Digital fashion continues to grow, 4 projects that anticipate the future
The evolution of online shopping with Augmented Reality, digital art as a decorative plus and the power of NFTs as a pass for exclusive experiences. Web3 is much closer than we think.
The copious migration of users that in recent weeks has been pouring from Twitter to the Mastodon platform , the federated social network created in 2016 by Eugen Rochko initially for gamers and nerds and today a transversal and inclusive space, will be causing Elon Musk to despair, but even smile the big brands in front of the umpteenth opportunity for new engagement with their audience. From the Metaverse to the Web3 , NFT and cryptocurrencies, digital fashion is evolving hungry and oblivious to the creeping skepticism in the limbo of the phygital condition with blurred outlines, halfway between the tangible and usable product and the virtual trail of the experience connected to it. Following the evolution and development of this new era of communication with airdopping, Augmented Reality and Avatar does nothing but multiply the question marks and perplexities. But will we really be captivated by the desire to appear covered from head to toe with our favorite brand in the Metaverse? Will we be proud of the latest digital shoes as beautiful as works of art but in fact marginal in everyday needs? Will we never go into a physical store again because we will buy a lot through the App with Agumented Reality? Above all, will the investments in coding and software development by fashion companies, Nike with RTFKT Studios and Roblox , adidas with Sandbox, bring them a real return? At the moment the fashion scenario is crowded with projects, mergers and collaborations designed to offer ideas for tech and economic development and refined loyalty with its consumer users. Last but not least is the opening in New York, right above the Supreme store, of EmpireDao, a co-working space dedicated to comparison and growth on the Web3 by companies. Here they are.
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FFFACE.ME X FINCH the real brand that incorporates digital art
Ukrainians, recently made their debut in Italy, in Milan, during the Milan Fashion Week on the occasion of the exhibition at the ADI Museum Hope Fashion Ukraine. The project sees the collaboration between the metamarketing agency FFFACE.ME and the clothing brand FINCH, created by Katerina Byakova and Maxim Golub in 2013, to present the creation of a sportswear-inspired unisex clothing capsule with a digital artistic value. Instead of wearing something that does not exist in reality, the flesh and blood body is put at the center to use it as a canvas, a canvas, on which digital art can come to life thanks to Augmented Reality. The works of the 7 international digital artists involved, including Ines Alpha, the muralist Waone Interesni Kazki and the Ukrainian designer Snezhana Chernetskaya, can only be seen and enjoyed by framing the QR code on the garment. Ordinary clothes that are activated once imported into the digital dimension thus become extraordinary.
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On Snapchat you go to shop with Augmented Reality
Snapchat is no exception. Just launched from the multimedia App, born in 2011 and become famous for filter lenses with dog ears, rainbow vomit and flower crowns, are the innovations on Augmented Reality and virtual Try-On specifically dedicated to elevating the shopping experience with fashion and beauty. From Prada to Gucci, from Farfetch to Dior to L'Oreal, MAC and YSL beauty, to which a prestigious French new entry will soon be added. The experience of Agumented Reality is a phenomenon that triangulates brands and users on a platform that defines herself as the one who adds a digital level to people's real life. If in April the App was enriched with a section dedicated to shopping called Dress Up where you can find all the new AR tools, the data collected to date speak very clearly. Geoffrey Perez, Snap's Global Head of Luxury, explains that "the growth in the use of this technology by users is exponential: this is why we have worked a lot with brands to understand what they need to enhance the product experience for their customers. consumers, thus developing new features such as the Body Mesh Lens or the Camera Kit for shopping for Puma ". Body Mesh, for example, allows you to wear a garment full body and animate it on the body based on the material of which it is made in reality, placing it in the space respecting its proportions. "Sizing and fitting are now at the center of our efforts to improve the experience. In doing so, users buy something they know the final yield and, above all, reduce the percentage of returns thus generating global pollution containment." Perez adds. If more than 250 million users of the platform have used try-on lenses for more than 5 billion times, it means that this is the way to see the online shopping experience evolve and not only without losing the essence of enjoying the beautiful of reality, the real one.
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With NFTs Prada flies to Dubai and Miami Art Basel
With the sixth drop of the Timecapsule Prada series, a limited edition in combo with the creation of an NFT, the funky atmosphere of the patchwork shirts of the 70s is relived thanks to the creative use of fine fabrics from the Prada archives, reworked and reworked in a way unique. The garment is therefore a one-of-a-kind piece enriched by the November writing on the back and an Upcycle patch. So far nothing new. What will instead be enhanced concerns the digital fashion experience for the user during two appointments on the Prada agenda, such as Prada Mode Dubai and Prada Extends Miami in conjunction with the 20 edition of Art Basel (from 29 November to 3 December, ed. ). Thanks to the NFT pass received with the purchase of the Timecaspule, the Prada Crypted NFT community will thus be able to take part in the eighth edition of Prada Mode in Dubai with an installation by the artist Damien Hirst and, on December 1st, inside by Prada Mode, the traveling social club dedicated to contemporary culture, with Prada Extends in Miami. Owning that NFT will allow you to participate in the exclusive live event curated by electronic musician Richie Hawtin aka Plastikman, along with a program full of delightful activities. To access, register in the “Experiences” section of the Prada Discord channel.
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ASICS: the ASICS x Solana UI collection is coming
It is the first physical product distributed globally and orderable via USDC on Solana Pay. Alt, let's translate it. For USDC we mean a cryptocurrency defined as stablecoin, which is a currency that can always be redeemed (1 USD Coin for 1 US Dollar) because it has a fixed value. SOLANA, on the other hand, is a decentralized payment system that allows the exchange of USD Coin, SOL and other native tokens of the source platform on which it is possible to make purchases. Having established this, it is clearer to understand how a brand like ASICS has combined the best of physical commerce with digital to provide a unique experience to its customers / users. So what can you buy? The Asics GT-2000 ™ 11, a running shoe exclusively designed to bring the Web3 community to move according to a criterion of healthy sportsmanship. Customized, once purchased you will receive, included in the package, an ASICS NFT loyalty badge and an airdrop of a limited number of ASICS x STEPN GT-2000 NFTs in light mode and dark mode , a metaphor for the balance between time spent on the screen and physical activity.
