It’s hard to deny the impact that the rise of the metaverse has had on the fashion industry since the beginning of the year, whether through digital collections presented by famous designers or the launch of the many awaited Metaverse Fashion Week that took place in a walking month.
Despite the importance of the digital world today, trends, especially in terms of color, are still essential for brands, and the sudden digitization of fashion offers new opportunities for those who want to try their hand at augmented reality.
“Because the range of colors that can be seen on a screen is virtually limitless compared to those that can be reproduced in the physical world, digitizing fashion opens up a new world of possibilities for the future of color in our industry,” said Laura Pressman, Vice President of the Pantone Color Institute, In an interview with FashionUnited.
Here, Pressman discusses the future of color analytics, Pantone’s role in the metaverse, and the opportunities for designers and color in the new digital fashion scene.
Metaverse Fashion Week: A New Commentary Shape
The digital world of many brands is still an unexplored area with a lot of opportunities to explore. While Metaverse Fashion Week has allowed many players to take their first steps in this unknown territory, the end results show its share of pitfalls and a good margin for improvement if the event is to adopt an annual or seasonal format.
Despite the sometimes low-quality graphics resolution and lack of technical support, Metaverse Fashion Week had the advantage of attracting new fashion players to the Decentraland platform, most of whom had never experienced before. Meanwhile, a handful of designers, including Tommy Hilfiger and Philip Plein, tried their hand at virtual fashion for the first time for the occasion.
“The Metaverse, and especially Metaverse Fashion Week, is a whole new space where designers and brands are trying to find their place and figure out how they want to be represented there,” says Laura Pressman. Should an existing silhouette be copied into the digital world, or is it better to take advantage of this opportunity to create a new group? »
This question in particular was the red thread for the event, and the designers showed many ways to approach the metaverse. While the Etro brand takes inspiration from its collection from the previous season, Dolce & Gabbana has chosen an original line free from real-world restrictions.
“At a very high level, we have seen designers display collections similar to those they have previously shown in the physical world, while others choose to take an opposite viewpoint using colors whose vibrancy and vibrancy are designed for the digital environment,” Pressman adds. “We’re still in beta today, so there’s no definitive approach, and creators will continue to explore the possibilities this new space offers.”
Regarding the impact that Metaverse Fashion Week will have on the fashion industry in the coming years, Pressman is confident: “We are convinced that digital fashion has a place in the future of this industry, but it is a process that will take time. Fashion Metaverse will it make a real impact or will it be able to stand out from the physical offerings.”
Pantone’s place in Metaverse
Pantone has also participated in the metaverse by releasing a set of non-fungible tokens (NFTs) inspired by their digitally influenced color of 2022, Very Peri. The digital works, created in collaboration with multidisciplinary artist Polygon1993, likewise explore the use of “digital” color through different techniques that achieve different effects, such as the illusion of movement. Distributed in partnership with the Tezos blockchain network, the limited edition NFTs have been distributed free of charge to interested parties.
About the launch, Pressman said, “With new trends in gaming, the growing popularity of metaverses, the creation of an art community in the cloud, and the creation of an NFT that we can share with our audience, in a very berry Pantone 17-3938 color, it has allowed us to illustrate how color trends can appear in the world.” digital in the physical world and vice versa.
Pointing to the potential for Pantone to extend its analytical capabilities to the digital world, Pressman asserts: “Digital fashion is a very new concept and we are now thinking about our role in the immaterial universe and exploring different ways to orient our international audience in this new environment. Our initiatives could include introducing color palettes Created specifically for the digital world, colors with textures, finishes, and gradients can exist in this space. We also plan to modify our direction predictions specifically for metaverse colors, just as we do with the physical world.”
The future of color analysis
Pantone’s Color Trend Forecast reports have become a resource for fashion weeks in New York and London, detailing all the powerful color combinations for the upcoming seasons. A tool that can be adapted to future events that occur in the metaverse. “As we explore our role in the digital world, the Color Trends Report dedicated to the metaverse is a project we’re considering,” she added.
Many opportunities can arise from such reports, and while many designers may choose to use similar colors in both the physical and digital worlds, the metaverse trends report can have other uses. According to Brisman, “From this report, the designer can decide to rework the vibrancy of the color, add a metallic finish, or introduce a gradient or iridescent effect on the colors he or she decides to work with.” Although the possibilities are endless, some barriers remain when it comes to producing accurate digital color analysis. “Above all, colors in the digital environment will never appear the same on two different screens. What might appear blue on one screen will appear purple on another,” she explains.
Finally, Pressman also questions the role of clothing fabric and finishes in this context. “In the digital space, colors often appear more vivid through the use of light,” she explains. “These are all elements that we must take into account when we want to analyze color in the digital space.”
This article originally appeared on FashionUnited.com. Translated and edited in French by Maxime Der Nahabdian.