nft game image banner for Metaverse and Web3 Presence Felt at Paris Fashion Week 2022

Metaverse and Web3 Presence Felt at Paris Fashion Week 2022

Posted October 17, 2022 8:04 pm
7 min
By Sossi

Fashion week in the major fashion centers of the world such as;  Paris, New York, London and Milan, has always stood out in the fashion industry, however, slowly but surely, something new is taking shape during these events in 2022, namely digital fashion.

Digital fashion first appeared in Decentraland, a decentralized virtual social platform on the Ethereum blockchain, that took place March 24-27, 2022.

The second major appearance was during New York Fashion Week (NYFW) that was held from Sept. 09 to Sept. 14, 2022, the presence of technologies such as cryptocurrencies, blockchain, and the metaverse was undoubtedly evident, demonstrated by the Bored Ape Yacht Club and CryptoPunks avatars at Vivienne Tam’s show.

Paris Fashion Week 2022 took place from September 26 to October 4, 2022, here also, at the third major fashion event during the current year, the Paris Fashion Week made a clear statement about where the fashion industry was heading. In addition to the traditional physical, in person fashion shows with tangible wearables, the attendees were able to get a taste of Web3 incorporated digital designs as well.

“M3TALOVE”; Web3 meets Traditional Fashion and Music

Paris Fashion Week was a platform for cooperation and collaboration among traditional fashion designers as well as virtual fashion designers working with 3D tailoring techniques. The presence of Web3 in this event was the result of a collaboration between the virtual fashion company BNV, Brand New Vision, the Weinsanto brand and the Korean pop group Lightsum .

The Web3 collection was named  “M3TALOVE”  collection, and it consisted of eight virtual looks. Each look was inspired by one of the eight members of Lightsum, and they were presented with some glamor on silvery doll-like avatars.  

M3talove
Source: BNV

The M3TALOVE collection, which Richard Hobbs told Cointelegraph that it was inspired by merging K-pop culture with fashion, was not part of the traditional catwalk, it was debuted right after Weinsanto’s official Paris Fashion Week show took place. M3TALOVE was displayed in a subterranean dark room two floors below, in glass cases displaying the 3D holograms of the digital collection. It seems the designs will be released as Ethereum NFTs that will be sold on BNV’s website. BNV founder and CEO Richard Hobbs hosted the two separate events as he told Decrypt “Whatever happens in the metaverse, it’s got to have relevance to people’s real lives”, referring to the traditional fashion designs followed by the 3D hologram digital collection.

Hobbs continued to say, “It’s about experiences, that’s what people want these days.” He also said ”It’s the combination of fashion and tech.”

The Metaverse, Self-expression and Fashion

Hobbs told Decrypt that digital fashion and working with 3D technology for the metaverse brings several added values to the industry including the opportunities it offers to let imagination take over, enabling designers to explore far out and even physically impossible apparel and accessories.

According to Victor Weinsanto, “creating looks in the metaverse offers such an incredible design opportunity to express yourself in an entirely new way.” 

Bella Hadid
Source: thecut.com

Highlighting the importance of crossover events between traditional and digital fashion, Hobbs said that BNV is working towards creating a digital fashion future not only for virtual designers, but also for stylists, editors, and many other traditional professions, “awareness needs to grow over the next few years for digital fashion to achieve its full potential,” he said.

Paris Fashion Week offered another futuristic novelty that was presented at the Coperni show in the form of a spray-on dress worn by supermodel Bella Hadid.

Socioeconomic Issues

Several socio-economic, cultural and environmental messages were highlighted through the Paris Fashion Week, presenting digital fashion as a means to address several calamities that modern societies are suffering from.

Sustainability

An estimated 92 million tons of textile waste is created annually by the fashion industry. The U.S. EPA estimates that textile waste occupies nearly 5% of all landfill space.

According to the Council for Textile Recycling, 15 percent of textile waste gets donated or recycled, and the remaining 85 percent goes to landfills. That’s 21 billion pounds of textile waste going to landfills per year! On another note, after it was reported that a typical New York Fashion Week emits up to 48,000 metric tons of carbon dioxide, there were calls for the fashion weeks in London, Milan, New York and Paris to rein in their harmful environmental impacts. Calls are arising for more responsible industry practices.

Victor Weinsanto, a French designer who launched his brand in 2020 told Cointelegraph that in the metaverse, creators will be able  to design without having to use real fabrics and materials. “In a sense this ensures sustainability, even though a lot of energy and time is used to create such collections,” he said.

“BNV’s business is digital fashion. If people can wear more virtual products and express themselves in that world while consuming less in the real world, that’s probably a good thing,” he said.

Balmain

Another French luxury fashion house, Balmain introduced its “Balmain Thread”, the brand’s Web3 hub that is powered by the XRP Ledger, a decentralized public blockchain, its purpose is to bring the Balmain community together through NFT projects.  CEO Txampi Diz,  said that Balmain’s creative director and the Balmain team are all aware that they need to make fashion more accessible to everyone, hence the purpose of “Balmain Thread”.

During this event, Balmain Thread demonstrated its efforts to make the fashion world more accessible and inclusive than exclusive in three ways. First, Diz explained that when participants picked up their tickets for the Balmain Festival, they were also given the chance to become part of the Balmain Thread community. Also, individuals who were live streaming the festival were given links to participate on Balmain.com. Finally, he said;

“And all of those in the audience on the evening of the festival were invited to join by launching ‘The Moment,’ which is a mobile photo experience app powered by MintNFT that allows participants to transform their favorite Balmain Festival fashion moment into their own unique NFT.”

He continued to say “Inclusion is a keyword in fashion, as we all know that the old vision of exclusivity and closed-off experiences is just not feasible for the new generation of fashion lovers. Web3 is one of the many interesting new tools that allow us to open our world to those who wish to enter.”

Faith Connexion

Faith Connexion is also a Paris based fashion company that displayed its Web3 platform called “Faith Tribe”. Co-owner and co-founder Maria Buccellati told Cointelegraph that Faith Tribe is an incubator under Faith Connexion that brings together independent creators. It makes it possible for creators to design and customize both digital and physical fashion that can eventually be turned into NFTs. Buccellati said that Faith Connexion is an inclusive brand and that they are leveraging Web3 to give power back to creators.

During Paris Fashion Week, Faith Connexion announced that Gavin Magnus, a 15-year-old pop star and social media influencer, will be working with the brand to make an NFT line.

Wahid Chammas, co-owner of Faith Connexion, said that they are already collaborating with hundreds of new designers to help them develop their skills by providing them with tools like virtual studios, IP registration, and NFT minting.

There was a noticeable effort during Paris Fashion Week to raise awareness about Web3. Hype, an agency that helps brands get started in the Metaverse, held its digital fashion soiree at the event to teach people about Web3. Enara Nazarova, VP of Metaverse at Hype told Cointelegraph:

“Inspired by the success of our New York Fashion Week soirée, we convened at the top of Centre Pompidou, where we welcomed the leading builders in the Web3 space to discuss what comes next for the fashion industry.”

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