The rise of the metaverse has had a significant impact on the fashion industry since the beginning of this year. Think of major designers launching digital collections or the launch of the highly anticipated Metaverse Fashion Week (MVFW), which took place in March.
Despite the shift to the virtual world, trends, especially color trends, remain important to brands, and increasing digitalization offers new opportunities for anyone who wants to experiment with AR (augmented reality) fashion.
“Because the range of colors we can see on screen is almost limitless compared to what we can reproduce in the physical world, the digitization of fashion opens up a world of possibilities for the future of color in the industry,” he said. Laura Pressman, Vice President President of pantone Color Institute, in a conversation with FashionUnited.
In an interview, Pressman describes what the future of color analysis looks like, where Pantone fits into the metaverse, and what possibilities exist for both designers and colors in the digital landscape.
Metaverse Fashion Week is still uncharted territory
The online world is an uncharted area for many brands, with many opportunities to discover and experience. While MVFW’s debut edition, which allowed many to take their first steps into uncharted territory, was long anticipated, the end result wasn’t perfect, with room for improvement if it ever becomes an annual or even bi-annual occasion. .
Despite poor graphics quality and a lack of technical structure, MVFW attracted a new fashion-oriented audience to the Decentraland platform, many of whom were experiencing the metaverse for the first time. A group of designers, including Tommy Hilfiger and Philipp Plein, also used this opportunity to experience the virtual world.
“The metaverse, but MVFW in particular, is a whole new space where designers and brands are trying to find their own way and trying to define how they want to be represented,” Pressman said. “Is it a good idea to use the same look for digital, or do we take the opportunity to create a completely new collection?”
When asked how the metaverse should be approached, designers and fashion brands have yet to give an unequivocal answer. While Etro took inspiration from last season’s collection, Dolce & Gabbana opted for an entirely new line that pushed boundaries beyond real-world possibilities.
“At a high level, you saw designers who were presenting the same fashion as for their physical collections, while others were showing a completely different collection with colors whose brightness and vibrancy were very well suited to the digital environment,” Pressman noted. “We’re in the experimental phase right now, so an approach a designer took during the first MVFW could change as he evolves into the metaverse.”
When asked if he expected MVFW to have any impact on the industry in the years to come, Pressman said, “We think this digital fashion event has a place in the future of the industry, but it’s going to take a long time and it’s too early to tell.” whether it will be as influential or whether it will have a different impact compared to real-life fashion shows as we know them today.”
Pantone’s place in the metaverse
Pantone itself has also taken subtle steps into the metaverse with the launch of a collection of non-fungible tokens (NFTs) inspired by its color of the year, Very Peri, who was also influenced by the online world. Created in collaboration with multidisciplinary artist Polygon1993, the digital artwork similarly explores the use of color online, using various technological techniques to create different effects, such as the illusion of movement.
The limited NFTs distributed in association with the Tezos blockchain network were distributed free of charge to interested parties.
Speaking about the launch of NFT, Pressman said: “Given trends in the gaming world, the growing popularity of the metaverse, and the growing artistic community in the digital space, the creation of NFTs that we were able to share with our audience at Pantone allowed 17 -3938 Very Peri, allows us to represent modern life and show how color trends in the digital world manifest in the physical world and vice versa.”
On the opportunity for Pantone to expand its digital analytics capabilities, Pressman notes: “Digital fashion is a very new concept and we are currently exploring our role in the digital universe, looking at different ways to enhance our global audiences to better target this new environment, which could include introducing color palettes relevant strictly to the online world, as well as displaying colors with textures, finishes, or gradients that lend themselves to this space, or highlighting color trends for the metaverse, just as we do for design in the physical world”.
The possibilities of digital color analysis
Pantone’s Fashion Color Trend Reports from New York and London Fashion Weeks, where the color institute selects the fashion colors for the new season, have become a regular fixture. This color trend forecast could also potentially be introduced for future metaverse events. “As we explore our role in the digital world, we are exploring a report dedicated to color trends in the metaverse,” Pressman said.
A whole range of possibilities could be explored for such a report, and while many designers might use similar colors in both digital and physical space, there is plenty of room for other uses of a metaverse color trends report. An example of this is simply inspiration. “From there,” he continues, “a designer can decide to ‘amplify’ the brightness of a color, add a metallic finish, or add a gradient or shimmer to the colors it displays.”
While the possibilities seem endless, there are still barriers to producing digital color analysis. “First, in a digital environment, colors don’t appear uniformly across different screens, so, for example, what looks blue on my screen may have a purple tint on someone else’s,” he said.
Pressman also wondered if the finish of a garment is still something to consider. “Colors in digital space often appear amplified, and the use of lighting plays an important role,” he said. “These are all things to keep in mind when looking at color in the digital space.”
This article originally appeared on FashionUnited.UK. Translation and adaptation from English to Dutch: Eugenia Melissen Ferrer.