Virtual fashion is booming, but how does it go about creativity and inclusiveness?

The different looks that Meta presented when she announced the launch of her virtual fashion store.  - Picture courtesy of Meta

The different looks that Meta presented when she announced the launch of her virtual fashion store. – Picture courtesy of Meta

Wednesday, 22 June 2022 21:56 MYT

SAN FRANCISCO, June 22 – Virtual fashion has been largely highlighted as a new opportunity to push the boundaries of creativity and inclusion, but so far these new types of clothing have mostly been copied directly from actual collections. The first models introduced by the Meta group, for example, seem too “normal” to be truly excited, while our virtual twins – ready to live their best lives in these parallel fictional universes – offer us the opportunity to dress up like never before.

Sweatshirt, wide ripped jeans and plaid shirt. One of the Balenciaga looks presented by Meta, announcing the launch of her virtual fashion store, is reminiscent of pieces that can be found in the e-shop of the design house, which, by the way, has accustomed its clientele to much more unusual styles. The same goes for the virtual looks of Prada and Thom Browne, two other houses that will open this next-generation fashion store, whose real-world creations are generally less classic than those unveiled by the web giant. And that comes as a disappointment, because we were expecting colorful, eccentric, even totally crazy fashion pieces with which we will wear digital doubles that will soon wander the metaverse.

Accepting the future or maintaining the status quo?

While the metaverse is still a vague term for many – and probably still a world far from the everyday use of most consumers – it is, for now, similar to a futuristic universe in which anything – or almost – seems possible. Big events, including the wedding and the first Metaverse Fashion Week, have already taken place in this virtual realm, transporting us to a world that is almost like something out of science fiction. But for now, virtual fashion still looks too tame to fit into these new worlds. Even Tom Brown’s trademark – a blazer, pleated skirt and white shirt – worn by many male celebrities at the last Mat Gala, looks too classic on the avatars presented by Mark Zuckerberg – an insignificant feat.

However, this is the first video, even the first presentation, which does not necessarily announce the actual content of this new window dedicated to user avatars on Facebook, Instagram and Messenger. It is likely – we hope – that real clothes will be more fun, extravagant and better suited to the expectations of buyers of these luxury homes – Generation Z is at the forefront – for which gender and long-offered body norms must give way in a more inclusive way. In any case, brands will have to find a balance between the desire to make ‘classic’ luxury goods available and the need to push the boundaries of reality, and thus creativity.

DressX is in the lead

If most of the virtual collections suggested by designer brands, ready-to-wear brands and fast fashion brands – often in partnership with social game giants such as Roblox and Zepeto – are similar (for now) to their real clothes, some specialist platforms have decided to push the idea of ​​courage much further. And it’s crazy gambling that seems to have paid off for DressX. Virtual couture e-commerce is full of all kinds of clothes, from the most classic to the most futuristic, so much so that some of them are like works of art. It is enough to enable you to be brave, daring and experimental in choosing digital clothes, and much easier than in real life. After all, isn’t that what these parallel fictional worlds are? – ETX Studio

Leave a Reply

Your email address will not be published.