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THE FABRIC OF REALITY, AN IMMERSIVE VIRTUAL FASHION SHOW IN COLLABORATION WITH RYOT STUDIOS AND FIA, IS FEATURED IN FORBES AND QUOTED A ‘LANDMARK EVENT’ FOR FASHION.

HIGH FASHION IS RUPTURING AT THE SEAMS THANKS TO THE SHOCKWAVES OF COVID-19, THE PRESSURES OF SUSTAINABILITY AND A NEW ERA OF VIRTUAL APPETITES AND INNOVATIONS ARE THROWING MUCH OF THE SECTOR’S TIRED-LOOKING HIERARCHIES AND PROCESSES INTO DISARRAY. JUST OVER A MONTH OUT FROM THE USUALLY-SANCTIFIED SEPTEMBER FASHION WEEKS AND MID-WAY THROUGH A MOSTLY SCRAPPY SUMMER OF DIGITAL SUBSTITUTE EVENTS, HOW TO HANDLE THE CATWALK SHOW (DO WE STILL NEED THEM? IF SO, IN WHAT FORMATS? AND WHO’S THE AUDIENCE/S NOW ANYWAY?) HAS UNDERSCORED MUCH OF THE WRANGLING. IT’S MADE LAST WEEK’S IMMERSIVE ‘FABRIC OF REALITY’ XR INITIATIVE – THREE INTERACTIVE ‘ROOMS’ WITHIN AN INDIVIDUALLY NAVIGABLE VIRTUAL MUSEUM, EXPERIENCED SIMULTANEOUSLY BY 150 PEOPLE IN VR AND 100K+ MORE VIA LIVE-STREAM – A POTENTIALLY LANDMARK EVENT. – KATIE BARON, SENIOR CONTRIBUTOR OF FORBES

“WHAT’S OFTEN BEEN MISSING FROM THESE TYPES OF FASHION EXPERIENCES IS THAT THEY ARE LARGELY VIDEO-BASED AND STILL FEEL VERY 2D, LACKING INTERACTION OR PRESENCE. HERE, YOU’RE TOTALLY IMMERSED, IT’S A VERY VISCERAL AND POWERFUL METHOD OF COMMUNICATING WITH AN AUDIENCE.”– MOIN ROBERTS-ISLAM, TECHNOLOGY DEVELOPMENT MANAGER OF FIA

READ THE FULL ARTICLE here: https://www.forbes.com/sites/katiebaron/2020/08/04/the-fabric-of-reality-finally-an-immersive-xr-brand-experience-worth-the-hype/#4fa6f81765f9