Is screenwear the new streetwear?
Apparel brands and designers are increasingly interweaving digital design with physical fashion as people spend more and more time online, be it in meetings, social media, or video games.
The new wave of fashion technology includes everything from adjusting the appearance of avatars in online games, to digital sampling and fitting, to virtual runways and fashion shows.
Founder of virtual reality and streaming startup Inverse Darren Vukasinovic says interest in digital fashion and technologies like augmented and virtual reality surged during the pandemic as people moved to online spaces like Zoom and Teams. said he did.
He says it wasn’t long before people started asking, “What is my identity when I live in a digital space?”
“I saw it in the creativity of the backgrounds that people started using, the virtual backgrounds. When you answer these calls, it’s normal the first few times…and suddenly the backgrounds are more elaborate, the filters are more elaborate will be.”
australian fashion designer Daniel Abakian He says digital techniques such as 3D patterning and rendering can reduce the cost, effort, time and waste associated with traditional fashion sampling.
Avakian said: Hand it to the pattern maker, and the pattern maker will make a sample for you. And all this takes time and money.
“And there are dozens of people doing it in the back room. You can save a lot of money on it.
“And sampling won’t have to be wasteful … you can see it digitally … it will create new and efficient ways for people to experience fashion.”
Avakian’s company has experimented with using 3D body scanning technology to create red carpet gowns.
“yes [for] Some of the red carpet works we have done in Australia, clients have undergone body scans and in a matter of two weeks we have made a red carpet dress.And through body scanning technology we get all the measurements… My factory can custom make the garment from your design. ”
The efficiencies of these new digital processes provide sustainability benefits in the form of reduced greenhouse gas emissions, waste and transportation miles when sending new season garment sample sets around the world. Conversely, some technologies, such as blockchain and cryptocurrencies, can consume large amounts of energy.
Avakian says he recognizes the need to upskill and educate fashion, textile and design students to ensure they understand these new digital concepts.
“We teach young designers how to use 3D pattern making software to show and see changes to lapels and changes to dresses.”
“Screen wear” is the term used for technology that allows people to add photorealistic clothing to their social media photos. This gives people the opportunity to buy and “wear” items that they would not otherwise be able to choose or buy in the real world.
Eugene Leung, creative director at a fashion and design company Injurysays digital fashion and 3D rendering can also help eliminate the real-world waste that occurs when certain types of consumers, such as Instagram influencers, buy and wear clothing only once.
“Digital fashion can basically satisfy the desire to consume, but in a more sustainable way,” he says.
The digital and physical worlds are merging more and more. For example, Leung says that after a customer purchases a digital piece of clothing, they may ask for a physical version.
Digital producer and retired model Kaitlyn LomaxThe technology already exists to render digital clothing into photos of people and avatars in games, according to the company.
“When you’re talking about fashion with something that’s rendered and simulated. You get such high-quality, beautiful visuals,” she says.
According to Lomax, “digital-first” designers are more focused on developing clothing and styles (called “skins”) for computer games and on-screen metaverse avatars than fashion in the physical world. .
According to Avakian, digital campaigns can also offer new ways to market clothing.
“and new york fashion week, took our finale dress … Metaverse asset, brought it into the real world, and had it walked down the runway. ”
“We sold quite a few dresses from the Metaverse image as actual clothing,” he says.