Forced to adapt to the challenges brought about by lockdowns, luxury brands are now placing a strong emphasis on virtual fashion. In this week’s BLSTK Replay, a strategic luxury industry monitoring content developed by BalistikArt, we delve into this phenomenon.
With the ongoing pandemic and the rapid advancement of digital technologies, luxury brands have had to expedite their adoption of new digital platforms. While physical fashion shows have been put on hold due to the pandemic, the industry has quickly adjusted by offering virtual shows set in captivating digital spaces. What’s fascinating is how brands have completely shifted their approach towards animation to meet the demand for virtual fashion. From video game-style runway shows to 3D models, the fashion industry is revolutionizing the textile sector through innovative 3D digital design techniques. This new form of fashion, often referred to as “fashion 2.0,” particularly resonates with the younger generation, whose purchasing motivations are evolving. Comfortable with digital platforms, millennials are the perfect target audience for this more sustainable industry model, as it involves no physical textile production while maintaining boundless creativity. The realm of digital fashion has immense potential for major fashion houses, as it expands the sector’s economy and enables the creation of digital fashion brands such as The Fabricant or Tribute Brand. It marks the advent of a new fashion narrative for the 21st century.
©Tribute Brand
To illustrate the impact of virtual fashion, we can look to fictional influencers like Lil Miquela, who have brought an entirely new dimension and perspective to the world of runway fashion, especially for brands like Tribute Brand. This brand proudly claims to be zero waste, creating clothes out of pixels instead of physical fabric. It’s fashion that exists solely in the virtual realm, offering clothing options for all genders, sexes, and sizes. This realm of creativity empowers everyone to don clothes that don’t physically exist in the real world. It’s a tantalizing lure on platforms like Instagram, where users often adopt different personas, each requiring distinct and impeccable dress codes. The impossible becomes possible, and the virtual space becomes the primary avenue for obtaining and producing fresh content.
Furthermore, in this week’s BLSTK Replay, we invite you to explore the new Chanel film “Inside,” which delves into the inner workings of the iconic fashion house. We also highlight the emergence of a new Marvel hero and the vibrant conversations taking place on ClubHouse. Discover these exciting topics and more in the comprehensive BLSTK Replay for the week.
BLSTK Replay n°347, the luxury and digital review, spanning from March 30, 2021, to April 6, 2021, by Balistik Art.
Useful links:
– Tribute Brand
– Chanel
