Digital Vision
London Fashion Week September 2021
As news from Balenciaga confirms, combining the virtual and the physical is the next thing for fashion. This is the first partnership between a luxury fashion house and the world of gaming.
It may come as no surprise however to learn that virtual clothing and digital catwalks is a Thing. Visionaries such as my mate Gary James McQueen who delivered his digital catwalk show last season are offering up new horizons.
Until last year most of us had never even entered a Zoom room, worn a face mask to the Co op, OR, sat in the front row at a digital fashion show. Now courtesy of amended London Fashion Week protocols, we’ve covered them all off.
And now digital clothing; purchased straight off the designer’s site immediately after your front row seat at the show is here.
When Gary James McQueen collaborated with E-commerce site DressX, to create his ‘Guiding Light’ digital collection in aid of Mind, the leading mental health charity in England & Wales, and working with Moyosa he had already seen the possibilities and was actively coding clothes for meta humans.
"Gaming is a huge untapped market," said Gary earlier this year "and this is the next step for me. The detail is what makes it." There is freedom for the designer in that garments and patterns can be altered with no need for fittings. I learned the coding and applied my storytelling. I merge both worlds...fashion just has to catch up."
Buyers can currently upload pre-existing photos of themselves to DressX and have the image sent back to them, after purchase, wearing Gary James McQueen’s latest design of their choice.
As you know, I like designers who address size diversity, not to mention a novel way of addressing clothing waste. Any size you want.... and no landfill issues. WIN if you have the dollars. The price tag reflects this designer's status and his technical expertise.
Sky Arts featured a behind the scenes making of ‘Guiding Light’ and the fashion show. Those with Sky Arts on demand can search.
Enjoy the spectacular technical detail and the cinematic sweep of the McQueen show and learn more here.