We are immersed in Web3, the limit that gives decentralization and gives back power to users. But what role will NFTs, virtual games and fashion play in the future of a shopping experience grappling with foreign trade? analysis
We must realize that digital fashion is a natural extension of applying filters on social media for all intents and purposes. Artificial intelligence and augmented reality are already introducing new business models, such as virtual visits to showrooms or being in the front row without leaving your home office or sofa (with or without VR glasses). NFTs, Non-Fungible Tokens, are crypto assets whose authenticity and ownership are verified on the blockchain and are bought, sold and traded in the metaverse, often for cryptocurrencies. In the world of fashion, NFTs are used to authenticate products and identify holdings. Shoppers, especially those in Generation Z, are spending more time online and can experience the endless possibilities of Metaverse, an effective rebranding of a hyperactive digital environment where people work, play and socialize, and can be purchased for registration.
METAVERSE IN FASHION
The overseas fashion industry has really landed in its infancy, just think about it Balenciaga Create skins for FortniteAnd the Nike Bought a virtual sneaker brand rtfkt extension And the Louis Vuitton Launched a collectible NFT video game, designed in part by whistles, on the 200th anniversary of its founding. The same Gucci Hit the gaming platform Roblox Showing you the most classic of Gucci Park and gaining, in its digital version, up to 19 million visitors (unrelated to the actual number numbers). Meanwhile, on the other side of the globe, Ralph Lauren has decided to sign a collaboration with South Korean app Zepeto to create a collection and “skins” that alter one’s appearance. Anything is possible in metaversys like Meta Horizon, Decentraland, Sandbox worlds and innovative imvu. Here you can customize your 3D avatars to represent yourself as you explore, play and interact with fellow humans. How to choose the design of the avatars depends on the individual users, here one turns a blind eye to the distorting effects and diseases caused by the default change caused by the formation, with the omnipotence of just one click, we have virtual human. The first Metaverse Fashion Week held this past March in Decentraland could not have been missed, without a bit of confusion on the part of the niche press, than the Mutation and Millennium Matrix, committed to trolling the parallel universe to recall the same rotating rhythms of fashion as the physical weeks. However, it was the largest virtual fashion event to date with around 70 brands, artists and designers participating, including big names like Dolce & Gabbana, Etro, Tommy Hifiger, Cavalli or IKKS.
What is the Italian news about “Metabusiness”?
Italy is a pioneer, and proves it by laying the foundations of visionary training thanks to thirty years of experience in the field polymoda. In the classroom the first course is dedicated to Wave fashion Where, starting with the design of symbolic clothes, it is possible to explore the fashion subculture that combines digital design with modeling of real clothes, as well as uploading the design into the blockchain. In cooperation with monogridan elected digital creative agency Agency of the year From Digital Design AwardThe 4-week short course that explores the technologies, scenarios and opportunities that the metaverse presents to the fashion industry is promoted by training experts who specialize in the design and development of digital fashion creations for the metaverse and NFT. “An entirely new digital experience that connects the real world with virtual interactions to provide people with an opportunity to express themselves through customizable 3D digital avatars.”are the words of the director of Polimoda, Massimiliano Giornetti. “In response to the growing demand for professional profiles with increasingly multifaceted knowledge of the fashion industry, this course will be able to amplify the creative potential of the designers of tomorrow, who are able to fuse traditional fashion craftsmanship with highly augmented reality. Versatile conceptual creativity capable of connecting fashion heritage with metaverses.”
METAVERSE AND FASHION. Italian realities
Operational processes are already active with emerging realities such as BLOCKVISION, born in the Bologna region, which deals with traceability and Web 3.0 defines itself as a blockchain store specializing in the digitization of businesses and products. With a list of passionate customers under its belt, here are three BLOCKVISION recommended activities to enhance the value of collections and create new interaction experiences: trace, digital twin And one application Smart stickers. BLOCKVISION has developed a platform where supply chain and products can be tracked on the blockchain in a few simple steps. This means not only increasing the visibility of the supply chain and brand transparency, but also protecting the design and brand from counterfeiting. Thanks to traceability, it is then possible to automatically create a Digital Twin for each product, in other words an alter ego in the form of an NFT that contains all the information – from the originality to the quality of the materials up to the paternity of the design or the current owner. This important data is accessed by scanning a smart label, i.e. an expanded packaging solution that intersects QR codes And the NFC tags To reveal the true identity and history of the product. The Smart Label acts as a true seal of authenticity, while creating direct 1:1 communication channels between the brand and consumers and potential consumers.
Fashion and dimension. international realities
Finally, the latest international news regarding virtual principles is following in the footsteps of fashion Tommy Hilfiger And from Half. The first has always opened its first store on the gaming platform Roblox, which has actually been around since last December with a collection created by eight digital designers. The same has created a space inspired by street art and so on Bronx Where the stone animal statues take on the features of those in New York Zoo. The entire collection can be purchased in the boutique Bob Tommy Jeans It consisted of bomber jackets, anoraks, hoodies and accessories like a bucket hat and bag with the logo. In the midst of a dispute over returning some platforms to their original purpose, just before summer, Half threw the first Avatar shop – Available on Instagram, Facebook and Messenger – where you can choose a designer theme for your virtual self. The launch witnessed the participation of three brands in the luxury sector: Prada, Balenciaga And the Tom Brown. “Digital goods will be an important way to express yourself in the metaverse and a critical driver of the creative economy,” he said.Eve Chen, Director of Fashion Partnerships at Instagram. It was a virtual presentation of the avatar “the first and only to feature the exclusive participation of Mark Zuckerberg”Chen adds to presenting the fashions made by the brands.
Alicia Caliendo