Meta Fashion - the New Age
The Meta verse is a virtual-reality space in which users can interact with a computer-generated environment and other users. The easiest way to describe the metaverse is by comparing it to the movie 'Ready Player One' which outlines the basic idea of a meta verse/ digital universe. The fashion industry has become with this new possibility, the idea brands can now create completely digital clothing and sell it. Virtual stores are now launching on facebook where you can buy clothes for your avatar. This storm of virtual fashion has led to the uprising of digital brands such as CLO, this is a software brand that designs 3D garment simulations these pieces defy all laws of creation. Because they are only simulations the designers are free to create as they please which has lead to creation of some of these 3D garments below. However it not just new brands who are sweeping into Meta, big name brands like Burberry, Balenicaga, Dolce & Gabbana, Nike, Louis Vuitton and Gucci are all embracing this new digital era. In the magazine GRAZIA they did a beginners guide to fashion in the meta verse but the main thing I want to know is how big is this. When the internet came to life print magazines where all but forgotten and very few survived everything had to adapt and go digital, now its unrealistic to think material clothes will cease to exist however I don't think it is unrealistic to say that big name fashion brands may have to incorporate digital fashion into there futures.
Entering the metaverse is also about marketing a fashion brand to a new demographic. As a matter of fact, social gaming gathers many players and their avatars together; collaborating with gaming and metaverse platforms can thus allow brands to engage with new communities. This is a big change for luxury fashion which only around 30 years ago was considered a luxury for only the most privileged of people. There has been a lot of talk that this digital age can revolutionise the fashion industry but I want to know wether of not it is a welcome change. While it is clear that meta fashion could offer a host of new possibilities in design and endless creativity will it be too much of a change for older brands. It is also clear that to some brands this new digital age has come at the perfect time with brands being forced to reduce there carbon foot print and become more sustainable, what is more sustainable that complete digital fashion irradicating the need for shipping of materials and the harvesting of such materials. However Stepan Sergeev founder of OneWayBlock, (a gaming company) did not agree with meta fashion, "The point of buying a designer dress, for example, is to have people see you wearing it. If the Metaverse doesn't yet have enough people in there to see it, its social value is lost. So, unless there is a mass migration of people to the Metaverse, I don't see that happening. We can maybe see it changing fashion in that people can see more detailed designs of real-life pieces but I don't think we'll all be buying NFT dresses the way we do regular ones." But it should be made clear that the target audience for the meta verse is the younger generation. The Meta verse is confusing and incredibly complicated data and cripo are things I am yet to be an expert in and I probably will never be, my opinion on this matter is that I fear the delicate process and the importance of high quality fashion will be lost if it where to go digital. Some of my favourite designers like Guo Pei and Del Core who focus on detail and beauty within each piece, the time spent is reflected in beautiful clothes with intricate beading or lace. I think digital fashion is impressive and can be just as beautiful but I equally believe that there is still a need for beautiful clothes in the real world and the Metaverse is not yet a place that can appreciate beautiful fashion.
By Tia Rüst