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1、New Frontiers:Fashion in the MetaverseANNA SHVETS INDEX123 4 Web3 in the Metaverse Fashion in the MetaverseKey PersonaeKey TrendsAURO.BOROSIntroducingWeb3&The Metaverse1GUCCI GARDEN X ROBLOXOmnichannel More personalization10IRL to metaverse1112Experience,shop,enjoy13Back IRL14DigitalPhysicalImmersiv
2、eThe new omnichannel151 person1 walletMultiple environmentsFreeRespectedEngaged16Pitfalls with 3rd party dataZero party dataDependance on GAFAsOwnership&freedomWallet-based digital identityScattered digital identityFashion in The Metaverse2POLIMODA How can Fashion Brands Enter the Metaverse?1.Gaming
3、 Collaborations2.Virtual Influencers3.“Phygital”Fashion4.Pure Digital FashionFashion in the MetaverseKUKI_AI.Fashion in the MetaverseFashion x GamingGaming was where digital fashion all began,with virtual reality games like Second Life and The Sims foreshadowing our reality in 2022.The gaming indust
4、ry is worth more than that of film and music combined,thus it is logical that collaborating with popular games like Fortnite or Roblox is a first entry point into the metaverse for many brands.Branded skins and wearables for avatars is the most common approach brands take to collaborate with gaming
5、platforms.According to a survey conducted by Vice,avatars/skins in video games is the most popular way in which gamers interact with the metaverse.Fashion x Gaming 4.2.3.5.1.1.BURBERRY X HONOR OF KINGS 2.NIKELAND X ROBLOX3.LOUIS VUITTON X LEAGUE OF LEGENDS4.GUCCI X ANIMAL CROSSING5.POLO RALPH LAUREN
6、 X ZEPETOA First Entry into the MetaverseBalenciaga x FortniteGucci x RobloxStefan Cooke x The SimsBalenciaga created a series of in-game skins paired with a physical capsule collection dedicated to their Fortnite collaboration.The digital looks were based on runway designs from FW 21 and SS 22 coll
7、ections Gucci partnered with Roblox to create their digital Gucci garden experience,mimicking the physical version the brand made.The experience allowed users to purchase digital Gucci garments to be worn by their avatars.Emerging brand Stefan Cooke partnered with The Sims to create a digitized vers
8、ion of their ready-to-wear pieces as part of an expansion pack.Tapping into The Sims 30 million player base was a motivating factor for Cookes collaboration with the game.BRANDS IN THE METAVERSE:FASHION X GAMINGFashion in the MetaverseVirtual InfluencersUsing virtual influencers can be another ideal
9、 entry point for brands to delve into the metaverse.But,why use virtual influencers instead of a real human?For one,virtual influencers experience,on average,an engagement rate 3x higher than human influencers on social media.This Is because working with a virtual influencer still has an element of
10、novelty,that can create a scroll-stopping effect on social media,compared to the highly saturated traditional influencer space.There is also less risk of a PR scandal when working with a virtual influencer compared to a real human,especially if a brand creates their own digital persona that they can
11、 control.Lastly,collaboration with a virtual influencer can be the most feasible option for an emerging brand to enter the digital fashion space,which is currently dominated by luxury brands who have more resources to allocate to their metaverse strategy.It can be expensive to make digital clothing
12、a reality,thus virtual influencer partnerships can be the best way for an independent brand to dip their toes into the metaverse.Virtual Influencers4.2.3.5.1.1.PRADAS CANDY 2.IMMA.GRAM3.HERE.IS.RAE4.PLUSTICBOY5.PLUSTICBOYTranshuman FashionLil MiquelaNoonoouriShuduLil Miquela is the first hyperrealis
13、tic virtual influencer to go mainstream.She has a complete personality and backstory,“a 19 year old robot living in LA”who advocates for social justice,and is also a musician.She collaborated with both luxury and emerging brands.Noonouri is a social justice activist and model represented by IMG.She
14、has worked with major brands like Versace,Balenciaga,and Marc Jacobs.With her doll-like appearance,she represents a different approach from the human-like virtual influencers such as Lil Miquela.Shudu is hailed as“the worlds first digital supermodel.”She is represented by the all digital modelling a
15、gency the Diigitals,and has worked with countless brands such as Tods and Salvatore Ferragamo.BRANDS IN THE METAVERSE:VIRTUAL INFLUENCERS How are Physical and Virtual Realms Fused?Utilization of AR,3D modelling,and digital design tools to create physical collectionsDigitization of existing collectio
16、nsConnecting physical garments to NFT ownershipDigital Fashion“worn”by IRL self Fashion in the Metaverse:Physical x Digital FashionDNWLLNGRFashion in the MetaversePhysical x Digital FashionThe marriage of physical and digital realms can bring about new opportunities to brands that would not exist ot
17、herwise.The Institute of Digital Fashion(IoDF)has been a leading force in demonstrating the benefits of digital fashion to traditional fashion brands.IoDF partnered with London-based retailer Machine-A during the peak of the pandemic to create a virtual space powered by AR,where visitors could view
18、selected designers FW 21 collections.This partnership was globally accessible,demonstrating the potential to reach new audiences through the fusion of digital and physical realms.Designers can also use digital design tools to create physical garments.Designer Scarlett Yang embodies this approach;she
19、 creates highly innovative physical garments,including a heat-reactive dress made from algae extract that dissolves in water.Yangs creations exist both digitally and physically,fusing IRL and URL fashion.Agencies like Virtual Rags also bridge the divide between the physical and digital.They partner
20、with brands ranging from Coperni to Telfar to translate garments from physical to digital through 3D modelling,digital design,and AR technologies.Physical x Digital Fashion4.2.3.5.1.1.SCARLETT YANG2.AXEL ARIGATO X VIRTUAL RAGS3.RALPH%RUSSO X IoDF4.CHEN PENG5.DUNDAS X VIRTUAL RAGSIRL meets URLKim Shu
21、iArianeeScarlett YangAmerican brand Kim Shui released a series of NFTs preceding their FW 22 runway show.The owner of each NFT received a physical garment of their choice,along with 2 invitations to the physical runway show.IWC teamed up with Arianee to create the IWC Diamond Hand Club,the first NFT
22、-based membership program ever created in the luxury industry.Each NFT,1,868 membership in total,gives access to exclusive virtual and physical experiences as well as to token-gated community channels.Emerging designer Scarlett Yang begins her design process with 3D modelling software to create both
23、 physical and digital garments.Her practice represents a combination of“science,digital tech,and visual fashion.”FASHION IN THE METAVERSE:PHYSICAL X DIGITALFASHION IN THE METAVERSE:PHYSICAL X DIGITALArianee x The SandboxThanks to Arianee x The Sandbox partnership,owners of luxury goods NFTs can get
24、a corresponding product for their avatar in The Sandbox.Brands can mix the physical and digital,creating an immersive experience that takes their products to new heights.Fashion in the MetaversePure Digital PlayersDigital fashion players design garments that exist exclusively in the virtual realm,me
25、aning there is no physical twin garment or IRL component.The arrival of digital fashion is exciting for several reasons-for one,there are no limits on creativity.Digital fashion designers can truly let their imagination run wild,as,unlike traditional fashion,the creative process is not constrained b
26、y the laws of physics or production limitations.The field is also welcoming a new wave of creative talent,as independent fashion designers and heritage brands are ostensibly on an even playing field when it comes to creating a metaverse-native brand.Moreover,it is not necessary for digital fashion h
27、ouses to have a presence in major cities like New York or Paris,lowering the barriers to entry for emerging brands.Another key factor behind the emergence of digital fashion is the sustainability factor.Digital fashion could potentially solve the problem of overconsumption and fast fashion by satiat
28、ing the consumer need for constant newness without actually producing anything.Whether digital fashion will ever overtake the physical industry,it is undoubtedly a promising new field in terms of creativity,sustainability,and inclusivity.Pure Digital PlayersFuture fashion4.2.3.5.1.1.JACQUEMUS2.D1MEN
29、SION73.PLACEBO DIGITAL FASHION HOUSE4.SUNFANRUI5.JOSHUAThe FabricantDressXR-Space Lab x RedThe Fabricant is“the worlds first digital fashion house,”with a mission of using digital fashion to create a more sustainable fashion industry.The brand launched The Fabricant Studio,allowing designers to co-c
30、reate fashion NFTs for the metaverse.DressX is“the first multi-brand digital fashion retailer.”The retailer sells digital-only designers collections as NFTs that can be worn by uploading an image of yourself.The platform also uses AR to try on garments before purchase.R-Space Lab is Little Red Books
31、 platform for publishing digital works.It is a space where Little Red Book users can buy fashion pieces online and display them on their own red accounts.BRANDS IN THE METAVERSE:PURE DIGITAL PLAYERSWhy the Metaverse?1.Endless CreativityFashion in the Metaverse:Added Value for Brands2.Sustainability3
32、.Inclusivity Potential4.Reaching a New AudienceLack of physical constraints in the digital realm creates a huge imaginative potential for designersDigital fashion could reduce the consumption of physical goods;potential to create virtual showrooms in which goods are only produced once purchasedDemoc
33、ratization of fashion independent fashion creators have the same chance of building a metaverse-native brand as a heritage labelFashion brand presence in gaming platforms reaches a new audience who may not have interacted with the brand otherwiseZERO COSMOSKey Personae&Behaviors3GOLGOTHAKey Personae
34、-GamersThe Gamerneekolulpewdiepierust1nCharacteristicsGen Z or MillennialsCommunity focused,works around different social platformsNerdy spirit with strong references and lingo related to his favorite gamesMight not be the biggest fashion spender Main Motivations Community of like-minded peopleGuild
35、 mentality and support FOMOStarter Pack-The GamerMetaverse ShoppingPowersGame SkinsCurrencyOnline IdentitiesTwitchRedditDiscordCommercial TriggersGamescomSteamTwitchMetaverse ExperiencesEpic GamesActivision BlizzardRobloxKey Personae-Crypto WealthyThe Crypto WealthyCharacteristicsUnder 35 years old.
36、Mostly men-consumersLiving the lavish lifestyle.Radical shift from previous tech millionairesAble to spend$50k,$100k in one go.richardheartofficialivanhodlolafcwlDigital FashionStarter Pack-Crypto WealthyMetaverse ShoppingNFTsCryptocurrencyOnline IdentitiesTwitterRedditDiscordCommercial TriggersCoin
37、baseMediumOpenseaMetaverse ExperiencesWeb 3.0Work EnvironmentInvestmentsMain Motivations Community of like-minded peopleInvestmentExclusiveness and trailblazing mentalityCharacteristicsVocal on social issues and engaging with their communitiesUnderstand the dichotomy they embody and tackle that with
38、 funFollow current real-life trendTend to be edgy in its fashion choices.Key Personae-Virtual InfluencerThe Virtual Influencer blawko22lilmiquelamagazineluizaMetaverse ShoppingOnline IdentitiesCommercial TriggersMetaverse ExperiencesMain Motivations Influence and product placementBeing relatableComm
39、unity and engagementStarter Pack-The Virtual InfluencerNFTsVirtual FashionBeautyProduct PlacementBrand GeneratedFashion RelevanceVirtual FriendshipsVirtual ProfessionVirtual EventsInstagramTikTokSnapchatThe Savvy Gen ZCharacteristicsBorn after 1996True digital natives,uber connectedFinancially depen
40、dent or starting their professional lifeWilling to express their own unique identityExtend the notion of omnicanalityKey Personae-Savvy Gen ZExtended OmnicanalityMetaverse ShoppingDigital Fashion/FiltersGame SkinsOnline IdentitiesTikTokInstagramSnapchatCommercial TriggersDepopSnapchatTikTokMetaverse
41、 ExperiencesVirtual Stores GamingVirtual EventsMain Motivations Enrich their online identity InvestmentCommunity drivenStarter Pack-The Savvy Gen ZCharacteristicsMillionaire or billionaireAlready has a close relationship with brands Not triggered by need but by excitementCraves exclusivity and priva
42、cyUsed to seamless experiencesKey Personae-Luxury ClientThe Luxury ClientchristinechiulailimirzanicolasbijanMetaverse ShoppingOnline IdentitiesCommercial TriggersMetaverse ExperiencesMain Motivations Exclusivity and privacyInvestmentOwnershipStarter Pack-The Luxury ClientVirtual FashionPhygital Purc
43、haseNFTsBest of All WordsRich KidsClubhousePersonalized RelationshipSavoir-FaireExclusive ExperiencesThe DematerialisedSothebys MetaverseDecentraland Fashion WeekKey Personae-Curious CatThe Curious CatCharacteristicsMillennial or BoomerFinancially independent,very connected and educatedBoth interest
44、ed and skeptical about the metaverse concept Might feel like the metaverse is a distant concept with entry barriers.Potential to be an early mass adopterMetaverse ShoppingDigital Fashion/FiltersExtended OmnicanalityCryptocurrencyOnline IdentitiesTwitterInstagramFacebookCommercial TriggersInstagramSn
45、apchatTikTokMetaverse ExperiencesAvatarsNostalgia GamingFiltersMain Motivations Enrich their online identity Investment FOMOStarter Pack-The Curious Cattrendsettersfollowersinnovatorsearly adoptersearly majoritylate majoritystragglersKey Personae-Metaverse AdoptionGamerCrypto WealthyVirtual Influenc
46、ersLuxury ClientSavvy Gen ZCurious CatNoteMetaverse is still in its infancy,the Curious Cats as skeptical as they might be still represent the potential early majority.Key Personas-Matrice OverviewNerdinessFashion AffinityGamerCrypto WealthyVirtual InfluencersLuxury ClientSavvy Gen ZCurious CatNoteF
47、ar from the traditional polarized vision of our personae,were witnessing a clear movement towards the nerdy/fashion quarter of the matrice.Key Trends:URL Meets IRL4VOGUEQuilted MaterialsXL Volumes4.2.3.5.1.Voluminous quilted materials are by far the most common material trend that appears in digital
48、 fashion.Designers are unleashing their creativity in the virtual realm,making huge volumes out of padded textures to create a wow effect.Physical fashion is clearly being influenced by the digital realm,as brands like Dingyun Zhang create garments that could easily appear in a video game.The dialog
49、ue between URL and IRL is is clear when seeing Valentinos puffer gowns from 2019,and Imitation of Christs similar digital look created for their FW 22 collection.Our data indicates a slight predicted increase in visibility of quilted materials for both men and women by Spring 23 compared to this yea
50、r;for men,the trend is deemed a Fashion Bet while for women it remains as a Safe Bet.1.MONCLER2.THE_FAB_RIC_ANT3.IMITATION OF CHRIST4.DINGYUN_ZHANG5.ENTIRE_STUDIOS3.4.2.3.4.5.Women+8%Safe Bet1.HELIOT EMIL2.NEONDAZER 3.GATESCHARLIE4.METADRIPPS5.VUARNETOFFICIAL Quilted MaterialsMen Fashion Bet+10%Meta
51、llic Tones Metallic fabrics are a popular trend in both physical and digital fashion.Shining,lustrous textures have a robotic,sci-fi appeal that makes it an obvious choice for metaverse fashion.Digital designers can push the metallic trend to the next level by creating iridescent,holographic garment
52、s that can only exist without the constraints of the physical world.In the realm of traditional fashion,metallic textures are also a major trend since futuristic aesthetics have been popular as of late.With the impending domination of the metaverse,it is logical that the future is at the front of mi
53、nd in the fashion imagination.Our data indicates a predicted stable behavior of metallic fabrics on social media by Spring 23 compared to last year,along with a medium magnitude which makes the trend a Safe Bet for a Spring 23 collection.Stand Out Online and Offline4.2.3.5.1.1.BALENCIAGA2.SALVATORE
54、FERRAGAMO3.NTAHOMPAGEZEE4.DRESS5.MAISIE WILEN3.4.2.3.4.5.Women+3%Safe Bet1.HELIOT EMIL2.METADRIPPS3.DIESEL4.TRIBUTE_BRAND5.THE_FAB_RIC_ANTMetallicFluoFluorescent colors are an ideal way to stand out,either through a screen or in your day to day life.In the realm of digital fashion and digital-inspir
55、ed physical fashion,highlighter pink and lime green are two of the most popular neon shades that brands go for.Valentinos most recent FW 22 runway collection was monochrome neon pink and black,inspiring a new wave of fluorescent looks,that was also translated digitally to be worn by virtual influenc
56、er Noonouri.Fluorescent colors are predicted to experience a massive 42%increase in visibility on social media by Spring 23 compared to this year,making the trend a fashion bet to surely include in an upcoming Spring collection.Highlighter Chic1.PLACEBO_DFH2.NINA DOLL3.DOUBLET4.JW ANDERSON5.PRINTEMP
57、S4.2.3.5.1.3.4.2.3.4.5.Women+42%Fashion Bet1.VALENTINO2.101%3.BALENCIAGA4.TRIBUTE_BRAND5.NOONOOURI FluoSecond Skin GarmentsThe second skin trend embodies the intersection of URL and IRL fashion,as wearables or“skins”for digital avatars are skin tight garments that appear as though directly printed o
58、n the body.The influence of video game aesthetics can be observed in physical fashion as brands like Loewe and Paolina Russo create video game inspired looks with skin tight silhouettes,resembling that of a video game.Skin Tight1.LOEWE2.AUROBOROS3.PAOLINA RUSSO4.ENTIRE STUDIOS5.STEFAN KARTCHEV X MUT
59、ANIN2.3.4.5.3D Textured Fabrics3D textured fabrics are a popular trend shared between physical and digital fashion for those who wish to stand out online.The fabric creates a layer of depth to a look that creates a scroll-stopping effect on social media.In digital fashion,brands can be endlessly cre
60、ative by imagining looks with floating elements that would not be possible in the physical realm.In the“real”world,the 3D effect is often created using the popcorn knit material,which is a signature of the designer Chet Lo.Standout Looks1.CHET LO2.SCARLETT YANG3.MARQUES ALMEIDA4.ALEXANDER WANG5.AUROBOROS2.3.4.5.IMITATION OF CHRISTActually,we didnt tell you everythingFor the full report,please get in touch at:You can also subscribe to our newsletter to never miss our next reports or webinarsSubscribe to our newsletter