Fashion | Digital fashion: what is fashion like in the age of the metaverse? | Metaverse | Virtual Reality | Parade | digital fashion | Metaverse Fashion Week | VIU

Digital garments, virtual influencers and cybernetic universes are part of the new reality of the fashion industry. The metaverse has arrived to play a leading role in the 2.0 era with the celebration of the first Metaverse Fashion Week in Decentraland, a popular decentralized virtual reality platform. In this note, we embark together with Aaron Amaro, 3D designer, creator of the Pollusion project and digital artist who collaborated with the Peruvian designer annaissto learn more about the digitization of the fashion in the metaverse.

The rise of fashion in virtual reality

It is possible that in recent years we have heard the popular phrase: “The future of fashion is circular”. And it is clear to us that sustainability and responsible practices within this industry are becoming increasingly important. Now, in the middle of 2022, we can affirm with concrete facts that virtual reality and immersive experiences are added to the trend of responsible consumption. “These technological advances that we have been witnessing do not really surprise me, because living in a completely digitized world, It was a matter of time before the industry fashion also get involved in the 2.0 universe″Amaro points out.

Democratization, accessibility without geographical restrictions and exclusivity are some of the terms that frame the relationship between metaverse and the fashion. To be able to delve into this peculiar digital environment, its formats and actors involved, we must first be clear about where we can find this universe. The answer is simple, because the metaverse it is found on the net, better said, everywhere and within the reach of all the people who have access to the internet and smart devices. Now, it is important to keep in mind that these spaces seek to simulate physical interactions through avatars in different digital cities, social and economic environments, leaving behind the limitations that reality implies.

The contribution of the metaverse to the industry

According to Aaron Amaro, the diversity and level of detail that can be achieved in a production of fashion digital is remarkable. Some of the formats that prevail in this cybernetic universe are audiovisual pieces, the 3D animations worked from beginning to end, the static images and the scenarios that we can visualize in the metaverse. On the one hand, platforms such as Twitch and YouTube are already positioned one step ahead of the other digital spaces that have not yet entered the market. metaverse. On the other hand, the social network Instagram has been indirectly promoting the virtual market related to fashion. We can take Lil Miquela as an example, an animated character created by computer that develops as an influencer in social networks and collaborates with prestigious luxury brands such as Prada or Calvin Klein. In the same way, different avatars developed by CGI (Computer Generated Imagery) such as Bermuda, Blawko or Imma, favor the expansion of the metaverse currently.

As the talented three-dimensional designer affirms, the pandemic has accelerated this new era that had been approaching for a few years. “From my personal experience, I believe that the impact of this type of design is undeniable. As a consumer and designer, I believe that digital art can add differential value to a brand”Amaro mentions.

Catwalks and virtual collections

From March 24 to 27 we were able to be part of live broadcasts, some technical failures and a not so large number of guests. It was thus that the first parades were held in augmented reality of more than 60 houses of fashionAmong emerging designers and artists from luxury brands, the collections presented by Balmain, Dolce & Gabbana, Zara, Tommy Hilfiger, Puma, Gucci and Balenciaga stood out.

His work with Annaiss Yucra

Despite having a short 3-year career, the designer devoted to 3D animation has already collaborated with international brands such as H&M and Emilio Pucci. Also, his work with the award-winning Peruvian designer annaiss for the Brazil Immersive Fashion Week it represents one of its main achievements. “Working with Annaiss was something that we worked on for a very short time and despite that, the result was incredible. We were able to create her own universe by moving into the 3D world while also conveying her essence through the different looks that told a story.”

Photo: H&M Studio 22 / Emilio Pucci Resort 21 Tropico Print