It’s hard to deny the impact that metaverse’s progress has had on the fashion industry since the beginning of the year, whether it’s through digital collections presented by acclaimed designers or the launch of so many awaited Metaverse Fashion Week, which took place this month March.
Despite the importance of the digital world today, trends, especially in terms of colors, are still essential for brands, and the sudden digitalisation of fashion offers new opportunities for those who want to try their hand at augmented reality.
“Because the range of colors that can be perceived on the screen is almost limitless compared to what can be reproduced in the physical world, the digitalization of fashion opens up a new world of possibilities for the colors of the future. In our industry,” Laura Pressman, vice president of the Pantone Color Institute, said in an interview with FashionUnited.
Here, Pressman discusses the future of color analysis, Pantone’s role in the meta-verse and the possibilities for designers and colors in the new digital model landscape.
Metaverse Fashion Week: a new kind of commentary
The digital world for many brands is still an unexplored area with so many opportunities to explore. While Metaverse Fashion Week has allowed many players to take their first steps into this unknown territory, the final assessment reveals its share of pitfalls and a good margin for improvement should the event adopt an annual format. or seasonal.
Despite the sometimes low graphics resolution and lack of technical support, Metaverse Fashion Week had the advantage of attracting new fashion players to the Decentraland platform, the majority of which had never experienced before. Meanwhile, a group of designers, including Tommy Hilfiger and Philipp Plein, experimented with virtual fashion for the first time on this occasion.
“Metaverse, and specifically 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 duplicated for the digital world, or is it better to use this opportunity to create a new collection? »
This question in particular was the common thread of the event, and the designers showed many ways to approach the metaverse. While the Etro brand was inspired by its collection from the previous season, Dolce & Gabbana chose an original line freed from the limitations of the real world.
“At a very high level, we have seen designers display collections similar to those they have already shown in the physical world, while others choose to take the opposite view by using colors whose vividness and liveliness are created for the digital environment. ” adds Pressman. “We are still in an experimental phase today, so no approach is final, and creators will continue to explore the possibilities that this new space offers.”
Regarding the impact that Metaverse Fashion Week will have on the fashion industry in the coming years, Pressman is convinced: “We are convinced that digital fashion has a place in the future of this industry, but it is a process that will take time. It is still too early to say whether Metaverse Fashion Week will have a real impact, or whether it will be able to stand out from the physical shows ”.
Pantone’s place in the meta-verse
Pantone has also thrown itself into the meta-verse with the launch of a collection of non-fungible tokens (NFTs) inspired by its digitally influenced color from the year 2022, Very Peri. The digital works, created in collaboration with the multidisciplinary artist Polygon1993, similarly explore the use of “digital” color through different technologies that achieve different effects, such as the illusion of movement. The limited NFTs, distributed in partnership with Tezo’s blockchain network, were distributed free of charge to interested parties.
On the launch, Pressman said: “With new trends in gaming, the growing popularity of the metaverse and the creation of an artistic community in the cloud world, NFTs that we can share with our audiences are creating in color Pantone 17-3938 Very Peri , gave us the opportunity to illustrate how color trends in the digital world can manifest in the physical world and vice versa ”.
Referring to Pantone’s ability to expand its analytical potential to the digital world, Pressman emphasizes: “Digital fashion is a very new concept and we are now thinking about our role in the dematerialized universe and exploring the different ways of guiding our international audience in our new environment.Our initiatives could include the introduction of color palettes created specifically for the digital world, colors with textures, finishes or gradients that could exist in this space.We also plan to edit our trend predictions specifically for metaverse colors, just as we do for the physical world. “
The future of color analysis
Pantone’s forecast trends for color trends have become the main resources for fashion weeks in New York and London, describing all the strong color combinations for the coming seasons. A tool that could be adapted to future events that take place in the metaverse. “As we explore our role in the digital world, a dedicated color trend report for the metaverse is a project we are considering,” she added.
Many possibilities can arise from such reports, and although many designers may choose to use similar colors in the physical and digital worlds, a metaverse trend report may have other uses. According to Pressman, “based on this report, a designer may decide to rework the vividness of a color, add a metallic finish, or inject a gradient or iridescent effect into the colors he has decided to work with.” Although the possibilities are endless, some barriers exist when it comes to producing accurate digital color analysis. Above all, the colors in the digital environment will never appear identical on two different screens. What may look blue on one screen will appear purple on another, ”she explains.
Finally, Pressman also wonders what role the textures and finishes of the garment play in this context. “Colors in the digital space often appear more vivid when using light,” she explains. “These are all elements that we need to take into consideration when we want to analyze colors in the digital space.”
This article was originally published on FashionUnited.com. It was translated and edited in French by Maxime Der Nahabédian.