The rise of a Digital Fashion World
During the pandemic, brands had to reset and think of creative, innovative, and sustainable ways to carry on. Many had to shift their annual fashion shows to showcase their collections digitally, while others created virtual fashion worlds and digital-only collections.
Livestreams not only reduce the negative impacts of the fashion industry on the environment but also allows brands to be more inclusive, gain a wider audience, and interact and engage with their community. Here are some incredible digital fashion shows from the past year.
RICHARD QUINN x ROYAL SALUTE
"This project with Royal Salute and Richard Quinn is paving the way for a brighter future. It's inclusive and democratized, anyone can attend and it has 0 impact on the environment. It's beyond the restrictions of our physical world. Let’s start a revolution and rethink how fashion is presented.” IoDF Creative Director & Co-Founder
For London Fashion Week, Richard Quinn created “an AR reality experience where users can step inside the mind of the creative through world building immersive storytelling”.
For Fall 2021 Collections, Balenciaga showcased his collection through a video game entitled “Afterworld : The Age of Tomorrow” where users could choose their avatar and go on an adventure, seeing the clothing in real movements.
Prada SS21, the debut of Raf Simons with Miuccia Prada, was held digitally in a minimalistic yet creative presentation which was followed by the two creative directors answering questions sent by fans. Even though it was virtual, the viewers felt a personal connection with the brand, the designers, and the clothes.
Show in a box / show on the wall
To showcase the collection, Loewe included in a box, sent to influencers, celebrities, press, life-sized posters of models dressed in full looks from the collection, a roll of wallpaper alongside glue, a brush, scissors, and a ceramic disc infused with beetroot scent. The same concept was done for both men and women SS21 shows.
On the other hand, many new designers also established a digital-only fashion house, where all garments only exist in a digital world. The collections are showcased in motion on avatars using 3D modeling software creating a very realistic look. The clothes can later be worn on video games, social media platforms, and virtual worlds. Here are some examples of digital-only collections.
The Fabricant was the first to put its design on the market and sold its virtual dress for 9500$ which was worn on Instagram and Facebook.
More recently in September 2021, designer Santa Kupča also created a digital fashion collection, Decrypted Garments, of completely pixelated looks inspired by fashion in video games.
In the following years, we are expected to see many brands adopting these initiatives in hope of a more sustainable approach to fashion production.