The debrief: who designs fashion in the metaverse?

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Background:

A new generation of digital creatives is leading fashion brands into virtual worlds, using their technical expertise and creative prowess to craft experiences for games like Fortnite or Roblox, and launch Web3 products like NFTs. However, translating real-world brand images into virtual spaces requires a unique skill set and understanding of the culture that drives different ecosystems.

“There is a community that already exists [in the metaverse]. It’s one of the things brands need to consider…” said Marc Bain, Technology Correspondent. “Making sure what they’re doing works for the community that’s already there. You don’t want to alienate people.

Key ideas:

  • Creative studios like Emperia and BeyondCreative, which specialize in the metaverse, have seen an increase in interest in the brand.
  • Providing an interactive and enriching experience for consumers is really difficult. A single object for a video game can take days of work.
  • Training in skills such as 3D design is becoming increasingly common: fashion schools teach it and designers make an effort to learn the tools.
  • Even amid the hype, as Bain points out in his review of Decentraland’s Metaverse Fashion Week, digital fashion still often feels sketchy. This is due to a number of factors, such as insufficient consumer technology, which proponents believe will evolve as worlds become more developed.

Additional Resources:

New designers bringing fashion brands into the virtual world: Their blend of technical expertise and digital art has put 3D creators, game designers and NFT experts in high demand among fashion brands as they venture further into virtual territories.

Can the metaverse transform fashion business models?: There is perhaps a better analogy than e-commerce to measure the opportunity of the fashion metaverse: will it be streaming or 3D films?

Metaverse Fashion Week Lessons: Brands such as Tommy Hilfiger and Dolce & Gabbana have been among those testing the virtual waters, encountering challenges such as poor quality visuals as well as some opportunities.

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