Traditional runway shows and industry conventions are giving way to a new era of innovation, where the virtual realm and Web3 technologies have become key players on the fashion stage. Fashion weeks, renowned for setting the trends and defining the industry's future, are now harnessing the power of Web3 and digital strategies to engage a global audience and redefine the fashion landscape.
Let's dive into what September 2023 has brought to the fashion industry, where the fusion of creativity and technology forges bold new frontiers.
A New Era in Fashion with AI
One of the most notable highlights of this event was the integration of artificial intelligence into the world of fashion. Boss, one of the iconic fashion houses, embraced AI by having its catwalk collection welcomed by Sophia the robot, an AI-powered creation by Hanson Robotics. Dressed in a full Boss look, Sophia greeted guests and immersed them in the brand's Innovation Lab venue.
This venue was designed to be a seamless blend of cutting-edge technology and human interaction. Attendees marveled at giant holograms and had the opportunity to experience Boss's fragrances through the AromaSynth Lab. This AI-driven immersive experience showcased the limitless possibilities that AI can bring to the world of fashion.
NFTs and Fashion: Diesel's Digital Drop
Diesel, known for its bold and innovative approach, joined the digital revolution by launching a non-fungible token (NFT) drop as part of its collaboration with Web3 talent platform Public Pressure. The brand released 300 "Metamorph" tokens on blockchain networks like Polygon and Polkadot. These NFTs not only held digital value but also served as invitations to Diesel's high-profile Spring/Summer 2024 showcase, held outdoors in Milan's Scalo Farini.
Diesel's innovative approach to NFTs demonstrates how fashion can leverage digital assets to create a buzz and engage with a new generation of fashion enthusiasts.
Digital Fashion Week in London: A Glimpse into the Future
Epic Games' Innovation Lab in London played host to Digital Fashion Week, where the convergence of fashion and technology took center stage. Attendees were greeted by 3D avatars and futuristic fashion-forward outfits, setting the tone for an event that blended the physical and digital worlds seamlessly.
Panel discussions featured prominent names in the digital fashion industry, including XTENDED iDENTiTY, This Outfit Does Not Exist, CYBR Magazine, and The Digital Fashion Group. The event concluded with a curated runway presentation, highlighting the work of emerging digital fashion brands.
Digital designers like Julie Blanc and Stephy Fung collaborated with PhygitalTwin to bring their creations to life. The event illustrated the growing influence of digital fashion and the exciting possibilities of phygital fashion, where physical and digital realities converge. The event has taken place in NYC, London and Paris.
Gucci's Web3 Ambitions Remain Strong
Despite a change in creative leadership and the departure of Robert Triefus, CEO of Gucci Vault and Metaverse Ventures, Gucci's digital ambitions remained robust. Sabato De Sarno's debut collection was accompanied by "Gucci Ancora" activations across various digital platforms, including Roblox, Zepeto, and QQ, owned by Chinese tech giant Tencent.
Users could virtually experience Gucci Ancora's show, watch the IRL collection from a digital theater, and explore the brand's new creative vision. Gucci's endeavors in the Web3 space showcased how luxury fashion brands are embracing digital innovation and engaging with a broader audience.
Paris Welcomes FabriX: The Cutting-Edge Fashion Experience
The world of fashion is no stranger to innovation and constant evolution. This was evident once again in September 2022 when FabriX, the immersive digital fashion experience, made its debut in Hong Kong. Now, Paris is the latest city to host this groundbreaking event, and it has chosen to partner with the Fédération de la Haute Couture et de la Mode to make a splash in the fashion capital of the world. From the 25th to the 27th of September, FabriX took center stage at the Palais de Tokyo in the Sphere showroom, offering visitors a glimpse into the future of fashion. Prior to the public unveiling, an exclusive Opening Party on the 25th of September set the stage for what was to come. The fashion crowd gathered to witness the next chapter in fashion, as FabriX was unveiled in all its digital splendor. This immersive digital experience promised to redefine the way we perceive and interact with fashion.
Coperni: The Viral Catalyst
Coperni has been at the forefront of the fashion industry's infatuation with online virality. The label's "generate polymorphic story" called "The Wolf And The Lamb" marked a significant departure from the traditional runway experience. Powered by generative AI and featuring model Lila Moss, the presentation was a constantly evolving series of 40-second videos based on various choices of sets, scenarios, and looks from Coperni's Fall/Winter 2023 collection.
This innovative approach created over 320,000 different narratives over a six-month period, ensuring that no two outcomes were ever the same. Coperni's foray into generative AI proved that the fashion world is embracing technology's creative potential.
Excited to see the digital fashion trends awaiting us at next year's fashion week and how brands will use virtual environments, blockchain, and AI to make it even better.
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