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Virtual Fashion Show

Digital avatar set within a virtual environment, Fashion Innovation Agency
06.08.2020
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Digital FashionShowVirtual Fashion ShowVirtual RealityXR

Forbes: Finally, an immersive (XR) brand experience worth the hype

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 

 

06.08.2020
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Digital FashionShowVirtual Fashion ShowVirtual Reality

Vogue Business: What an inspiring Digital Fashion Week looks like

The Fabric of Reality is featured in Vogue Business as an inspirational fashion show that can extend reality and identity. 

“Extended reality fashion experiences don’t replace the ancestral craft,” acknowledges designer Damara Inglês, who created her garment using an HTC Vive Cosmos VR headset and a Google Tiltbrush. “Instead, it opens a whole new dimension of fashion possibilities and future dreaming, allowing us to expand the wearable vocabulary in ways that become inclusive of our digital identities.” 

“We wanted to give people a sense that it is incredibly different — it can offer these similar feelings that you would have front row at an amazing show. To show you can experience a sense of adrenaline and excitement.” – Matthew Drinkwater, Head of FIA 

READ THE FULL ARTICLE here: https://www.Voguebusiness.Com/technology/heres-what-an-inspiring-digital-fashion-week-looks-like 

29.06.2020
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Digital FashionMakeShowVirtual Fashion ShowVirtual RealityXR

Coming soon: The Fabric of Reality

RYOT Studios and the FIA present The Fabric of Reality, an immersive virtual fashion show experience unlike anything you’ve ever seen before. 

“If we mix the physical with digital content, there’s an opportunity for jaw-dropping, amazing moments shared across multiple platforms. There are so many opportunities for brands to experiment and communicate differently,”– Matthew Drinkwater, Head of FIA 

“I firmly believe we’re moving from a digital content world to a virtual experiences world. Immersive storytelling is a great way of engaging the audience – they remember it as if they experienced it, not as if they watched it.” – Sam Field, Creative Tech & Innovation at RYOT Studios 

The Fabric of Reality will be shown live on 29 July, 2020 at 6:30pm BST within The Museum of Other Realities 

15.04.2020
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Digital Fashion ShowShowVirtual Fashion ShowVirtual Showroom

WWD: Fashion Hurtles, finally, towards digital shows

FIA comments on the fashion industry’s turn toward digital spaces to showcase collections. 

“People are beginning to question the reason for a physical show and the value of a physical show when the technology exists to reach a much bigger audience through a digital space,”– Matthew Drinkwater, Head of FIA 

DOWNLOAD THE FULL ARTICLE here: Download 

14.04.2020
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Digital FashionDigital Fashion ShowSellShowVirtual Fashion ShowVirtual RealityVirtual Showroom

WWD: The view from event agencies

IN LIGHT OF THE CURRENT PANDEMIC, EVENT AGENCIES ARE LOOKING TO DIGITAL ALTERNATIVES. MATTHEW DRINKWATER EXPLAINS WHY FASHION AND LUXURY WILL NEED TO CREATE VIRTUAL ENVIRONMENTS TO CONTINUE COMMUNICATION WITH THEIR CONSUMERS.

“CURRENTLY, IT’S NOT AS IF BRANDS HAVE ANOTHER CHOICE. EVENTS HAVE TO STOP, SO IF THEY WANT TO CONTINUE COMMUNICATING THEY WILL HAVE TO LOOK AT DIGITAL ALTERNATIVES.” – MATTHEW DRINKWATER, HEAD OF FIA

READ THE FULL ARTICLE HERE: HTTPS://WWD.COM/BUSINESS-NEWS/MARKETING-PROMOTION/EVENT-AGENCIES-TOUT-DIGITAL-ENHANCEMENT-CORONAVIRUS-1203544515/