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International fashion, through the Metaverse Virtual Fashion Week, has entered a historical turn, which may carry radical changes in the world of design, especially with the trend towards addressing Generation Z, as the main engine of virtual worlds, and has a passion for everything that technology produces, but will this affect? On the traditional design environment? Will the future present a generation of fashion designers specializing in virtual worlds? How can the physical and the virtual be combined in the design arts sector?
The Virtual Fashion Week, which was held last March, over 4 days, attracted the interest of more than 60 international fashion houses. This virtual event was similar to the fashion weeks that are held twice a year in New York, London, Milan and Paris.
Through it, the designers presented more than 500 virtual designs, presented by the most important international fashion houses, and in the same context, the Virtual Fashion Week sought to complete the manifestations of the live tours, carried out by the attendees of the live fashion weeks, by creating a shopping area that mimics “Avenue Montaigne” in Paris. .
On the focus of the virtual fashion week and its designs on the younger generation, Bong Guerrero, CEO of Fashion Forward Dubai Fashion Festival, says: The international fashion sector seeks to gain strengths and a popular base among the millennial generation “Z”, considering that they are the target group, and they are known under The term “players”, unlike “consumers”, who are the target groups in the real world, are older, have more purchasing power, spend more, and have the ability to move between fashion capitals to attend live shows. With this in mind, Dolce & Gabbana, for example, sought to offer 20 designs for young people, which can be worn and customized.
Emirati designer Kholoud Thani points out that the stage of transformation, which announced the beginning of the virtual fashion week, leads to the emergence of similar patterns to video games and their professional stages, which young people have mastered in playing, by providing their virtual characters “Avatar”, with features and costumes, in addition to the so-called accessories. “Skins”. These are upgraded to a higher level for large sums of money.
Other fashion makers are eyeing the gaming industry, which is worth $176 billion and attracts more than three billion gamers globally each year.
Jacob Abrian, founder and CEO of the Arab Fashion Council says: “Artificial intelligence and augmented reality can open up opportunities for new business models that take advantage of virtual fashion, given that millennials spend more time online and are eager to explore the potential of Metaverse.”
“Fashion and luxury players need an average of 8 hours per day on screens to enhance their knowledge of these emerging frontiers, and technology that allows 360-degree viewing has already been used to present seasonal collections through online showrooms.”
He continues: Users can wear their avatars in exclusive products or “skins” that change the appearance. For some consumers, digital fashion is a natural extension of applying social media filters to platforms like Instagram and Snapchat. In this context, Louis Vuitton launched a video game with non-fungible codes, designed in part by Beeple, to mark the bicentenary of the brand’s founding, and the game was a huge success.
On the role that non-redeemable tokens, games and virtual costumes will play in the future of shopping, Hind Bin Demaithan, Artistic Curator and CEO of Hamzat Wasl Creative Consulting, points to Sales of non-fungible cryptocurrencies and tokens last year, according to several economic reports, exceeded $25 million.
She adds: There are no time or global limits to the scope of investment in supply and demand as well as ownership, and changes in the field of trademark registration and intellectual property rights will greatly support the launch of emerging companies, thanks to the facilities included in this technology.
According to Bloomberg, the venture capital arm of Tommy Hilfiger has announced a partnership with ewg virtual, a popular marketing agency, to focus on so-called e-commerce.
Not to be outdone, Burberry has created a series of unique characters called Sharky B from playable irreplaceable token creations that come complete with backpack, armbands and pool shoes, Blancos Block Party, from Mythical Games” and the collection sold out quickly, with an approximate value of $400,000.
But nothing compares to Dolce & Gabbana’s efforts to stabilize Metaverse; At the Alta Fashion show, which it held in Venice last September, the brand unveiled a separate collection of nine looks of men’s and women’s clothing and accessories, also accompanied by non-replaceable codes, four of which were only virtual; The rest included real clothes, and this futuristic collection was sold at auction, valued at $5.7 million.
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