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The Communiqué News

Metaverse Fashion Opera is an innovative project that explores the connections between the Metaverse, fashion, and music.


Swati Bhat

ree

Image: #CAPITAL official


The idea for Metaverse Fashion Opera came from a phone call between Gemma, Alastair, and Roy. Alastair will soon write and compose the story for the first metaverse fashion opera, #CAPITAL.

Dragon City, China's first metaverse platform, will collaborate with Fashion Opera to create a new work — and a new stage in the development of this nascent genre.

A group of artists and designers will work together on a piece that excavates the Metaverse's history, telling its story from the dawn of human experience to its realisation in MVFW 23.

This is a tale of dematerialization and symbolism: from the first time someone exchanged a token for an object, or a symbol — a word — for a being in the world — all the way through gold bars and bank notes, or the virtual reality of novels and epic poetry — to bitcoin, avatars and Dragon City itself.

Featuring the designs of Chenpeng, a brand that sees no boundary between beauty and ugliness, the possible and the impossible, and the work of which has been characterized by Anders Sølvsten Thomsen (ANTIDOTE magazine) as both “anti-tradition and deviant,” as well as virtuosic dancers, performers, and sopranos.

This is the story of becoming something else — where everything is always possible.

The concept of Metaverse Fashion Opera comes from a brainstorm in a call between Gemma, Alastair, and Roy. And soon, the story behind the first metaverse fashion opera, #CAPITAL, is created and composed by Alastair.


What is Fashion Opera?

Fashion Opera is a discipline created by Alastair White and Gemma A. Williams under the banner of their company UU Studios. Over the past four years, five works were produced that explored synergies between fashion and music: WEAR, ROBE, WOAD, RUNE, and Hareflight. These featured contemporary dance, immersive theatre, experimental music, and a range of collections: from a specially-made capsule by London-based brand KA WA KEY to a re-presentation of archive work by Issey Miyake.Fashion Opera has been described as “a whole exciting new genre of art” (BBC Radio 3), “a groundbreaking new genre” (Classical Music Magazine), and “a perfect combination of show and costume” (Vogue Italia). The operas have been shortlisted for a number of Scottish art awards, and recently received New Zealand’s Tait Memorial Trust prize. Three have gone on to be recorded and released as albums on the Métier label to further critical acclaim.The methodology behind these, proposed by Alastair White in a recent PhD as well as numerous academic articles and lectures, concerns a reimagining of the relationship between garment and music. This is based on ideas drawn from contemporary mathematics and quantum mechanics: that is, the existence of multiple infinities and universes allows for the existence of an artform in which each constituent — fashion, music, drama, dance — is both central and absolute. The individual works often explore themes of groundbreaking technology and or recent cosmological discovery: including virtual reality, artificial intelligence, and the multiverse.



Boss has joined the list of participating labels in Metaverse Fashion Week, which also includes Dolce & Gabbana, Coach, Tommy Hilfiger, and Adidas for its Fall 2023 edition.


Pritish Bagdi

ree

As an extension of its SS23 Miami fashion show, Boss is running a virtual showroom during the three-day event, which closes on Friday, March 31. The company claimed in a statement that the showroom area combines gamification and online purchasing with an emphasis on customer interaction and discovery.

In an effort to bring the online experience offline, Metaverse Fashion Week has created linked wearables for the first time, a specific welcome area, and maps that are available to first-time visitors seeking for various brand activations.

"We are really attempting to do an experiment of an event not just in one area but also working with multiple metaverses and trying physical events," said Giovanna Graziosi Casimiro, the director of Metaverse Fashion Week, to NFT Today. We are investigating how to develop those communities on a global scale within our computers before reintroducing them to the real world.

Boss used AI to convert the creative notion of the concert into a Metaverse experience, trying to blur the lines between the digital and real worlds. Five shoppable looks are shown; each is connected to the appropriate product page on the brand's website.

“Following a line-up of NFT projet, the Boss immersive showroom is the next step in our exploration of Web3 and the Metaverse,” said Daniel Grieder, Hugo Boss CEO. “We will leverage the opportunities this opens for our brand’s storytelling and see it as an additional sales channel within our future omnichannel strategy.”




Gucci is continuing its metaverse activities, having signed a multi-year partnership with NFT giant Yuga Labs, the company behind Bored Ape Yacht Club and CryptoPunks.


Swati Bhat

ree

Spanning fashion and digital entertainment, Kering-owned Gucci is building its presence in the metaverse and Web3 domain. The luxury house is investing to further establish itself as an early adopter of blockchain and decentralisation with immersive experiences and virtual fashion.

Last year Gucci lauched the Gucci Grail in association with 10KTF, were digital apparel and accessories were customised into NFTs. The brand also launched SuperGucci, a second NFT line.

Yuga Labs has proven to be a principal player in Web3, with its Otherside Metaverse recording a sales volume of 222 million dollars for the first quarter of 2023, according to Luxuo.

In a Tweet on Monday evening Gucci said it is “continuing to explore the Metaverse, the House comes together with @yugalabs. Stay tuned as a new narrative takes shape, blurring the boundaries between the physical and digital."



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