Like many other industries, fashion had to reimagine many of its key visual marketing components which happen to be their runway shows and campaign activations due to COVID-19 protocol. This has led to numerous brands taking an adventurous dive into digital fashion and creating more immersive experiences. There are a number of brands that have been leading this direction such Balenciaga, Sunnei , Moschino, and GCDS with their unique approaches to show us they can still captivate an audience while were at still home.
Balenciaga has been the number one brand in being able to blend storytelling and visual submersion to create a world that feels bigger than fashion. With the release of their FW21 ‘Afterworld: The Age of Tomomrrow’ video game it not only introduced us to their new collection of clothing it also introduced us into a distant futuristic cyberpunk-esk dystopian wasteland as we able to maneuver through different worlds. Balenciaga’s use of unreal engine and collaborative efforts with a number of different creative studios played a pivotal role in creating the strongest immersive environment possible.
Balenciaga followed up their FW21 campaign with a digital video that displayed a futuristic love tale, which was like of reflection of emotions that people separated from loved ones may be feeling while in isolation.
It’s safe to say that Balenciaga is leading the charge forward into creating more digitally captivating content to be more than just the clothes but to create experiences that make the clothing more meaningful to an audience.
Sunnei the Italy label is another brand that has been able to keep pushing digital fashion into a new direction with their SS21 and FW21 Sunnei Canvas show that consisted of CGI models under their new unfoldment of ‘Canvas’ which is Sunnei new VR implementation that allows the customization of a number of current/past Sunnei collections that start out as blank white canvas with free reign to get creative as possible, in fact a number of different retailers were given the opportunity to digitally customize the shape, fit, and materials used in each piece.
This attention to detail allows more thoughtful usages of consumer interaction and content creation puts them head of the curve because it allows them to feel more involved in the creative process instead of being a bystander in most instances.
My favorite show had to be the Moschino SS21 because they opted from doing a video game based approach but instead a show involving marionette dolls. Not only did each doll wear pieces from the collection they also were crafted to resemble each of the model that wore the piece. This was so nostalgic yet refreshing because its unexpected, being as unconventional as humanly possible is something you can always expect to get from Jeremy Scott.
GCDS had to be one of the strangest digital shows that was shown last year. It was very dream like because it took place in the most far out environment in some distant part of the universe. The audience was comprised of care bears, Dua Lipa, aliens, and whatever else you could possibly imagine, the same could be said for the casting as well. The models were all shapes and sizes, had all kinds of hair styles ,skin tones, there was even an alien with one eye. It all blended together to make almost feel like you weren’t watching runway show. It all made sense in away because pieces in the show were in collaboration with the popular tv show ‘Rick and Morty’.
What I love most about all these shows is how each of them have there own creative direction that’s identifiable to each specific brand but is universally captivating regardless how niche the clothing might be. This potentially could be the thing that’s needed in fashion to break the mundane cycle while incorporating digital asset such as NFT’s in the space of fashion while the community continues to grow, or it it could just end up being something that was experiment was used during the 2020 during global pandemic.