Where Is Fashion Leading The Metaverse?
Even though we’ve entered the era of technology not long ago, the Metaverse has already been showing its reflections and growth opportunities for the fashion industry. After all as we all know fashion a trend-setting industry and will never be left behind as time progresses. At this point it’s not surprising that clothing brands prefer to use this Technology especially through use of NFTs. Metaverse creates immersive experiences that defines lines between the physical and digital worlds of brands. It creates new perspectives to the fashion industry by helping brands to engage with clients, generate revenue and even showcase their products in an innovative way.
Although it is not very usual for most of us to buy clothes that only exist in the virtual world, this niche market has been attracting a lot of attention lately, while industry experts are more adopting the idea of Metaverse reshaping the future of fashion. Considering the climate crisis and the responsibility that our beloved fashion industry carries on this aspect its more environment friendly to get into the idea of digital clothing. Digitally generated designs are more eco-friendly than physical clothes; they emit 97% less CO2 and consumer approximately 3,300 litres less water per product. Another benefit of digital clothes & sampling are if fashion houses to reduce their carbon footprint by 30% if they replace physical samples with digital samples during the design and development stages. Since the brands can produce the designs digitally prior to physical they can also start marketing the product.
Digitally created designs are also transformed into fashion shows via metaverse. Virtual fashion shows allow customers and fashion lovers from all over the world to enter easily and engage with a brands newest designs and that brands creative world. These type of shows have become more popular in a short period of time leading a creation of Metaverse fashion week. Which was established with the motto of high fashion become virtual. This Fashion week is held between 28-31 March with the hashtag of #MVFW23 and more than 60 brands, artists and designers, it is on track to become a landmark event in the global fashion world. The first ever MVFW had appearances from Paco Rabanne to Roberto Cavalli.
First ever Metaverse fashion week
Another question mainly asked on digital clothing and metaverse is how to try these designs on. Meta has the opportunity to try on clothes in the virtual environment. Customers can test NFT wearables & virtual clothing on their own avatars or virtual dressing rooms. Virtual dressing rooms also help reduce the risk of returns and offer a more sustainable and interactive experience than physical trial booths, as customers can see how clothes fit and look before they make a purchase.
The fashion industry needs to develop effective meta marketing strategies in order to succeed in meta. These strategies must be tailored to the unique characteristics of the metaverse, including the need to create immersive and interactive client experiences.
What about fashion NFT’s? These are digital tokens as we all know which can be traded safely with transaction over a blockchain. They are associated with images or videos but they can also be used to record ownership of phyical goods such as real estate, artwork and ofcourse clothing. Focusing fashion NFTs, they can take many forms. From virtual garments to digital assests that owners can interact with. Growth of NFTS have been taken by a storm now most of the big fashion houses like Burberry, Dolce & Gabbana to make up brands like Nars and Clinique have already launched a wide range of NFT own NFT projects. According to Vogue Business Index 17% of the brands in their index have already worked with NFTs since the winter of 2021. Now each week we hear a new NFT launch.
Dolce & Gabbana’s debut NFT collection
We believe that due to the climate crisis and the newest era of Technology within the 5 years most of the clothes will go digital and thanks to metaverse customers will be able to try it on their own avatars.
Written by Dilayla Kopuz