NYFW X WEB3
The coolest collab of the season? Fashion meets tech
Although New York Fashion Week is back in full swing IRL, with brand installations, A-list parties, and runway shows galore, this season has seen a handful of designers incorporating innovative elements and digital activations in order to engage fans tuning in at home – and for the lucky few attending in-person, to make the physical experience all the more richer.
On Monday, Vogue launched a first-of-a-kind live fashion experience to celebrate their 130th anniversary. Putting an innovative spin on the traditional runway show, they partnered with Snap to give attendees the option to experience the event with augmented reality lenses. The runway show – which was an otherwise traditional in-person occasion – featured fall fashion from brands including Dior, Burberry, Christopher John Rogers, and Bode. But those who were lucky enough to be in attendance were able to open the Snapchat app to get an enhanced visual experience using Snap Lens, three of which were custom-made by Snap for Vogue. Snapchatters tuning in at home were able to walk the Vogue runway via lenses on Vogue’s Snapchat profile.
Alo Yoga, a direct-to-consumer athletic brand that has emerged as a favorite among Gen Z and millennials, also teamed up with Snap for NYFW. The label made its fashion week debut this year with the launch of its first ready-to-wear collection called the “Aspen Collection,” which featured luxury athleticwear like floor-length faux fur jackets and stylish ski suits. Attendees could try on the new collection with the help of AR mirrors powered by Snap. Further incorporating web3, Alo also released its first NFT; anyone who made a purchase from the collection received the authenticated NFT, which promises perks like personalized shopping experiences and access to Alo Wellness Clubs.
Like Vogue, Tommy Hilfiger also merged the physical and digital at their fashion show this year. The designer looked to Roblox to offer users the opportunity to experience a virtual rendering of the AW22 show or tune in for a livestream of the in-person event – both of which were available within the platform. Virtual versions of clothing designs seen on the runway were made shoppable, with prices ranging from 50 Robux (63 cents) to 200 Robux ($2.50). The show was also streamed on TikTok, YouTube, and Tommy’s e-commerce site; it was also promoted on 3D billboards across China and in London.