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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 

 

29.06.2020
Categories
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