In the fast-changing fashion world, innovation is key. Technology is making a big difference, especially in how we do fashion shows. Virtual Reality (VR) is changing the game, giving designers and fans a cool and futuristic way to enjoy runway shows. Digital fashion shows in VR bring together fashion and technology, opening the door to a creative and accessible new era.

Borne Out Of Necessity: Digital Fashion Shows In Their Infancy

The realm of internet fashion shows is a brand-new one. September 2020: The fashion weeks in New York, London, Milan, and Paris continued. While a few megabrands physically displayed their collections, the majority opted for digital fashion displays. Several more people were invited to observe how brands of all sizes accepted the challenge of showcasing their ideals in a digital format from the comfort of their own homes beyond the velvet cordon surrounding the fashion industry. However, following criticism made it evident that it would be difficult to strike a balance between producing a spectacle, writing an engaging plot, and showing the actual garments. What will remain of the steps taken in this new digital orientation once we emerge from the pandemic’s grasp and live fashion shows are approved once more?

In September 2020, internet fashion shows changed things for big and small companies. The usual high barriers and exclusive nature of the fashion world became less strict, making fashion shows more open to everyone. For the first time, people from all around the world could join in, and more people watched the shows. Take Dior, for example, at Paris Fashion Week. When they showcased their spring/summer 2021 collection, a whopping 95 million people watched the livestream on various platforms. This was a big jump from the 12.3 million viewers during the autumn/winter livestream a few months earlier. It made the fashion show scene more democratic and accessible to a global audience

Big fashion players did impressive things: Burberry took models on a cool journey through the mountains on a moving vehicle, and Louis Vuitton mixed digital and real by using a green screen with images on the walls next to the actual runway. Balenciaga stood out by showing their collection in a music video set in a nighttime Paris walk. Even smaller companies, like Jason Wu, found success with a private rooftop show that people could also watch online. Another was the movie “Amor Fati” by Marine Serre, and Khaite provided an augmented reality experience in which guests could view objects by scanning a QR code, and they would subsequently materialise in 3D on their phones.

Growing Pains

The usual things like the location, models, and attendees weren’t as important in the fashion shows of the past. What really mattered was how entertaining and engaging the videos or experiences were for the audience. People gave both praise and criticism for the many brand donations. Big names in fashion felt the pressure to change how they show off their designs. However, many felt there wasn’t enough audience engagement, maybe because there wasn’t enough interesting storytelling in the videos. It seemed like no one had a long-term plan. It would have been interesting to see more things like Gucci’s mini-series or a fashion presentation in the form of a video game.

Chanel, Dior, and Louis Vuitton stuck to their usual ways and didn’t go fully digital. According to data from Launchmetrics, which measures success using Media Impact Value (MIV), these brands made the most money during the season. MIV shows the financial impact of media appearances and mentions by influencers in fashion, luxury, and beauty. It helps companies see how well their marketing is working. Even though many still like attending live events, the challenge for these exhibits was to create something new in the digital world that wasn’t just temporary.

The main problem was that many presentations only showed the looks, often in a runway style. While this was okay for dedicated fans, it wasn’t interesting enough for casual viewers. The most effective shows were the ones with a personal touch, like Bethany Williams’ film honoring a mother and child or Roksanda’s film showing three generations of women from one family. Similarly, Miuccia Prada and Raf Simmons’ interaction with the audience at the end of the online runway was well-received.

Game Engines Powering Digital Fashion

Paula Sello and Alissa Aulbekova’s company Auroboros is a futuristic style brand that keeps a human touch. A highlight of Metaverse Fashion Week (MVFW) on the VR platform of Decentraland, in partnership with musician Grimes, showcased their innovation. They received an Epic MegaGrant in May 2022 for using Unreal Engine (UE) creatively and advancing open-source 3D graphics.

Gary James McQueen, a designer and artist, also got an Epic MegaGrant for his digital work. His Guiding Light fashion show on UE, starting in 2021, presents 20 menswear and womenswear outfits in a magical setting. Before making the real clothes, you can download each item for an augmented reality try-on and view it in a digital showroom. These digital clothes are available for purchase through DressX, a “digital closet” where users can request images of themselves in the latest McQueen creation.

In an interview with The Interline, McQueen predicts that more designers will embrace digital events for their creative possibilities as technology advances. He encourages others to explore new tech approaches without fear of setbacks.

Software ecosystems are now creating gamified fashion shows. Game engines like UE provide settings and models, cloth simulation software like Marvellous Designer is used for clothing creation, and real-time 3D painting tools like Substance Painter handle clothing textures. While these innovations might be best suited for major brands, they make digital fashion shows more accessible. This not only offers job opportunities for tech-savvy designers but also allows big companies to maintain their luxury status in the digital era.

The Future Is Now: Digital Fashion Week New York

As the September fashion weeks approach, Digital Fashion Week New York (DFWNY) stands out as a unique event that blends the digital and physical worlds. Designers are tasked with creating a mini-collection for the actual runway and a digital version for each item. The event, set on the rooftop of the Gerber Innovation Centre, brings a fresh and immersive experience, according to its founder, Clare Tattersall. DFWNY not only showcases innovative fashion but also raises questions about the practicality of digital fashion in real life. Tattersall wonders about the usefulness of digital fashion beyond runway shows and suggests that, while in-game skins are popular, social media may soon catch up in embracing digital apparel.

XR Studios doing effort for advancement in Virtual Reality applications

Virtual reality has opened up a world of exciting possibilities for the fashion industry. XR Studios is working hard to push virtual reality in fashion, making fashion shows more inclusive and innovative. This mix of fashion and technology is not just changing how we watch runway shows; it’s also giving designers the freedom to try new things. XR Studios is at the forefront of this virtual revolution in fashion.

Conclusion

A Mix of Realities Some people love the real experience of attending a fashion show with its fancy settings, lively lights and music, and the thrill of seeing the clothes in person. Others find freedom in the rise of digital fashion. The good news is that the future will likely be a mix of both. This should encourage more discussions and contributions for a fashion industry that’s kinder to the environment. Even in digital fashion shows, connecting with the audience is important, and presentations that focus on the human experience will always stand out.