My
Welcome to a future where clothes
don't exist and garments come from
your imagination
Virtual
C L O S E T
The year is 2045, you’re walking down the street in Manhattan with your glasses that can tell you everything, from the weather report to data about the people around you. You see your friend and you shout out, “fire outfit,” because their outfit is literally on fire.
But wait–although their cape is aflame, they seem totally cool about it, and that’s because when you rip off your glasses, you see that your friend is just wearing a normal shirt and jeans.
This is one possible scenario of the metaverse, the virtual reality platform that the tech industry can’t stop talking about–and neither can the fashion industry. Brands like Balenciaga and Coca-cola are already getting a head start in the space and even Mark Zuckerberg showed his avatar swiping through the wardrobe possibilities in his company’s metaverse demo video. From augmented reality, which layers digital imagery onto real-life scenery, to virtual reality-alternative 3D environments experienced online- we’re in for a fun ride.
K16 by Yulya Boriskina exhibited at Digital Fashion Week NY, NFT Edition 2022
“In the virtual landscape, there are no rules. You don’t need to frame yourself within the physical consciousness of the real world, you can be authentic in the metaverse.” -Gimęs founder Andres Avella
Jargon:
Virtual reality A Computer-generated 3D space that can be explored and interacted with using a headset
Augmented reality Technology that overlays a computer-generated image or video onto a user’s view of the real world (think Instagram filters)
Meta Facebook’s holding company’s new name, which aims to lead in all things metaverse
Metaverse Coined by Neal Stephenson in his 1992 sci-fi novel Snow Crash, a metaverse is an advanced digital environment where users can hang out, ship, play and be entertained
Avatar A computerized graphic representation of a user in computer games, social media or VR
Skin A graphic download that changes the appearance of characters in computer games
NFTs Unique digital assets that are certified and traded on a blockchain and come with proof of ownership
Oculus A brand of headsets used to view and interact with immersive VR content
For today’s young luxury consumer–who grew up creating characters in Fortnite and Minecraft–fashion is entertainment. “With the new generation of designers, silhouettes are changing. We’re getting out of the bubble that society has created. of how you should look,” said Gimęs founder Andres Avella. Gimęs is one of the exciting breed of digital clothing brands emerging to serve these cyber-savvy consumers.
Dolce & Gabbana has reportedly sold its nine-piece digital NFT (aka non-fungible tokens) collection for $5.7 million, the highest amount yet for a digital collection. The brand displayed and auctioned its digital Collezione Genesi collection on the digital luxury marketplace UNXD. Since the purchase of the collection, the Ethereum cryptocurrency increased 10% , making the collection currently worth $6 million. The collection, made up of five physical designs and four digital creations, was a collaboration with UNXD. Dolce & Gabbana designed the looks and UNXD created the virtual versions of the physical designs, including two versions of The Dress from a Dream designed in both gold and silver.
As the pandemic put our real life interactions on pause for two years, the pace of digital expression has accelerated. Young millennials and Gen Z, prefer these modes of self-expression to the one note identity. For them, the digital world is fun, fast moving and sustainable with the potential to play around with multiple identities.
For the rising tide of digital-first fashion designers and selling platforms— such as Auroboros, DressX, The Dematerialized and RTFKT—the opportunity is more than just a creative one. It also has possibilities for inclusivity and diversity. Digital filters, skins, avatars and cyber ‘clothing’ allow for experimentation beyond the limits of real life.
Design by Auroboros @auro.boros on Instagam
This scope for identity exploration is what excites Gimęs, whose digital collection consists of futuristic corset dresses, puffer jackets and suits. According to the digital brand, “in the virtual landscape, there are no rules. You don’t need to frame yourself within the physical consciousness of the real world, you can be authentic in the metaverse.”
Xiaoling Jin, a London-based digital designer, was pushed into her digital design journey by the pandemic. When it was impossible to return to her studio to create physical samples and garment collections, Jin made a necessary change: designing digital collections.
Her collection, which has been featured in Vogue Italia, encourages embracing one’s inner self and loving your own body. Jin points to her newfound freedom “designing digitally gives me the ability to create more stuff without the restriction of space, material and structure.”
Another key factor for brands to consider going digital is its sustainable impact. According to DressX, “the fashion industry is considered one of the largest polluters in the world by the UN Conference on Trade and Development. Production of a digital garment emits 97% less of CO2 than production of a physical garment, and production of a digital garment, on average, saves 3300 liters of water per item.
Likewise, Kathlin Argiro, professor at F.I.T. and creator of Kathlin Argiro New York Fashion Consulting also strongly backed these practices. “A designer could debut a virtual collection so buyers and consumers alike can ‘try them on’,” she said, “The designer can then see what worked and what didn’t before samples even go into production.”
