TOP 10 METAVERSE FASHION NEWS OF THE WEEK 01.29.22
As the metaverse continues to develop and the demand for sustainable consumption grows, the intrigue surrounding digital clothing is surging ahead, with a new report stating that the sector is set to become a highly lucrative market in the near future.
According to?Allied Market Research, the global digital clothing industry is estimated to reach 4.8 billion dollars by 2031, a significant step up from the 498.7 million dollars it generated in 2021.
In its latest report, ‘Digital Clothing Market by Technology, by Transaction, by Application Area: Global Opportunity Analysis and Industry Forecast 2021-31’, the firm outlined an analysis of various market trends, segments, investment areas and the competitive landscape.
It noted that much of the industry’s past rise could be attributed to the restrictions the pandemic presented, which resulted in the acceleration of the market and the normalisation of democratised digital fashion.
Other growth areas, including the advancement of augmented reality (AR) and virtual reality (VR) in gaming, as well as non-fungible tokens (NFTs), presented further opportunities, possibly counteracting the current high costs of digital garments that are said to be hindering the market’s growth.
In terms of segments, while blockchain boasted the largest market in 2021, the report found that the 3D software segment is projected to witness the fastest CAGR of 27.29 percent from 2022 to 2031, led by the likes of?adidas,?Nike?and?H&M.
Meanwhile, North America is set to maintain its leadership position in terms of revenue by 2031, after it captured nearly two-fifths of the global digital clothing market share in 2021, mostly down to the rapid growth of various technologies in the region.
Asia-Pacific however is expected to see the fastest CAGR of 27.84 percent during the forecast period due to urbanisation and an increase in digital content creation.
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The French fashion house is using augmented reality to virtually decorate world landmarks with artist Yayoi Kusama’s famous dots, as AR transitions back into “storytelling” mode.
路易·威登 ’s collaboration with artist Yayoi Kusama — complete with?dot-painting robot?— has already gone viral on social media. Now, using augmented reality, the French luxury house is covering the Eiffel Tower, the Statue of Liberty, Tower Bridge, Arc de Triomphe, Natural History Museum and London's National Gallery with Kusama’s famous colourful polka dots.?
The campaign was created using Snap’s Landmarker Lenses, which are able to detect geographically specific architectural landmarks and portray realistic-looking digital overlays on top of them. Snapchat users in certain global capitals can open the app, go to Louis Vuitton’s page or search in Lenses, and choose the landmark in front of them to see Kusama’s red, yellow, blue, green and white dots appear on-screen — mimicking Louis Vuitton’s physical stores and the leather goods collection, which are also covered in dots. It’s the brand’s second collaboration with the Japanese icon;?the first?was in 2012.
Using this technology, which was introduced in 2019 and?expanded last year, Louis Vuitton can introduce people to the Yayoi Kusama collection away from of one of its Champs-élysées or Bond Street stores. In a statement, Pierre Castillon, director of digital media at Louis Vuitton, said the Snap partnership allowed the brand to “extend our creativity through a new technology playground, just like we did physically in our stores”. It also opens up Louis Vuitton to a Gen Z consumer base: Snap says it is used by 75 per cent of 13- to 34-year-olds in 20 countries (France, US and UK included).
The partnership is an extension of some of Louis Vuitton’s previous Snap experiments, which started in 2019 when Snap rendered the late Louis Vuitton men’s artistic director Virgil Abloh’s Keepall bag in AR. The brand already has Lenses including a Kusama-esque?pumpkin face filter, and one that projects the artist’s?dots onto users’ surroundings. This latest project was an effort to go even “bigger”, says Geoffrey Perez , Snap’s head of luxury.
“We wanted to make something on a huge scale, that also has a huge meaning: painting the world’s biggest landmarks and monuments is also a statement, the same way that Louis Vuitton painted their boutiques and stores,” says Perez. “It’s a way for the Louis Vuitton and Kusama teams to show the bridge between online and offline; they’re digitally painting their dots on top of the real world.”
By focusing on AR (over, say, virtual reality), both brands and consumers are able to experiment with the technology while remaining anchored in the physical world. “Augmented reality is connected to the ‘real world’,” Perez says. “AR is the healthiest way to think of the evolution of the web, rooted in real life and real humans —?rather than escaping into VR.”?
Partnerships like this one show “a return to storytelling” using AR, Perez says, after the pandemic drove the need for brands to?adapt to this type of tech?for?more practical needs, such as?AR try-on. “Covid forced us to move into much more utility-focused elements of AR,” Perez says. Now, post-lockdowns and armed with more advanced technology, brands are able to make use of both of these elements together. “It’s about inspiring and showcasing the artwork,” Perez says. “It shows how the world is a canvas. We’re just getting started painting the world out there —?not just with colourful dots, but with more utility-focused options.”
Expect more projects like these from luxury brands. “With this Louis Vuitton collaboration, they can see the impact of making the world a bit more interactive and a bit more fun,” Perez says. “The next step is to make it a bit more useful.”
Italian fashion brand?Prada Group?announces the upcoming release of its new Timecapsule NFT collection.?
The limited-edition phygital drop makes part of the? Prada Group Crypted?initiative – the brand’s innovative project that was launched in December 2019. At the beginning of 2022, Prada started issuing non-fungible tokens to back its exclusive physical items.?
The upcoming release will include fifty shirts backed by non-fungible tokens. The physical shirts are made of popeline, with a Prada logo and a “February” stamp on the back. The design itself features photographer Enzo Ragazzini’s prints from 1975. Dubbed “Interferenza Ottica,” which means optical interference in English, the photographs were made using the “rotating plane” and the “rotating drum” devices created by Enzo.?Timecapsule collection #37?also features shirts with Ragazzini’s prints.
Timecapsule #38 will drop on February 2 at 3 PM CET. The pieces will be available for minting for 24 hours only.?The tokens grant holders access to Prada Crypted community.?More than that, the brand will also give one of the community members the possibility to visit its Milan Womenswear Fall/Winter 2023 fashion show in February.
In addition to the drop, Prada announced that the owners of Prada Crypto items issued before June 2022, when the brand introduced NFTs, will soon have the option to claim tokens linked to the products.?
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The football player is decked out in the Gucci “Good Game” capsule for a partnership that merges digital and physical gaming.
Gucci has tapped an international football star to appear in its Roblox experience, merging the worlds of virtual and physical gaming. An avatar version of Manchester City and England fan favourite Jack Grealish now appears in the virtual “Gucci Town”, kitted out in the?Gucci “Good Game” capsule collection?and wearing a digital version of his signature headband. Grealish signed on as a Gucci ambassador in April 2022.
Grealish’s avatar welcomes Roblox users into?Gucci Town’s central piazza, inviting them to play a football-inspired mini-game modelled off a penalty shootout in the Mini Game Heights section of the experience and?coached by Grealish. The game finishes with “GG”, or “good game”, the colloquial sign-off (video) gamers typically use to acknowledge one another. Indeed, the campaign for Gucci’s physical “Good Game” collection, released in November 2022, included multiple references to the virtual gaming industry. “GG”, conveniently, is also a reference to the brand’s founder, Guccio Gucci.?
In keeping with Gucci’s past Roblox experiences, this project is more about marketing than driving sales. Nothing, as of yet, is available for purchase. That said, Gucci has worked products for sale into its Roblox strategy in the past. One of Roblox’s first notable “limited” items was a Gucci Dionysus bag, which resold for $4,115 —?more than the cost of the physical bag. But Gucci’s Roblox success lies in its prioritisation of community-driven brand-building over product sales, Geeiq’s Salma Diaz?recently told?Vogue Business.?
"We conceived Gucci Town to be a persistent, ever-evolving digital space for our community within the Roblox metaverse. As with our first chapter when we brought the Gucci Garden to life and then with Miley Cyrus’s visit to Gucci World, we are looking to combine a digital and physical experience for our visitors,” says a Gucci spokesperson.
Gucci ’s play to bring a sports star into a virtual gaming environment taps into the massive fanbase from both worlds. The number of people playing video games is expected to grow by 100 million year-on-year to 1.1 billion in 2023, according to?SportsLens. Meanwhile, last year, football was the best-performing sub-category for athletic footwear with a 13 per cent revenue gain versus 2021, and interest surged following the 2022 World Cup, according to?McKinsey’s 2023 Sporting Goods report, released earlier this week. (Manchester City, for whom Grealish is a midfielder, is currently one of the main contenders to win England’s Premier League, which wraps in May.)
Digital fashion house?The Fabricant?has unveiled a new partnership with Iranian-Dutch musician Sevdaliza, who will become the face of a new collection of digital wearables.
Described by the brand as its ‘Icon’, Sevdaliza will be at the forefront of?The Fabricant’s the XXories facewear range, which includes virtual earrings, facial piercings and nose changes, each of which can be worn via augmented reality (AR).
According to the brand, the pieces will elevate the visual benchmark for digital fashion AR wearables, with an aesthetic that seemingly appears to pierce the skin.
The collection comes as the debut of The Fabricant’s?Wholeland digital fashion project, centred around “embracing your shadow so you can freely express your whole self”, a press release read.
Each item will act as a ‘key’ that unlocks access to future collections and activations as part of the initiative.
The musician will appear as part of the campaign in the form of a digital twin, created via motion capture and technology by Unreal Engine.
Speaking on the collection,?Amber Jae Slooten, co-founder and creative director of?The Fabricant, said: "We’re thrilled to have Sevdaliza as the Icon for The Fabricant’s XXories collection.
“We’ve been inspired by her as an artist for a long time, and the uncompromising self expression she brings to everything she creates. It’s a spirit that’s in total alignment with our beliefs as a digital fashion house.
“Fearless exploration of identity beyond physical boundaries is what we enable in everyone who wears our pieces.”
The XXories digital wearables will be available to purchase through The Fabricant’s website from February 16.
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Newsweek?by?Nitin Kumar, co-founder of?zblocks,?Metaverse Fashion Council?advisory board member
?? Web3 is transforming the?$2.4 trillion fashion industry?across the world. Digital fashion is clothing made of pixels, not fabric — they may not exist in the real world. Fashion design software like CLO 3D and others have been around for years, but new Web3 tools are helping create a new asset class of digital items. Digital clothes can be technologically tailored to fit an image or avatar of yourself to share on social media, metaverse, gaming skins or digital presence programs like Zoom, Teams, etc., using augmented reality (AR) filters. Digital fashion is an emerging trend in the world and has become a major cultural influence.
?? Examples of Digital Fashion
A new trend has kicked off with several notable examples and pivotal moments.
?? In 2016,?Bitmoji?kickstarts the trend by allowing its users to dress their avatars in clothes from fashion brands.
?? In 2018, Scandinavian retailer?Carlings released its first-ever digital collection.
?? In 2019, Dutch digital brand Fabricant sells the Iridescence dress on the blockchain for $9,500; the wearing process included photoshopping it on a picture after production and sale.
?? In 2020,?Tesla's digital cybertruck shoes?were photoshopped onto a picture of Elon Musk, gaining 50 million views on social media. The hyped sneakers sparked a demand for the physical product from people thinking they were real.
?? In 2020, at the peak of the pandemic,?Ephesus debuted a digital fashion show unraveling their pink label Congo collection. Clothes were walking down ramps in a ghost-like way without models. The show received a lot of media attention and PR with thousands of views, opening the concept to more people.
?? Key Drivers
Digital fashion has multiple drivers and shifts enabling cultural proliferation.
?? Technology Shifts
One of the biggest trends in digital fashion is the use of augmented reality (AR) and virtual reality (VR) technology. AR lets users see how a piece of clothing or accessory will look on them before they make a purchase, while VR lets them experience fashion shows and events in a completely immersive environment. Web3, also known as the decentralized web, is a movement toward a more open and decentralized internet. Web3 technologies are being used to create more transparent, sustainable and inclusive fashion ecosystems. Web3 has created several decentralized marketplaces, letting peer-to-peer transactions trade and exchange digital assets as NFTs (non-fungible tokens).
This can enable the creation of new, more inclusive fashion ecosystems not controlled by a single entity. These technologies are mutually exclusive, such as items can be bought on the blockchain accessed by AR and worn in the metaverse.
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Parsons School of Design - The New School,?Fashion Institute of Technology,?Drexel University,?Savannah College of Art and Design?and?Pratt Institute?are just a few schools committed to meta-education.
"The last few years have brought about a shift in how people use technology in all facets of their lives. More than ever,?virtual realities, decentralized transactions and?non-fungible tokens?are altering how we approach everything from social life to business to creativity.?
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In the past year alone,?Prada Group's linked its monthly physical Timecapsule to?NFTs that grant access to global Prada Crypted and special events.?Meanwhile,?Gucci?partnered with animated celebrities company?SUPERPLASTIC??to release 10 unique NFTs.?The metaverse has become so popular, there's even a Metaverse Fashion Week with brands like?Etro,?Dundas Worldwide?and?DOLCE&GABBANA.?
Fashion schools?have been quick to adapt to these developments, bolstering their digital curriculums in order to keep up with industry demands.?
At the?Parsons School of Design - The New School, metaverse learning experiences are part of the core curriculum during students' junior year. There's a specialized studio class in which "students learn intensive 3D modeling software," says?Soojin Kang, an assistant professor of fashion technology, for example. Students learn the traditional skills of garment-making — like creating patterns or sewing — digitally.?By senior year, those focusing on digital fashion take Senior Thesis 1 and Thesis 2 classes, both of which yield digital-heavy outcomes and cover skills such as 3D modeling, rendering and other hybrid technical aspects.
While interest in metaverse coursework has been prevalent for years, Kang explains that demand really increased during the pandemic, when schools moved to an online teaching format. Suddenly, tools like?CLO Virtual Fashion Inc.?became integral to the curriculum: "The software synchronizes the drapes and the fabric properties at the same time you make any changes to your 2d patterns," she says, noting how that helped ease the transition between 2D and 3D design processes.?
Drexel University?offers a range of innovative classes like "Fashion Design in the 3D Space" and "CAD Patternmaking". But the peak of its metaverse curriculum might just be a historic costume virtual fashion course, titled "Costuming the Metaverse":?Kathi Martin, the associate director of graduate fashion design at Drexel, says the class was initially developed for gaming and animation students, but the construction of virtual spaces has also allowed fashion students to drape and pattern-make on avatars.
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L'Oréal?Group’s cosmetics and fragrance brand?Yves Saint Laurent Beauty?announces the launch of its second NFT collection,?“Black Opium: The Night Is Ours”
Customers of?the U.S., U.K., Australia, and France-based stores will receive NFTs when purchasing Black Opium fragrances.
Yves Saint Laurent Beauty, the luxury cosmetics and fragrance brand of the L’Oréal Group, announces the launch of its second non-fungible token collection. The company partnered with the web3 platform?P00LS?for this release.?
Dubbed “Black Opium: The Night Is Ours,” the collection is dedicated to the brand’s best-selling fragrance line, Black Opium. To start, the company will release 2,014 NFTs called “YSL Beauty Night Blocks” as a tribute to its 2014 fragrance. The drop will include 2,000 original and 14 ultra-rare NFTs, which are to be named by the community.
The brand will gift NFTs to individuals that purchase a fragrance from the Black Opium line in-store. In order to claim the tokens, customers will need to install the YSL Beauty wallet app. Notably, the campaign will only be available in the United States, Australia, United Kingdom, and France-based shops. Individuals can claim the NFTs starting from March 1.?
NFTs will grant holders access to exclusive content from the brand, gift vouchers, and 90ml perfumes. In addition, community members will get early access to the second chapter of “Black Opium: The Night Is Ours” drop.?
The release supports the “Abuse is not love” program, which aims to prevent intimate partner violence. Once the social tokens are claimed, YSL will donate the proceeds to two non-profit organizations: It’s On Us and En Avant Toute(s).?
The brand starts stepping into the web3 space more actively. Last week, YSL Beauty filed NFT and metaverse?trademark applications?with plans to develop virtual beauty, body, skin-care, and hair-care products backed by NFTs.
Before that, in June 2022, Yves Saint Laurent Beauty released its first NFT collection called “YSL Beauty Golden Block.” The release featured 10,000 tokens that gave users access to utilities and drops.?
by?Metaverse Fashion Council?advisory board member?Costantino Roselli
"Much ink has been spent in this last year on the Metaverse along with tons of podcasts, hundreds of new startups and countless posts in many forms in all mainstream media.
Everybody wants to take a piece of the pie, for money and fame. It has always been about positioning ourselves on the board, right? (a rhetorical question).
But?the truth is that nobody has any idea about what the f*ck is going on!?(a statement)
And the reason for this unstable situation is that everybody is focusing on the?“how”?and the?“what”?while nobody cares about the?“why”.
Why do we need the Metaverse?
The answer to this, will give you the answer to everything else. Because everything that was ever invented in the world had a reason, a problem to solve. So,?what is the problem that the Metaverse solves?"
“To enable the impossible you should destroy the perfect”, to quote Seth Godin.
And as the record industry was destroyed by peer-to-peer communication the moment that Gretta clicked the button to upload the whole album, available for one dollar to everyone (watch the film Begin Again), the same should be done in the fashion industry too.?See didn’t ask permission to record this album, she was only talented, without anything to lose and a little bit inspired.
That reminds us of the influencers. Not those who are sold to the brands: the right ones. Those who do the things in different ways, inspiring us to read that book, play this guitar, design this garment, dress this person and wear those heels.
Millions of creators sell amazing masterpieces to games and meta-spaces without the need of intermediaries, committees or any permission.?They are just on their computer, on the floor, in the lotus position, drinking tea or coffee, listening to music and thinking that “the world is beautiful”.
The Metaverse is inevitable because it is the only way to evolve humanity.?We are going to build it and guess what: we won’t ask for permission.?We don’t want to change your world. We are going to build a thousand different realities, available for everyone.?Who knows, maybe for less than a dollar, maybe even for free.
Join us!"
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An Interview with Luxury Symposium Mastermind?Stefano Galassi
by?RED-EYE
???Stefano Galassi, Co-Founder & Open Innovation Director at?Limitless Innovation?and Advisory Board Member of ???Metaverse Fashion Council. Stefano is a visionary leader who is known for his strategic thinking, disruptive mindset, and ability to connect people. He is a strong believer in the Lean Methodology and is passionate about helping founders accelerate and elevate their businesses to success. In this interview, we will be discussing his latest project, the?Metaverse X Luxury Symposium,?which is a highly-anticipated event that brings together leaders in the fashion and technology industries to explore the intersection of luxury and the metaverse. We are excited to learn more about Stefano's vision for the Symposium and how he plans to shape the future of luxury in the metaverse. So, without further ado, let's begin!
?? Can you give us an idea of what attendees can expect to learn and experience at the Metaverse Luxury Symposium?
- This is an exclusive by-invitation-only event where we have selected C-Level fast-forward thinkers from the best fashion, luxury, and lifestyle brands. For a few hours, they will be exposed to the best innovative ideas, technology solutions, new customer scenarios, and the latest opportunities generated by this new world.
?? What are some of the keynote speakers and panels that will be featured at the event, and what topics will they be discussing?
- We will have a range of global leaders as keynote speakers and panelists including?Nick Vinckier, Head of Corporate Innovation at?Chalhoub Group?Dubai,?Tracey Mancenido?Director of Digital Product Creation at?Tommy Hilfiger,?Stefania Valenti, Managing Director of Instituto Marangoni, Davide Sgherri, Head of New Media from?DOLCE&GABBANA?as well as executives of scaleups including?Kerry Murphy, Founder of?The Fabricant,?Stan Georgiev?Head of Strategic Partnerships at?Ready Player Me?and many more. Topics discussed at the event will explore the future of fashion innovation, metaverse, digital fashion, the new era of creativity, and the Web 3.0 ecosystem.?
?? How does the Symposium plan to keep the momentum going after the event and keep the conversation about virtual reality and metaverse in the luxury goods industry going?
- We are proudly a partner of the Metaverse Fashion Council, together we will keep the momentum alive globally including tech companies, investors, and global industry leaders. In addition, we will introduce the first think tank member-only Limitless Innovation Explorer Club, which will provide members exclusive access to events and experiences that will encourage them to participate in investment and business match-making possibilities on a global scale.
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Virtual retail developer?Emperia?has secured 10 million dollars in a Series A funding round to back and grow the capabilities of its virtual retail platform and develop ‘metaverse e-commerce’ in new international markets.
The round, which was led by?Base10 Partners, will be used to grow the company’s team and “supercharge” its virtual store SaaS platform, as well as accelerating its global market presence and consolidating its position within the future of experiential retail.
Emperia?stated that it is also planning to utilise virtual store customer data to provide retailers with better tools in customisation, and will work with partners to bring virtual e-commerce solutions under one roof, by leveraging the Web3 ecosystem and other technologies.
Launched in 2019, Emperia has developed into a platform that aims to power virtual retail across a variety of sectors, however in fashion it has already worked with the likes of?Bloomingdale's,?Christian Dior Couture,?Sunglass Hut?and?Lacoste?on immersive experiences.
According to the company, such initiatives can enhance omnichannel retail strategies, driving engagement and increasing sales.
Speaking on its work,?Olga Dogadkina, CEO and co-founder of the firm, said in a release: “While working in fashion, it became clear to me that e-commerce was the future, but 2D websites were merely a tool that enabled an online purchase, but were lacking the customer journey and story-telling that brands are after.
“The solution was to bridge that gap, with the aim of making virtual experiences into the future of brands’ long-term e-commerce strategy.
“I’m confident that the pool of participating investors in this round, from both the US and Europe, will make for a great network of advisors as Emperia continues its global expansion, pioneering e-commerce's next generation. I’m looking forward to delivering an even more impactful experience for our brand partners.”
Hypemoon by?Andrew Rossow, Esq.
"As an artist, technologist, and industrial designer, McIntyre, 25, is determined to create a universal design ethos that integrates historical principles of ancient women and the feminine into modern day art and technology.
"Katie McIntyre: it is this dogmatic narrative that has led her down the path of working to create a universal design ethos that she believes goes deeper than simply throwing the words “empowering women” on something, and instead, actually investigates what the experience of womanhood looks like through deep visual and historical research, and its relevance in today’s culture.?
From the world’s first ‘feminist futurist’ car and Zero Gravity Space Suits to Shameless Menstruation and Lactation Couture, McIntyre’s art reflects the uncomfortable stigmas which have historically oppressed women.
Named by?TIME Magazine?as “one of the world’s leading female VFX artists,” she has certainly made her mark in pop culture as the go-to VFX artist and designer for album artwork (Cardi B, Nicki Minaj, Normani, Lizzo, Latto,?etc.), while also producing visually stunning, futuristic art that incorporates historical and feminist art principles and integrating them into emerging design philosophies that brands like?TIME Magazine,?Vogue, and?DressX?have openly embraced and supported.??
She has successfully navigated big tech as a woman in design, having lectured in the country’s most prestigious STEM universities like Carnegie Mellon, and tapped by companies like Google Creative Labs and?Apple?to work on innovative new products.?
Unapologetically, McIntyre considers herself the ‘anti-hero’ when it comes to challenging the patriarchy through her work, adding an additional dimension of perspective towards the human body and the feminine that she feels should be a universal medium, regardless of gender.?
“What I’m trying to do is create a strategy of designs that anyone can participate in, because the philosophy can be universal,” she explained.?
Her visual philosophy of ‘feminine futurism’ is a method she created during her college tenure that incorporates the empowered feminine voices into often highly patriarchal industries – specifically, today’s big tech sector.?
McIntyre told?Hypemoon?that she believes that her philosophy, which is embedded into her work, is the “obvious response” to the many dark experiences she and many women have has as female designers inside the technology space.?
“I think that’s something that I was originally really afraid to talk about, because my experience is quite dark,” she told?Hypemoon. “To some extent, I feel like my voice has been suppressed in a lot of ways, and that’s something that I’ve found a bit frustrating.”
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