New York Fashion Week is becoming a technology springboard

With fashion weeks around the world adopting themes such as sustainability and next-generation design, NYFW could become a go-to place for technology collaborations. Multiple designers experimented with the format this season.

The traditional ready-to-wear that NYFW is known for has fallen out of favor.In fact, insiders say this season’s collection is bored, focused on commercial success rather than post-pandemic reinvention. But one of the arguably more exciting elements is technology integration. The American brand is defining the next step in its creative direction by hosting a show about his Second Life in a virtual world and handing out free NFTs of his to attendees.

On Sunday, guests at the Altuzarra show were presented with a package containing the book that inspired the designer’s collection this season. Also included are personal notes and inspirational images from the designer, the latter immortalized in his NFT form with the help of the Social NFT Marketplace. bubble house. NFTs came in a variety of printed colorways with varying levels of collectibility. In a statement, the designer said, “Working with Bubblehouse on their recent show allowed us to reimagine what the future of touchpoints for Altuzarra could look like, ultimately getting creative with new media. Spectator-turned-NFT holders were invited to Altuzarra’s exclusive “Collector’s Club” on the platform for access to future NFT drops, early access to private events, and premium access to brands. is provided.

Also released this NYFW, for fashion brand Markarian, Bubblehouse created a bubble-filled jewelry box-shaped NFT that was handed out to guests who scanned Bubblehouse’s QR code. Like Jonathan Simkhai’s NFT, it forms the basis for future “premium” access to the brand for customers. Bubblehouse will become his first carbon-neutral and eco-friendly NFT marketplace in December 2021. It is built on the Polygon blockchain, a climate sustainable blockchain that is over 99.99% more carbon efficient than Ethereum. Eckhaus Latta and Imitation of Christ also launched a limited edition of his NFT that week.

So far, this is the primary way fashion brands debut NFTs, through a single experiment that serves as an additional consumer touchpoint. However, in conversations with metaverse experts, in the long run, Community-focused NFT project You will get better results over time. New York Fashion Week would have been a good time for more brands to give the community a roadmap of their intentions in the metaverse.

However, not all digital-focused projects during Fashion Week are centered around NFTs. The designers also worked with a digital design studio to display the collection virtually in the game environment and allow users to wear them virtually. Known for his chic silhouettes and unique clothing details, Jonathan Shimkai has teamed up with Blueberry Entertainment, a digital fashion production studio founded by Mishima Kuduff, creator of Second His Life, to virtualize his collection. . The project also included working with digital world developer Everyrealm.

At the start of the brand’s physical runway show on Monday, the work was displayed within the virtual world of Second Life. A selection of items from the collection will be auctioned off as his NFTs, ready to be worn on dozens of other Metaverse platforms.

Second Life has a long history in the gaming industry, but only recently has it become the go-to platform for brands wanting to create a digital presence in a virtual environment. Second Life is one of the oldest metaverse environments, according to McDuff, with the most user-generated content and a long-standing fanbase. For Simkhai, the platform of choice was to reach the largest fan base without alienating his existing fan base.

“It all comes down to access and local accessibility and community building,” he said. “The discovery element of a client who is a loyal customer of Jonathan Simkhai, never misses a collection and is consistently involved in all activations is inspiring. It also creates the idea of ​​inclusiveness. It’s about making it accessible to new customers who may be unfamiliar with Jonathan Simkai as a brand, but who are now able to establish and create their own digital identities with these clothes. ”

The idea of ​​cross-channel access can be simplified to an omnichannel approach using technology. Maisie Wilen and Yahoo Hologram collaboration Yahoo president Joanna Lambert said the debuted on Saturday “gets people where they are,” whether it’s at home, in an AR projection on their phone, or face-to-face at a Fashion Week presentation. said to have placed a great deal of emphasis on

The Maisie Willen collection is also inspired by the unusual, resulting in reflective holographic fabrics and illusionary prints. WGSN and Faire identified “digital wonders” as an ongoing trend for designers in their “Big Ideas for Womenswear” report released Thursday. Designers explore the futuristic and marginal nature of fantasy inspired by the metaverse. As with any designer collection, we may inspire more designers next season.

Mr Simkhai said: That means putting technology at the forefront. The Metaverse and Fashion Week conversations are just beginning, but they could provide an exciting future for New York events.

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