Fashion and the 'Metaverse'

The Metaverse is a vague term that can be somewhat interchangeable with the word cyberspace. The term doesn't really describe any one particular form of technology, but rather translates to how we will interact with tech as a whole in the future. The Metaverse includes VR and AI, equates to a digital economy, and the fashion industry is jumping in headfirst!

Remember those halcyon days, of 2020 when we still bought physical clothes from physical stores? As my 11 year old would say, "Who even does that?" [Insert eye roll]. From Balenciaga's excursion into Fortnite to a virtual Gucci Garden experience, everywhere you turn someone is going Metaversal! Although a virtual pair of Chiara Ferragni sunglasses doesn't quite hold up to the real thing, Gen Alphas say these platforms are a way to feel a part of a previously exclusive world.

This spring the first week-long Metaverse runway show was held in a series of unique digital worlds. While designers such as Mimi Wade, Mowalola and Collina Strada have shown individual collections on the virtual platform IMVU, the event has been dubbed fashion's first metaverse show and included a packed schedule of catwalks from the likes of Dolce & Gabbana, Hugo, and Tommy Hilfiger to name a few. There was even a virtual performance by Grimes. Maura Welch, the vice president of marketing at Together labs, a tech company that operates the metaverse platform IMVU, has this to say about the event, "It broadens the audience and allows people who can't drop that kind of money on fashion to be able to experience it, which is super empowering."

For some, it's a way to experiment and express themselves without the anxiety IRL. For others, it's a creative way to get instant feedback on their designs to see what users are interested in. To me, a person who grew up with tangible items for their hard-earned money, it seems a tad bit SUS that people are dropping very real money (and lots of it) in the metaverse for intangible, digital wares. Not to mention the missing aspect and sensual pleasure of wearing clothing and the feel of the fabric itself.

So what will the future impact of the metaverse be on the fashion industry? It's too soon to tell, but the possibilities are endless.