Nike and Gucci are vying to be the first to enter the game, how can the metaverse play avant-garde fashion?
2022-01-17
Zhiyi Technology
In 2021, the concept of the metaverse became popular all over the world, and its related digital fashion began to advance by leaps and bounds.
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Balenciaga partnered with the game Fortnite to create clothes and in-game items for the virtual characters;
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Gucci launched virtual sneakers that consumers can use in the Gucci app and VR social platform VRCHAT, as well as try them on the gaming platform Roblox.
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Nike acquired digital fashion company RTFKT to officially announce a virtual flagship store and interactive space;
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Adidas enters into a partnership with cryptocurrency exchange Coinbase and launches NFT products;
What exactly is the metaverse? What impact will it and the future pioneer concept it represent have on the fashion industry and the apparel industry?
Today, Zhiyi will focus on the "metaverse", and make a footnote to the "avant-garde futurism" through the popular science introduction of related digital clothing brands, show brand analysis, etc., and output it with this2023 Spring-Summer Futuristic Brand Trends"Metaverse"report, invite the majority of fashion designers to launch an impact on the future together.
As the name suggests, virtual fashion refers to the use of computer technology to simulate the production of digital fashion, which can be understood as the first step in the field of fashion with future technology.
As early as 2019, The Fabricant, a digital fashion company from Amsterdam, launched the world's first digital fashion, the Iridescence rainbow dress, and sold it at auction for $9,500, setting a precedent for "digital fashion".
Since virtual fashion is powered by computer-powered "plug-ins", designers can boldly and fully utilize some materials and AR effects that are not subject to reality to create works with futuristic avant-garde characteristics and imagination.
Therefore, in recent years, with the popularity of the concept of "metaverse", more and more clothing brands and designers have entered the game:
DIGITAL CLOTHING BRAND AUROBOROS
Auroboros is a tech fashion company founded by Lee Alexander McQueen, an artist member of The Sarabande Foundation, dedicated to creating the future of clothing through physical fashion and digital ready-to-wear.
As the first fashion house to combine science and technology with physical haute couture and purely digital ready-to-wearAuroboros has created a romantic universe for the near future, representing innovation, sustainability and immersive design.
Auroboros seeks to take the luxury industry to a deeper level – redefining the way we imagine, design and influence clothing consumption. In doing so, Auroboros is engaged in a new discussion about the future of utopia and its relationship with the human body.
Digital apparel brand Tribute Brand
Tribute Brand is a high-end digital fashion brand that is a leader in contactless and online fashion, with team members working in fashion, CGI 3D modeling, UX design, and coding.
With events and crises such as the pandemic around the world, people have gradually shifted their attention to virtual social networks in recent years, so Tribute Brand believes that a change in the way of dressing will become an essential trend.
By influencing users to transfer their identities to the virtual zone, the brand aims to improve the social impact of the fashion market, to exist in the only fully sustainable way and achieve the sustainability of fashion.
3D designer Ahmed Nabiyev
Ahmed Nabiyev is a 3D designer based in Baku, Azerbaijan and a gold medalist in the DRESSX GEN F CONTESTHost. His award-winning collection for DressX, titled "Silicone Road", is a digital project with the main fabric being digital silicone, inspired by the digitization of fashion, which exists only in digital form and will be applied to consumers' photographs.
In the creative process, Ahmed Nabiyev chose to avoid the use of complex colors and textures, focusing on futuristic forms and silhouettes, lettingThe audience's attention returns to the costume itself.
Slooten, co-founder of The Fabricant, has said that fictional fashion is a natural part of the younger generation because they are comfortable with the idea of having parallel real-world and online identities:Digital fashion can allow people to act out fantasies online, and designers are inspired to create "thought fashion"。
Therefore, the design of virtual clothing is often very eye-catching, on the one hand, it satisfies the desire of consumers to display on social platforms, and on the other hand, due to its particularity, designers can realize clothing materials and shapes that cannot be constructed in real life with the blessing of technology.
In the digital world, the limitations of a single physical space are dismantling little by little.For fashion designers, virtual clothing has lifted the "shackles" that have imprisoned designers for a long timeLet them give free rein to their imagination, no longer be constrained by fabrics, materials, versions, adaptations, and photography, and release their creativity without any scruples to build their own fashion kingdom.
In the overall presentation of "Balenciaga Clones" in the spring of 2022, a lot of techniques such as photogrammetry, CG transplantation, plane tracking, rotational scanning, machine learning, and 3D modeling were used.
At the same time, it is created in a new look special for the Spring 2022 collectionA series of cyberpunk-style face masks, fittingBalenciagaThe Spring 2022 outfits create an eye-catching effect.
According to the category analysis in Balenciaga's spring 2022 runway, under the trend of avant-garde fashion and futuristic style,The proportion of oversized clothes/coats accounted for the largest proportion, with a total of 11 models, accounting for 18.03% of the whole category。
followed by the dress category, with a total of 10 models, accounting for 16.39%; As a key matching category, mid-length pants appeared in a total of 9 models, accounting for 14.75% of the whole category; As a key item for future commuting, a total of 6 large-sized suits/jackets appeared, accounting for 9.48%; A total of 5 sweatshirts appeared, accounting for 8.20%.
Design style from Balenciaga Spring 2022 collectionLet's distill the following points：
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The overall style design tends to be gender-neutral;
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Oversized polar trench coats and exaggeratedly proportioned silhouette suits will be key items for future commutes;
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Demna Gvasalia, who likes to wear solid colors, adds florals, polka dots and other elements to her dresses this season;
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The cargo pants are embellished with punk metallic accents for an avant-garde futuristic look;
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The casual hooded sweatshirt is a brand favourite, bringing retroism to the overall look.
According to the color analysis in Balenciaga's Spring 2022 runway,Under the theme of futuristic virtual reality,The overall color palette of the show tended to be neutral and monochromatic, with highly saturated colors running through black, white and dark blue.
Among them, the dark night sky with mysterious power was the main color of the show, with a total of 32 items, accounting for 54.24%; followed by dark blue, with a total of 8 models, accounting for 13.56%; Red appears as the key accent color, with a total of 4 items, accounting for 5.08%; Among the neutral colors, white and earth tones accounted for 5.08% respectively.
Color show from Balenciaga's Spring 2022 collectionLet's distill the following points：
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The solid color LOOK interprets the typical Balenciaga style;
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Neutral monochromatic tones create a new style of non-sexualism;
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Black/dark blue cocoon coats and khaki trench coats for a more everyday look;
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Colors and accessories are used in highly saturated colors throughout the black and white collection, and the dazzling color bags are used to attract attention.
That's it for this time2023 Spring-Summer Futuristic Brand Trends"Metaverse"About the future avant-garde of other brands on the show expression and data analysis,Scan the QR code at the end of the articleAdd microYou can get it for free by letter to your personal number~
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