While the world of digital fashion has significantly transformed the way brands and designers communicate with their customers, it has not yet fully flowed into physical fashion weeks. In fact, the FW23 edition of New York Fashion Week was arguably one of the first to really see the concept in the spotlight, both at the official events and those taking place in parallel.
FashionUnited has rounded up all of the Metaverse-related events happening throughout the week, from parties for techies to virtual collection drops.
Syky celebrates with fashion tech experts
As part of the first event since its launch in January 2023, Web3 fashion platform Syky partnered with Calvin Klein and iD to host an exclusive party that brought together emerging designers and leaders in the fashion tech industry. The party was all about celebrating the future of fashion, which Syky believes lies in the marriage of luxury fashion and Web3 technology.
A particular highlight of the event was the presentation of digital design collections by six members of the Syky community, including London designer Charli Cohen, New Yorker Jacqueline Assar and British creative Clare Maguire.
Founded by former Ralph Lauren digital boss Alice Delahunt, Syky aims to provide a platform for users to create, curate and share their digital fashion collections. The company recently announced the closing of a $9.5 million round of funding to support its marketplace and incubator mission.
Private Policy brings nature-inspired collection to AR space
For their FW23 collection, titled We Are All Animals, New York brand Private Policy has entered the metaverse with augmented reality (AR) renditions of three garments from the collection. The pieces were created in collaboration with the AR fashion platform Zero10, which allowed users to try on the garments after the fashion show via their app.
The collection itself referenced the dynamic between humans and animals, with baby versions of different animal species incorporated into the graphic design of certain pieces. Garments took on utilitarian forms with details like straps, tactile pockets and buckle closures, while also infusing gothic and grunge subcultures. The selection also included upcycled denim items donated by the brand’s community and outerwear made from recycled faux fur.
Digital Fashion Week NY expands reach of Metaverse fashion
This wasn’t the only place Zero10 had a presence. The tech company also partnered with Digital Fashion Week NY to collaborate with five designers to create five looks in AR. The event ran alongside NYFW, although it was unrelated to fashion week itself. Instead, it was intended to serve as an extension of the event and offer those interested the opportunity to explore the world of fashion technology and the metaverse.
Events for visitors included networking and panel discussions with talks on how to adapt to the future of fashion. An animation screening was also shown, showcasing a range of phygital fashions while also being able to participate in AR features, NFT drops and Metaverse experiences. All of this combined into a full online experience where attendees could explore an immersive space and participate in further panel discussions and presentations.
Vivienne Tam brings NFTs to fashion week
CFDA member Vivienne Tam offered an alternative take on engaging the metaverse with her collection that brought the digital world directly to the physical runway. In her FW23 collection “Weaving into the Metaverse” the designer was inspired by a utopian vision of Hong Kong — a place where web3, blockchain and the gaming world are already widespread. A selection of pieces features images of the 12 Chinese zodiac signs alongside visualizations of Web3 NFTs, which Tam sees as “the cradle of civilization woven into the Metaverse.”
“Since the dawn of civilization, humankind has used images to communicate and document our history; now she uses imagery to create new currencies, communities, environments and even worlds,” the designer said in a statement.
Coinciding with her NYFW presentation, Tam also mirrored the physical experience at an afterparty where guests could access both the real and Metaverse worlds via live portals.
BCBGMaxAzria Collaborates With Maeve Reilly On Digital Show
In addition to the physical collaboration with the famous stylist Maeve Reilly, BCBGMaxAzria also presented its collection in a digital format during a fashion show on the open-world platform Decentraland. The virtual event was hosted by avatar versions of Reilly and the brand’s creative director, Albino Riganello, who unveiled a 16-piece eveningwear line. Each of the models appeared in physical form prior to the online event and can be purchased in the real world.
“The goal is to truly expand the campaign to a global consumer base. A lot of people don’t have the opportunity to go to a fashion show, or if they watch it on video, they’ve seen it a million times. Here they can immerse themselves in this new medium and see something fun and exciting where they can view the collection,” Tim Reid, executive vice president of Marquee Brands, which owns BCBGMaxAzria, told WWD.
This article originally appeared on FashionUnited.uk. Translated and edited by Simone Preuss.