COUTURE, FUTURE?

In this new age of technology, brands are amalgamating the world of fashion with the Metaverse. But what does it mean? And what does the future hold for fashion?

- AMOS CHIN & KELLY LEWI

WHAT EXACTLY IS A METAVERSE? In the words of Wikipedia, it is a hypothetical iteration of the Internet as a single, universal and immersive virtual world, facilitated by virtual reality and augmented reality headsets. Essentially, it's a digital realm where users can interact with a computer-generated environment. While it is only prevalent in recent times, the emerging frontier isn't brand new. How we see it: it's simply an evolution from avatar dressing. We're sure gamers and tech-savvy individuals have pondered the possibility of embodying their digital characters at least once; this fashion trend was forthcoming.

Coupled with the need for digital interaction and sustainability approaches brands have espoused, it is no surprise the fashion universe married this state-of-the-age innovation. Through the years, brands have developed new ways to maximize the host of advantages that come with venturing into the metaverse. Digital fashion houses like Republiqe and The Fabricant offer affordable virtual closets, encouraging us to reduce our contribution to landfills. Luxury conglomerates are tapping into the digital landscape to showcase their collections, create brand awareness, and make high-end fashion more accessible to the masses.

Artificial intelligence and augmented reality have also opened up opportunities for new business models. An example: virtual showcases were omnipresent during the global upheaval. Brands had to scale back their activations and veer towards digital formats. While it may seem like a setback, fashion houses have discerned the perks that come with the foray. For starters, production costs were stripped to the fundamentals; there wasn't a need for catering and transportation as there were no physical attendees. Not to mention, the digitalization of fashion shows affords global viewing. A working wi-fi is all you need for a seat in the virtual event.