Tag: fashion brands

In the past years, technological innovation and shifting consumer behavior have changed the fashion game. The latest, most exciting ones to date, are the virtual catwalks and digital couture—changing the way fashion is represented and consumed but more importantly created. Yet these innovations are some fleeting fad, providing a sea change in the landscape of fashion to talk about in times to come when digital and physical blend seamlessly. The Rise of Virtual Catwalks The concept of a virtual catwalk isn’t precisely new. However, the way it was executed over the years has changed drastically. Traditionally, fashion shows are at the epitome of the industry, allowing designers to have parades showcasing their newest creations to the elite. With the COVID-19 pandemic and its restriction on physical gatherings, this suddenly changed as designers turned to digital presentations to meet their audiences. Virtual catwalks are an interesting alternative, for they allow the designer to do digital showcases of collections. These shows can be broadcast live or pre-recorded to allow viewers the flexibility to participate from any part of the world. Compared with actual catwalks that are essentially limited by construction and rigidity, virtual catwalks can be created with new staging and lighting effects. It enables creativeness, and thus, more engaging and creative presentations can be carried out, which at times may not be practical in a physical space. Moreover, catwalks democratize access to fashion. While real shows are mostly exclusive, virtual presentations allow reaching a large number of people around the world, even people who were not given the chance to be part of any famous fashion events. This shift falls into the general trend of openness that fashion is undergoing presently, opening itself up to various kinds of audiences. Digital Couture: When Fashion Meets Technology Another breakthrough revolutionizing the fashion world is digital couture. The latter, in contrast to traditional couture, is handmade. Instead, it’s a completely virtual process for creative design, where the designer makes digital clothing using special software. It never really leaves the virtual realm but can be displayed during a virtual fashion show, sported by avatars within the digital space, or used for augmented reality experiences. Probably the most outstanding feature of digital couture is that it can go beyond the physical. It can flout basic tenets of physics, thus offering designers the kind of freedom to come up with fairy-tale pieces that would turn out impossible to obtain with classic materials and techniques. Impact on Fashion Commerce and Consumer Experience The nature of fashion commerce and consumer experience is also being changed by this digital couture catwalk. Virtual fashion shows and digital garments help to enable new levels of engagement between brands and customers. Other interactive features—like the ability to try a digital garment virtually or examine 3D models of the garments—further enhance the shopping experience and hence provide an immersive manner for consumers to connect with fashion. NFTs have also been part of brands’ experiments in fashion. Since they are distinct digital assets, NFTs could be used to prove ownership of digital garments or limited pieces of fashion. By using NFTs, designers and brands can be allowed to give out unique digital fashion pieces that can be traded, sold, or purchased in virtual marketplaces. This fusion of blockchain technology opens new streams in revenue creation and links exclusively with digital fashion. Challenges and Considerations While virtual catwalks and digital couture open up a field of tantalizing possibilities, they are not unproblematic. One of the most significant challenges is how to ensure that advances in technology are equally at the disposal of designers and consumers alike—the ‘digital divide.’ As digital fashion becomes more established, questions of intellectual property and digital rights management will more and more need to be confronted in support of the creations of designers. Looking Ahead The future of fashion will undoubtedly be linked to the new virtual and digital technologies. Virtual catwalks and digital couture are not momentary innovations; rather, they portray some important changes in how fashion is conceptualized, created, and consumed. The extent to which these developing technologies will further shape the fashion industry and how designers and consumers engage with fashion remains to be seen. Conclusion Inclusive creativity and sustainable style are what the future of fashion is about, and virtual catwalks with digital couture show the way forward. As the industry embraces these innovations, it will go on to evolve, inspiring and opening up a glimpse into the future wherein fashion will be only bounded by one’s imagination.