beginning of the brand’s physical show on the runway on Monday, the works were shown in the virtual world of Second Life. Individual items from the collection will be auctioned off as NFT and can be worn on dozens of other metaverse platforms.
While Second Life has a long history in the gaming industry, only recently has it become a platform for brands looking to create a digital presence in a virtual environment. According to McDuff, Second Life is one of the oldest environments in the metauniverse, it contains the most user-generated content, and it has a long-standing fan base. For Simhai, the platform of choice was to reach the largest fan base without feeling the existing one.
“It’s about access and accessibility to the region, as well as community building,” he said. “The element of discovery for the customer, who is a loyal customer of Jonathan Simhai, is a must-see collection and consistently involved in all of our activations, exciting. It also underscores the idea of inclusiveness – access to a new customer who is involved in the metaworld but may not be familiar with Jonathan Simhai as a brand. Now they can participate and create their digital identity with these clothes. ”
The idea of inter-channel access can be simplified into an omnichannel approach using technology. Hologram Maisie Wilen and Yahoo cooperation Debuting on Saturday was very focused on “reaching people where they are,” whether at their home, with AR projections on their phone or in person at a fashion week presentation, said Joanna Lambert, president of Yahoo.
The Maisie Wilen collection was also inspired by the unusualness, which resulted in reflective holographic fabrics and prints with optical illusion. In its report “Great Ideas in Women’s Clothing,” published Thursday, WGSN identified the “digital miracle” as a constant trend for designers as they explore the liminal nature of the future and fantasies inspired by the metaworld, while other designers found it less obvious . collections, this could affect more designers next season.
Simhai noted that “Starting with Covid, we really learned that we need to be agile and adaptable, as well as trying new things and finding new ways to reach our audience. That meant putting technology first. ” Talk about the metaworld and fashion week is still in its infancy, but it could outline an exciting future for the New York event.
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