Metaverse: The future of fashion
The more we hear about the metaverse, the more bewildered we are. What even is it?
In simplest form, the metaverse is a junction of the internet and virtual reality. Elements such as social media, gaming, shopping, texting, video calling, and more are all tied up into one customizable virtual world. Anything you can think of that exists now in real time, can exist online in the metaverse. Just like the internet, everything is interconnected at all times, unable to be turned off.
The concept is still in flux, and therefore is difficult to pinpoint as inherently “good” or “bad.” Although one thing is certain: the metaverse acts as a major vehicle for industries to further profit from. So how exactly are companies profiting? How can profit be generated in an imitated world? Many businesses are using the metaverse as leverage—or as a way to expand their consumer base—especially within the fashion industry.
Fashion plays an integral role in expressing identity. It is a way to control how we wish to be perceived, how we want others to see us. The more time humans spend in virtual spaces, the more opportunities there are to use fashion as a means for expression. The metaverse initially grew out of the gaming community, where players spent over $100 billion on material goods just last year. Players typically spend most of their money on character styling, or different commodities and luxuries available in their virtual community. Digital clothing and skins are one of the more popular luxuries available for purchase in the metaverse, and can be bought and sold in Non-Fungible Token (NFT) form, meaning the item is deemed as a one of one piece.
There are multiple platforms that contain virtual communities, such as Decentraland, Illuvium, and Sandbox. There are also individual gaming programs such as Roblox, Animal Crossing, and Sims that can be considered as individual “metaverses”.
Many brands are taking action to plant a digital footprint in the metaverse, as well as smaller startups. In 2021, Gucci partnered with Roblox to invite users to explore the virtual “Gucci Garden Archetypes,” a short lived, immersive experience that explores the distinct creative visions of different Gucci campaigns over the years. There is also a physical Gucci Garden Archetypes installation in Florence, Italy, where visitors can explore each room in real-time. When Roblox avatars first enter, they shed their preset skins to become a neutral entity in the garden. Each room is inspired by one specific campaign. As players move through each room, their skin absorbs visual characteristics from each. Players also have the ability to mingle and purchase digital pieces inspired from each collection.The “clothes” can be worn in other Roblox adventures, and have been coined as collectables. Gucci is operating a revenue-share model with Roblox, allowing the two companies to share their success with stakeholders.
While big name brands are profiting, there are also smaller brands creating a name for themselves. RTFKT is a fashion brand founded in 2020 by designer and gamer, Benoit Pagotto. The brand is based in Paris, but originally started in the metaverse. Best known for their sneakers, RTFKT collaborated with illustrator, Fewocious, on an NFT sneaker drop. The creation process took about two weeks, Fewocious illustrating original designs and sending them to Pagotto to refine in digital form. Once the virtual sneakers were complete, they were released on OpenSea (the largest NFT marketplace) for sale. Together, they sold $3.1 million worth of virtual sneakers in under 5 minutes. Recently acquired by Nike, the RTKFT is at the very forefront of luxury NFTs.
Although the concept of digital fashion can feel daunting, there are benefits from its low waste production process. Production of a digital garment emits 97% less CO2 than a physical one. Although this seems like a practical solution to pollution problems, minting and mining NFTs still requires an absurd amount of energy consumption in the real world. However, this process practiced long-term could be less detrimental than the trajectory we are working towards now.
As technology progresses, we must understand how the blurring of physical and digital worlds is shifting the way we understand and express our identities– even if we aren’t yet directly affected by it.
Sources:
https://www.gucci.com/de/en_gb/st/stories/inspirations-and-codes/article/gucci-gaming-roblox
https://www.gucci.com/us/en/st/stories/article/gucci-town-on-roblox
https://www.linkedin.com/pulse/11-most-important-fashion-brands-metaverse-what-offer-gaby-k-slez%C3%A1k/?trk=articles_directory
https://about.nike.com/en/newsroom/releases/nike-acquires-rtfkt
https://vault.gucci.com/en-US/story/metaverse
Strike Out,
Written by: Aisy Nix
Edited by: Sarah Singleton
Graphic by: Hallie Meers
