Since Mark Zuckerberg announced Facebook’s rebranding as Meta Company in November 2021, the word metaverse created ample curiosity. Everybody immediately hopped on Google to search for the word and understand its meaning. Going by the internet’s definition, the Metaverse is a 3D virtual space aimed at blurring the line between augmented and virtual reality.
Virtual reality is entirely artificial, made through animation. However, an augmented reality uses the real world or environment to impose computerised elements in it. Even though the idea is still unclear, the world is desperately trying to catch up- the Fashion industry being no exception.
The first-ever Metaverse Fashion Week (MVFW) took place in March 2022 and was a four-day event. Global brands such as Adidas, Balenciaga, Burberry, Gucci, Forever21 and Jonathan Simkhai have participated in Metaverse fashion shows.
What makes us brim with pride is India’s entry into this new-age technology! India’s first Metaverse Fashion Show took place in 2022. It was conducted by the Women Economic Forum (WEF), Women’s Indian Chamber of Commerce and Industry (WICCI) and India-Australia Bilateral Business Council. Through this platform, Shubhika Sharma became the first Indian Metaverse Fashion Designer. She showcased the collection NNL 2.0 from her brand, Papa Don’t Preach.
By entering the Metaverse, Papa Don’t Preach undoubtedly made an unforgettable mark in the history of Indian fashion. The designer established this brand in 2010 and it gradually became a hot celebrity favourite. They create larger-than-life, high-end fashion that is not for the faint-hearted! Their dramatic and exaggerated aesthetics have caught the attention of big Hollywood names like Chrissy Teigen, Katy Perry and Mindy Kaling.
So, how does Fashion in Metaverse really work?
Dress by Scarlett Yang. Source: dezeen 
Source: FRAME
Think dresses that dissolve in water, look like glass, or can change texture with temperature change. Metaverse designer Scarlett Yang digitally incorporated all these aspects into one dress in 2020.
In the Metaverse realm, designers create unique designs and environments, not by manual but technical labour. When Papa Don’t Preach displayed its designs, the Avatar models walked on majestic pink water instead of the usual ramp.
Anyone can attend these fashion shows by creating their own Avatars and connect as personifications of real people. Fashion brands like Adidas and H&M have launched their collections in Metaverse stores. So now you and your Avatar can wear the same designs! These stores are high-tech and three-dimensional, offering a near-to-real shopping experience. In fact, your Avatar can even try on the products before buying with just a single click!
How can one buy products in the Metaverse?
One can not buy anything in exchange for literal money in the Metaverse. Be it fashion, art or collectibles- from music, 3D paintings to sneakers and dresses, everything has to be traded with ‘cryptocurrency’.
There are various types of cryptocurrencies, but one can purchase art, music and fashion with Non-Fungible Tokens or NFTs. These digital assets are directly linked to real-life objects. NFTs exist in the blockchain, have unique properties and can’t be replicated.
Talking about the challenges that Metaverse Fashion can pose
Source: Khush Magazine
Fashion in Metaverse makes way for new possibilities but comes with its own set of challenges. In an interview with The Morning Standard, designer Shubhika Sharma expressed some integral problems with this technology. These included the need for a high-speed 5G internet connection and tech-savvy users who are up-to-date with technological developments. But in a country like India, these things are still developing at a gradual pace. However, even with 5G broadband, there still remains a chance of glitches. In that case, no two people can have the same viewing experience.
The Metaverse seems like a futuristic concept that makes way for technological growth. But, it is far from an actual physical shopping experience where the shopper can touch and feel textures. Shubhika Sharma also expressed that they could not present the actual fabrics in her designs to look as dreamy as in real life. This highlights that even an advanced 3D software can not replicate acute details like embroidery, embellishments and textures. Additionally, Meta fashion has high price points due to its high-end technology. So naturally, consumers interested in purchasing Meta fashion currently form a very small section.
Our Take on it?
Fashion and innovation go hand in hand, and Metaverse fuels that by offering brand-new possibilities. With this revolutionising technology, creativity can reach new heights, and with increasing creativity comes bigger and better inventions. Though fashion has been associated with the physical experience for ages, change is inevitable with time. The introduction of the internet already changed the fashion world when online shopping was discovered. The then alien concept is now the most major marketplace in the world! The biggest companies rely on the internet to fuel sales, market their brands, and release new campaigns and ideas. The physical stores still exist widely but, technology has gained extreme popularity. This is because of how much less human interaction and labour virtual shopping requires.
However, like any other new technology, the future of the Metaverse is still uncertain. It will take considerable time for people to understand and accept the concept. So, while “fashion in Metaverse” may seem like the hottest trend on the block, it is still in its infancy. We are yet to see its progress in the near future. Therefore, a common question that any new invention faces remains: “Will people accept and understand this concept in the long run?” If not, then “will it survive in the future or cease to exist?”
Words by: Anushka Kundu