As the metaverse becomes a hotter topic in marketing circles, fashion brands are jumping on the bandwagon. Luxury brands, in particular, are eager to monetize their designs as digital assets, with companies like Balenciaga, Louis Vuitton, Prada and Burberry dabbling in digital lines and NFTs. But what is the appeal of clothing you cannot physically wear?
In this week’s video, SHOWstudio‘s Features Editor, Hetty Malich, facilitates a conversation about digital fashion. Joining her are fashion designer Taskin Goec, gamer Jasmine Asia, tech business director Peter Jeun Ho Tsang, and creative consultant Alyssa Mosley. They delve into topics like sustainability and accessibility in digital fashion, the intersection of the digital and physical world, and the aesthetics and trends of metaverse garments. The growing interest in digital fashion is likely due to an intrinsic need for customers to express themselves through clothing and accessories, even in digital worlds. Digital clothing is also beneficial to brands. Designers are free to create expansive and plentiful designs with reduced waste and challenge beauty standards and restrictions that exist in physical fashion.
As Mosely says in the video, digital fashion is quickly becoming a catalyst of expression for young people who cannot express themselves properly in the real world. To them, a pressing question is: what are you wearing to the metaverse? Are fashion brands ready to answer this question?