Roksanda, Jonathan Simkhai embrace the metaverse with fashion week initiatives

By

Sandra Halliday

Published
Feb 15, 2022

As fashion events return in physical form, they continue to be influenced by the digital and the virtual, and that means NFTs and the metaverse are making a big impact.

To coincide with London fashion Week that starts on Friday, Roksanda has linked with LFW sponsor and BNPL giant Clearpay “to bring digitisation, accessibility and innovation to fashion lovers everywhere”.

They’ve created an exclusive demi couture finale look from Roksanda’s forthcoming show in the form of an NFT. The idea originated from Clearpay, which worked collaboratively with Roksanda and the Institute of Digital Fashion to bring the project to life. It’s a first for for both the firm and the luxury label in the metaverse. 

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The physical demi couture finale look will debut on the runway during Roksanda’s LFW showcase next Monday, with the digital version “giving consumers tangible access to high-end fashion that they previously wouldn’t have been able to”. 

There’s also an AR function allowing consumers to virtually 'try on' the NFT.

That NFT is available in three limited edition products, with Product 1 at £25 being a 3D garment render, and static 2D collectible. Product 2 at £250 is a 3D garment animation render and 3D object showcase. And the luxury £5,000 Product 3 is a 3D garment animation render plus 3D object showcase and Clo3d working file 10 (the software used to create the digital version of the dress).

Clearpay CEO Nick Molnar said: “We’re proud to be able to help democratise fashion, and enable consumers to buy, interact, and engage with Roksanda’s artistry in such an innovative way. It’s exciting to see this all come to life at such an important moment in the British fashion calendar.”

Meanwhile, also happening this week, is Metaverse Fashion Week, an event produced by Everyrealm and Blueberry Entertainment. 

On Monday, it featured Jonathan Simkhai as the debut designer, a day before the physical Jonathan Simkhai 2022 presentation at NYFW. The label was “the first ever to show its Fall/Winter 2022 digital wearables collection ahead of their physical counterparts”. Some 11 pieces were shown.

The designs were transformed into digital wearables by Blueberry Entertainment, a digital wearables production studio that “grew out of increasing demand for digital clothing”. Everyrealm, a “metaverse real estate investor and developer”, coordinated the production and is hosting an NFT sale of select wearables from the collection after the event beginning this Wednesday.

Models, influencers, celebrities, and journalists from the fashion, tech, and lifestyle industries were among the VIP guests, who appeared via personalised avatars dressed in Jonathan Simkhai.

To add to the appeal of the event, the last look (a gold gown) lost its components as the avatar moved down the runway, something only really possible in the metaverse.