The fine line between real and digital, fashion parades in the metaverse - Lifestyle

From the parts of

, a dedicated platform, a digital place where you can do many things like buy land and build buildings, fashion has experimented with fashion shows in virtual reality.

It is the first

the Virtual Fashion Week: in this edition of the debut important brands present their digital fashion collections in the form of NFT in virtual catwalks and shopping experiences, as well as organizing a wide variety of activities and events parallel.

The line between real life and the digital universe is getting thinner and thinner.

The fashion industry is more and more involved in the metaverse and is getting its own space step by step, and it will be seen in the near future whether it is a new form of marketing or something.

Among others, Hogan, Mango with his first three wearables, Elie Saab, Philippe Plein and

took to the catwalk .

The latter brought, to the heart of the Decentraland Luxury Fashion District, where it also opened its first pop - up store, a collection that celebrates the Liquid Paisley motif: a new contemporary interpretation of one of the brand's most iconic codes in a vibrant, fresh and joyful palette of shades in bright

tones .

The looks for women and men, worn by 20

they reflect a genderless approach that contains and spreads a message of energy and positivity.

The new pattern is inspired by the fluid spirit of freedom and harmony of the brand, which overcomes the barriers and predefined rules to translate the present into an inclusive vision perfectly

.

Liquid Paisley prints, treated as new

reinvent the emblematic Paisley design with the eclectic touch of the effects - tattoos recreated on different fabrics such as cotton, jersey and denim, as well as on coated jackets, extending the Etro imaginary to a wide audience and also to those who dive for the first time in the world of prints.

In the contemporary code of carefree layering, fluctuating dresses, boho-chic mini-dresses, oversized shirts and masculine suits play with striking color-blocks, sunny shades, cut-out details, asymmetries and volumes of flounces and ruffles that enhance the all - over motifs along the intangible boundary between the real and the virtual.

The collection includes a series of accessories such as the Crown Me bags in Liquid Paisley version,

“We are taking decades of craftsmanship and vision into the future by exploring the relationship between the physical and the metaphysical.

Embracing digital innovation allows us to expand the horizons of the

universe to new communities and push our boundaries within this world, ”commented brand CEO Elie Saab jr.

The inaugural adventure in Decentraland's lush green digital fields also includes a visit to the two-story virtual flagship with a curated selection of pieces from the latest high fashion collections.

The event of the first Metaverse Fashion Week is totally free and open to all, with no need for tickets or private invitations.

"Fashion must be democratic and open to everyone and not just open to the industry itself"

.

"People can participate in this presentation by creating their own avatar. If we think about the real world, nobody wants to wear the same clothes for a whole week, nobody wants to go to a party using the same outfit shown above. As in our daily life, even though in a digital universe, people want to be unique by wearing exclusive luxury clothes and accessories on every occasion. "

The brand presented its first digital capsule collection of clothing represented by wearable NFTs.

NFT stands for non-fungible token.

They are tokens that people can use to represent ownership of unique objects.

They allow people to tokenize things like art or clothing.

They can only have one official owner at a time and are protected by the Ethereum blockchain.

Wearable NFTs are unique virtual shirts, jackets, sunglasses, jeans, hats, sneakers, and accessories, and the owners of those virtual clothes can dress up their digital avatar.

This digital collection consists of seven total-looks and each piece comes with its own unique identity.

Attendees of the event have the opportunity to purchase looks from the limited edition collection - ten pieces for each outfit.

The price range is between € 1,500 and € 15,000.

The presentation of the first NFTs wearable collection is in a special catwalk set up in the center of Plein Plaza.

The location was designed and built by "The Crypto King $",

IgoodI, the first Italian avatar factory

 Fashion has the charm of the beginning and the end together, the charm of novelty and at the same time of transience: with these words the sociologist Georg Simmel defines one of the most iconic sectors on the world scene, which is increasingly focused on innovation and sustainability.

The first confirmations regarding the green evolution of the fashion industry come from Sustainable Magazine, according to which the global green fashion market will reach a market value of 8.5 billion dollars by 2023 (+ 7% on 2020) thanks to the '' use and availability of new sustainable materials as well as the introduction of new technologies.

But that's not all because the same asset is expected to record a new increase of up to 9.8 billion over the next three years and a further surge of up to 15 billion.

2 billion by 2030 with an annual growth rate of 9.1%.

The London College of Style, a leading academy in the world of creative education, demonstrates on the same wavelength: the in-depth study in question, relating to the main sustainable trends that will characterize the fashion world during the current year such as the circular economy , focuses on the metaverse and, above all,

, real virtual collections designed and engineered on virtual bodies and worn by avatar models parading on the catwalks of the metaverse.

This is an innovative approach for this Industry that can reduce carbon emissions by 97% for each item of clothing.

The goal of this initiative is to create unique digital pieces, reducing waste and consumption both in the production phase by brands and in terms of purchases by individual consumers.

The latter, in fact, have the opportunity to choose and acquire entirely remotely clothes and accessories consistent with their physical measurements without the inconvenience of returning.

This is what emerges from a research conducted on international newspapers by Espresso Communication for IgoodI, the first Italian avatar factory founded by Billy Berlusconi.

The company creates photorealistic virtual twins equipped with Smart Body, that is a dataset of anthropometric measurements, analysis of the Body Shape and personalized size chart of the subject, which allows individual avatars to enable full virtual customization of the purchase deed.

"Fashion is an integral part of the metaverse and its revolution: the first" Metaverse Fashion Week "which takes place on Decentraland is one of the confirmations of this trend - says Berlusconi - And the increasingly professional" avacollections "cut down waste and consumption , allow us to save time, promote the customer's virtual experience, enable virtuous system solutions by perfecting production pipelines and making them greener.

The advantages related to the use of avatars are also underlined by Metro UK: digital twins,

Everything can also be done inside your own home, thus avoiding movements that can waste time for those directly involved.

In some cases, enthusiasts also have the opportunity to interact with a virtual stylist who can provide them with targeted advice based on taste and style.

At the same time, the Tech Medium portal talks about the so-called “Direct to Avatar”, that is an emerging business model that sells products within entirely virtual realities.

In this way, enthusiasts are called to evolve into avatars to access the platform and buy: this mode is extremely sustainable because it reduces the movements and consumption of buyers.