In a non-physical world where all things are possible, we can boldly express ourselves without limitations or boundaries,” outlines Michaela Larosse, Head of Content & Strategy, The Fabricant.īetween science fiction and reality, there seems to be just a thin line. “From The Fabricant’s perspective, we are building our business for a future where physical fashion becomes utilitarian in response to our planetary circumstances and the need to preserve natural resources, but the digital environment is where we will let our fashion imaginations run wild. The frontier between real and digital could play a part, and allow consumers to wear the most extravagant outfits without harming the environment for a second. A real achievement for these virtual girls.Ĭan new technologies help boost sustainability?Īs fashion is currently undergoing a major transformation, one might wonder how virtual reality, avatars, or even video games can be used to reduce the impact of one of the most polluting industries on the planet. But she’s not the only one, influencers like Noonoouri (374,000 followers) and Imma Gram (331,000 followers) can also boast of being highly sought after among the fashion crowd. The Digital Fashion Report tells us that searches for the Moncler x Rick Owens Tonopah down jacket increased by 43% in December following the release of the digital magazine Euphoria where she appeared on the cover. Virtual influencer Lil Miquela is now leading the way with her 3 million followers on Instagram. It’s a phenomenon that isn’t exactly new as the brand Forever 21 was already experimenting with hologram models in 2011, while Olivier Rousteing, creative director of Balmain, presented a campaign worn by virtual models Margot, Zhi, and Shudu Gram in 2018. They may just be avatars, but they manage to draw crowds and accumulate up to several million followers on social networks. The advent of virtual influencersĪnother trend not to be overlooked is the spectacular success that virtual models and influencers are enjoying. In mainland China, players of a mobile game called Honor of Kings can dress the game’s heroine Yao in two Burberry skins exclusively designed by Riccardo Tischi himself. Consumers also seem to have appreciated the presentation of Gucci’s circular fashion line, Off The Grid, in “Sims 4,” as searches for pieces from the Italian house took off by 82% in the following days. The same is true for searches for Burberry’s TB Monogram collection (+32%), which jumped after the presentation of the “B Surf” game featuring pieces designed by the British house. Sketches of the two skins Burberry designer Riccardo Tischi created for mobile game Honor of Kings
Virtual fashion styling skin#
‘The Spirit of The Forest and Ocean’ Legend skin (Image: Burberry).