For the first time, the show was also live-streamed on Roblox in an exclusive runway event. Audiences were able to watch the show in real time with digital additions: Superplastic avatars joined the runway as well as the Chinese metahuman NOAH, blending the boundaries between the physical and digital experiences.
In a statement, Tommy Hilfiger
outlined the brand’s
intention behind these digital activations. “The Gen Z consumer lives in the digital space. We want to meet them where they are, whether that be in person at our runway show, through our social media channels or hanging out in a virtual environment.”
Designer Rebecca Minkoff incorporated projection
mapping in her show, which showcased a sustainable collection. The technology displays digital imagery and videos over and around physical objects, elevating the physical experience with virtual elements. The designer also allowed the house’s existing NFT holders exclusive access to her show.
Karl Lagerfeld introduced a new avatar collection to be sold in a dedicated pop-up in New York’s Soho neighborhood and 14 others globally. Puma released an NFT collection, called Black Station, which can be redeemed for physical sneakers after purchase.
Nolcha Shows, an independent fashion designer firm, hosted
virtual reality shows at 3 World Trade Center in New York City during New York’s fashion week. Events highlighted fashion in the metaverse, digital wearables, virtual avatars and augmented reality elements.
These liminal experiences are elevating an already star-studded event as fashion and retail become increasingly intertwined with the virtual realm.