In the past few years, we’ve seen a major increase in collaborations between fashion brands and virtual reality. VR is being utilized by more companies than ever before—from Dior to Jason Wu. Virtual reality can help fashion brands step into the future, bring some personality back to their concepts and individualize their experiences. After all, even though virtual reality and fashion seem to be on opposite ends of the spectrum, they go perfectly hand-in-hand.
The fashion industry is leaping at the chance to jump on board the tech revolution. For example, virtual tour company YouVisit partnered with Mercedes Benz Fashion Week Russia to bring viewers from around the world a look at the runway in VR. Canadian fashion designer Sid Neigum presented his latest collection in 360° VR video, too. And let’s not forget that brands like Balenciaga, Tommy Hilfiger and Topshop have all streamed virtual runways as well.
After all, with consumer engagement on the decline, something has to change to save the fashion industry. So, what better than a virtual reality experience to shake things up?
Virtual reality can help fashion brands in many different ways. Abi Mandelbaum, CEO of YouVisit, told Vogue that:
“One thing that I’ve noticed is that fashion is about a lot more than just the designs. It’s about what’s happening in the world, and it’s about the models, the designers, their inspirations, the stories behind them, and that’s what VR allows them to do, to tell all of that in an interesting way.”
And that’s just the thing. Not only can you tell stories in a more interesting format—you can tell them in your own style. In the same way that designers can personalize their runway shows, they can personalize their VR experiences. And bring back some of their standout personalities!
I’ve been seeing a lot of tweets lately talking about how brands are becoming more and more boring. Also, that the models lack the personalities of the past. (Think Claudia Schiffer, Linda Evangelista and Naomi Campbell for big personalities on the runway.) But perhaps what works on the runway (straight walk, straight face) won’t work in VR.
Virtual reality can help fashion brands go beyond what’s happening on the catwalk. For example, VR can give fashion-lovers an extra fabulous front-row seat. Or help them see the collections up-close and personal. Furthermore, virtual reality can help fashion brands add their own music, their own concepts and their own personal touch on their VR experiences.
Ultimately, virtual reality is a new(ish) and exciting way to bring back some personality to fashion brands. Whether a massive couture house or small Queen Street boutique—it really doesn’t matter. Virtual reality can be customized to fit the brand, just like the brand can be customized in VR. So, who will be next?
Feature image incorporates fashion photography from Noa Raviv.
