Wednesday, April 17

Metaverse, the possible new future for the fashion industry, could take an unexpected turn


Fashion in the metaverse is already a fact and it sounds really good, but is it likely that there will be an unexpected twist and that instead of an advantage it will become hell, both for the industry and for users? The answer seems to be a resounding yes.

If this sounds abstract, that’s because it is. There is no correct definition of metaverse, but multiple. However, in a nutshell, it is a parallel reality that allows you to extend your life to the digital world. Not being limited by physical limits, one will experience things that are currently impossible.

But how exactly does this relate to fashion? When it comes to consumption, there are those who envision the creation of shopping venues in the metaverse.

On the other hand, and the one that is already being glimpsed is that, since these garments do not really exist and are simply made up of pixels instead of materials, customers wear them in all kinds of situations, from digitally altered photos to games or digital and hybrid worlds such as virtual reality or augmented reality.

And it is that, this type of digital fashion celebrates inclusion and promotes the idea that anyone, regardless of their body type, size, sexuality or gender, can wear anything.

This tendency, known as phygital it is one of the main reasons why retailers are preparing for an Extended Reality in which the products we buy are represented in both the physical and digital worlds.

As NFTs enter the mainstream, the big brands are well into this trend. Nike acquired RTFKT and Adidas is exploring how to offer its customers exclusive products and virtual experiences. Even Gucci and Louis Vuitton are releasing NFTs as collectibles.

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However, let’s go with the first problem that can arise: the lack of cross-platform unification is not going to allow us take the NFT of your favorite sneakers and that you bought in a certain video game to another platform.

The metaverse reaches the moons of the cars

The metaverse reaches the moons of the cars

To this we add that NFTs are highly polluting for the environment. Blockchain technology requires a lot of energy, which is why it produces astronomical amounts of greenhouse gases.

As mentioned above, one of the drawbacks of the metaverse is that it currently doesn’t exist as a whole. It is fragmented into a myriad of platforms, making it difficult to establish a unified fashion market. Nevertheless, a unified multiverse could prove just as problematic, if not more so.

On October 4, three platforms owned by Meta (Facebook, WhatsApp and Instagram) stopped working. The incident shed light on the world’s dependence on a single company, revealing Meta’s role as a monopoly.

This is what happens if you commit a murder in the metaverse.  What are the limits of virtual worlds?

This is what happens if you commit a murder in the metaverse. What are the limits of the virtual world?

There is also the question of the digital facade. A digital persona gives people the freedom to present themselves in a fictionally perfect light. And as digital becomes more and more integrated into everyday life, acting could become predominant.

That said, there is no doubt that the digital world is full of exciting opportunities. Without physical limits, the art of tailoring could transform into something unlike anything we’ve seen before. We must be vigilant, both the good and the bad.

However, a world in which there is only digital fashion will remain a distant reality until the technology is accessible to all.

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