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  • Writer's pictureJamal Saafir

Digital Fashion Week For London

According to a report from Decrypt, fashion week has changed shape from what it once was into something new and inclusive. The “physical only” shows are no more as technology ushers in a new paradigm. Technology has contributed a vital new air to London Fashion Week, as well as a space for fresh talent. By allowing the flow of creativity into the limitless digital domain, fashion now thrives with inclusivity, creative freedom, and enthusiasm over the opportunities of tomorrow.

Last year, traditional brands bet heavily on Web3, NFTs and other activations. This year, a pronounced divide now exists between traditional maisons and digital fashion trailblazers. It seems leading brands are taking a step back from the commotion to field critical questions about the role of developing tech in the future of fashion—but independent designers and upstarts continue to forge ahead.

While in conference, professional NFT conference attendees predicted and proclaimed the inevitable disruption of fashion, while others took a more carefully considered stance about the opportunities ahead.

They provided data points and strategies that prominent legacy fashion houses are thoroughly crafting around Web3 tech. Demi Karanikolau, Amazon’s head of luxury partnerships, suggested an abundance of activity behind the scenes—from data analysis to the strategic build-out of infrastructure, all focused on the continuous integration of technology into fashion.

One significant trend, spotlighted by one of the most prominent figures in digital fashion, Tracy Greenan—a serial entrepreneur and founder of Aura and Gamers Over Guns—is the growth in overlap between fashion and gaming.

The most talented designers are now promptly found on platforms like Roblox, making way for fashion brands to develop new experiences and revenue streams alike.

Due to turmoil over the past year in the crypto space from the collapse of Terra and FTX to failed or unrewarding NFT projects, many builders in the digital realm have taken a more reserved stance, keeping an eye for who is going to the next pivotal steps in digital fashion.

Despite uncertainty in the space, digital fashion is getting its nod from the contemporary fashion world.

During Digital Fashion Week, patterns and color schemes of digital atelier Blanc de Blanc could be seen in the clothing, as well as runway shows by Olska Green and Stephy Fung.

The most recognized digital fashion minds, who have been creating in the CLO3D software for the past few years, are now shifting back into the physical realm. And they’re incorporating the best of tools—from sustainable and efficient production technologies to AR filters and impressive 3D videos.

London has outpaced New York in regards to the scale and amount of digital fashion events, which took many by surprise this year.

Alice Delahunt, former Ralph Lauren executive and founder of Syky, smoothly merged traditional fashion with the digital world, providing a fascinating blend of magnificent parties and firm professionalism. Syky’s London event left many in awe, boasting massive screens and showcasing 3D-printed designs by the talented Felipe Fiallo. The presentations by Stephy Fung and Fanrui Sun were also praised.

Though many major brands have taken a noticeable shying away from the Web3 realm when comparing their enthusiasm today to their enthusiasm over the past couple years, digital-native designers are coming forth as the new disruptors, introducing much-desired tech innovation into the world of haute couture.

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