Over the recent months we have seen much of the fashion industry embrace the emergence and hype of the metaverse and we are witnessing interesting projects come to life, with brands adopting a “test & learn” mentality. As Sarah Willersdorf, MD & Global Head of Luxury at The Boston Consulting Group states “not only “brands want to be where consumers are” but consumers are searching for certain brands (especially #luxurybrands). I believe that strong brands have more power than they think in this new world.”
During last Milan Fashion week, ended on February 28th, Benetton stepped into the Metaverse with its retail project, linking the Metaverse experience with physical purchases in its stores. Benetton will offer customers a digital experience, in which users can play games, earning a QR Code reward that can be used for physical purchases in Benetton’s retail network.
Since the beginning of the pandemic, we saw digital fashion shows going from niche concept to hot destination.As brands are canceling physical shows and luxury fashion NFTs are reaching astronomical valuations (millions of dollars), there’s a lot of momentum.
During the last Dolce & Gabbana show, a virtual catwalk was stitched together with a real one. On a giant screen, avatars wearing the new collection took a pixelated 3D strut toward the audience. A physical catwalk was projected from the screen into the venue, and as the virtual models reached the catwalk, they disappeared and were replaced by real ones, who walked the runway.
Plein Sport recently unveiled a digital collection in partnership with the digital platform and marketplace Decentraland during Milan Fashion Week.
The latter is also hosting the fashion district and the first Metaverse Fashion Week taking place from March 24 to 27, 2022.
Fashion and luxury brands like Dolce & Gabbana, Etro, Tommy Hilfiger, Dundas, Cavalli, Paco Rabanne, Gucci, Balenciaga and Ralph Lauren have joined the official lineup for the first-ever MVFW.
Now more that ever it is important to partner with companies that are able to fully showcase the power of fashion goods: Invrsion is globally acknowledged for its unmatched level of realism and is looking forward to helping fashion and luxury brands for the MVFW!
Here a few links to samples of 3D digital twins of fashion goods:
Bally Backpack
Fendi Handbag
Madame Shoushou Dress
Nike Air Jordan