Victoria G.L. Brunton breaks down the meaning of the metaverse and style in the cyber world so you don't have to.
First things first: let's address the headline 'Digital Fashion for Dummies'. To be clear, I am by no means an expert on all things cyber-worldly; it's such a new and evolving arena that it's hard to keep up with the constant breakthroughs and developments.
However, if you’ve ever attempted to explain platforms like Instagram or TikTok to someone who is not in the know (parents, I love you), you’ll understand the eye-twitching frustration that comes with it all.
When writing an article on a thought-provoking episode of the Tech Powered Luxury podcast featuring digital fashion brand Auroboros, I first broached the topic of the metaverse (specifically digital fashion), with my parents.
To say it didn't go well is an understatement. So, I’ve taken one for the team and written this comprehensive, brief, and basic run-through of the general concept and conversations surrounding it.
Hopefully, it saves you some trouble...
What is the metaverse?
To find out exactly what the metaverse is, I turned to Gen-Z's most trusted source of intelligence: TikTok.
It was there that I found tech-enthusiast and WAYE Founder Sinéad Bovell (@sineadbovell), who explains the metaverse as "a digital world that we can access via the internet". In this world, you can go to work, play, interact, and do everything as you would in reality via your digital avatar.
Essentially, it's what many in the tech industry believe to be the next iteration of the internet: an immersive and persistent virtual space where humans experience all areas of life.
Bovell maintains that while the metaverse is similar in some ways to being in a video game, she believes it will be so much more than that: "It’s the blending of the virtual world and the real world".
She explains that the metaverse could be used to shop smarter, map out your home for more efficient systems, or even get better and more immersive directions from apps like Google Maps.
The video she made in 2021 posits that the metaverse doesn't exist yet as she believes that, in order for it to "properly exist", we would all have to be actively participating in it.
Since this video was published, the metaverse has experienced undeniably exponential and rapid growth - both in terms of its endorsement and literal expansion. Some of the areas in which this cyber-sphere is particularly thriving include cryptocurrency, gaming, NFTs, and, of course, digital fashion.
What is digital fashion?
By definition, digital fashion is the visual representation of clothing built using computer technologies and 3D software.
However, to a 'dummy', like myself, that means zilch.
To learn more about digital fashion, I found an article by Catherine Erdly for Forbes that proved extremely informative. Erdly describes the concept as "an intersection between fashion and gaming", typically aimed toward younger generations whom she refers to as "digital natives".
It is a place where people can express themselves and their personalities by "purchasing digital outfits that their avatars can wear in digital worlds".
To some, this may sound outlandish, but then again, so did the concept of social networks, cryptocurrency, and virtual reality when they first arose.
Speaking at Roksanda's Autumn Winter 22 catwalk, where the brand launched a series of NFTs alongside their collection, CEO of the British Fashion Council Caroline Rush advised more sceptical brands to keep their minds open, saying: "Don't sit back and think 'this isn't for me'."
Futurist, business advisor, and keynote speaker Doug Stephens also argues for this growing area. In an article for the Business of Fashion, he wrote that "it’s exactly the right time to take these visions of the future seriously."
What purpose does it serve?
Unsurprisingly, COVID-19 provided the perfect environment for the concept of digital fashion to grow legs. As a result of global lockdowns, countless brands were forced to swap in-person runways for cyber-catwalks, replacing models with virtual avatars, and booking spaces in the metaverse for their fashion week events.
Pandemic aside (we’re all hoping a situation like that does not rear its ugly head for quite some time), digital fashion enthusiasts would argue that this growing area of the industry provides benefits within three key areas: sustainability, accessibility, and inclusivity.
In terms of sustainability, the zero-waste nature of digital clothing tends to be the main argument, with garments being made from pixels rather than textiles.
As for accessibility, finding clothes in the metaverse will be a breeze compared to slogging around the high street or searching for brands that will deliver to your country.
Writing for Vogue, fashion writer Christian Allaire touches on the benefits of digital clothing, explaining that social media has primed us for dressing for a digital audience rather than a physical one:
"Having tried Tribute's cyber garments myself now, I now see the appeal of it. I am often guilty of scrutinizing my outfit in photos, and if the fit is only slightly off, I will delete said photo.
"Looking at myself in these flawless virtual pieces, however, the end result had the desired effect that fashion should have: It made me feel good. Like me, but amplified.
"The only thing that would make the experience even better is if I could actually walk down in the street in these masterfully slouchy pants. But I can’t, because that’s not the point."
As for inclusivity, digital fashion may benefit those who want to partake in the art, pastime, and hobby that is fashion, but feel alienated or excluded by the current industry.
While a person's body type, gender, race or anything in between may leave them feeling out of place in the real world, digital clothing will quite literally be "one size fits all" - and that is extremely exciting.
While this is a continuously and rapidly evolving area that is very much under development, I don’t think we can deny the potential of digital fashion any longer.
In an article for Forbes, Nitin Kumar writes that the global market for digital fashion is "expected to grow to $4.8 billion by 2031 at a CAGR of 26.4%", and I for one am happy to jump on board that bandwagon.
