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From QQ show to “digital fashion”, Meta Universe turned out to be a “consumption upgrade”


This is a fashion show held in the golden “desert”. The model slowly walked down from the top of the tower, her fashion shining with metallic light. Unlike other fashion shows, there are no photographers holding their cameras high, and no spectators attentively watching the show.

Because the audience is off the screen.
Gary James McQueen’s show field created with virtual engine|Gary James McQueen official website
Not long ago, well-known fashion designer Gary James McQueen held a digital fashion show called “GUIDING LIGHT”. He used a virtual engine to create an empty desert, ancient and mysterious Babylonian architecture, perfect proportions of virtual models, and full Digital fashion with metallic texture. It’s hard not to fascinate all of this. It not only has the memorial of the ancient mysterious age, but also portrays the virtual digital future for the audience.
Over time, these virtual fashions may become the unique appearance of the digital residents in “Meta Universe.”
“Digital avatar” and “self-presentation”
You may have heard the concept of “meta universe” in many articles and videos. This term, proposed by Stephenson, the author of the science fiction novel “Avalanche” in 1992, has been mentioned again today, nearly thirty years later, and re-imagined for future life.
Just as real social life revolves around individual human beings, in the “meta universe”, all life revolves around the “digital avatar” of real people.
In Stephenson’s description, the “meta universe” consists of a user-controlled clone and a system daemon. Each user will have a clone and can define the image of the clone. Roblox CEO Dave Baszucki also once said that one of the characteristics that needs to be satisfied in order to build a meta-universe, the most basic is “a virtual identity.”
As the most intuitive display of digital avatars, “external image” is naturally the first to be noticed by people.
It seems that people’s care for self-image presentation is inherent. In “Self-presentation in Daily Life” published in 1959, Goffman used “self-presentation” to mean that individuals selectively present themselves in order to make others see themselves according to their wishes. This selective self-presentation has now migrated to virtual reality. In the online world.

When the Internet was just emerging, personal data and account avatars were one of the few windows through which people revealed themselves. Many people had trouble choosing which avatar to edit and which signature to edit. This kind of writing, uploading and updating personal information on the Internet is the initial “mimic selves” created by people on the Internet. With the popularization of 4G and 5G, in the era of images and short videos, people begin to present their ideal selves in appearance, figure, and life in all aspects of life. When the “meta universe” arrives, we can almost be sure that people’s “digital avatars” are “squeezed”. “And “Shaping” will still be enthusiastic. The development of technology leads the fashion industry to the trend of “virtual fashion”|Gary James McQueen official website Gary is not the first designer to set his sights on a digital fashion show. The “sense of smell” of the fashion industry has always been sensitive, and many pioneering technological elements often appear in fashion designs, leading a new wave of trends. The continuous development of ARVRMR and other technologies has prompted the fashion field to be involved in the trend storm center of “digital fashion” and “virtual fashion”. DIOR used 360-degree VR technology for live broadcast on the ready-to-wear collection show in the spring and summer of 2020 last year; Shanghai Fashion Week in March last year adopted the form of “Fashion Week on the Cloud”, which was performed in virtually produced 3D scenes and spaces. The Congolese brand HANIFA released the latest series of fashion shows using 3D rendering technology. In the show, you can only see the clothes floating in the air walking on the catwalk, as if an invisible soul is wearing clothes on the catwalk… It is not surprising that fashion designers and brands devote time and energy to fashion design and matching. Recently, more and more ordinary people have also put more attention and attention on fashion wear. “OOTD” and “Virtual Fashion” If “self-presentation” is the inherent logic of people paying attention to personal images, then the popularity of “OOTD” on social networking sites provides unlimited potential for the “digital fashion” market. “OOTD” is the abbreviation of “Outfit of the day”, which means “today wear”, and is a very popular social platform hashtag nowadays. Young people are keen to share different outfits and selfies on social media. You can search for more than 3 million notes when you open Xiaohongshu. On the foreign social software Instagram, the posts under this tag have already exceeded 100 million. Many young people Buying clothes is just for meticulous matching and then taking a picture and uploading it to social media. More and more young people share their daily wear on social media|Screenshots For Gen Z, sharing clothes is a manifestation and extension of personal style. In fact, before “OOTD” became popular on social media, people’s enthusiasm for game skins also hinted at a huge market for “dress up”. According to Newzoo data, in 2018, 79% of paying game players in the United States spent money on in-game purchases such as skins. Among them, the popular “Fortress Night” earned 300 million U.S. dollars a month by selling skins and other props. It is worth mentioning that people can purchase Gary James McQueen’s virtual clothing on the fashion show through dressX. With the emergence of “virtual fashion”, the demand for “dress up” buried in social media may become another huge market. DressX is the first international digital fashion multi-brand retailer, offering digital fashion collections from the most famous contemporary brands and 3D designers. Consumers can buy their favorite virtual clothing on dressX, and dressX can also help consumers synthesize a photo of wearing virtual clothing. Ronny Mikalsen, CEO of Norwegian clothing retailer Carlings, is very optimistic about the virtual clothing. He mentioned in an interview that “we send a large number of free samples to well-known bloggers and influencers every year, and these people often put them aside after trying them on.” This phenomenon is not uncommon. According to a survey by Barclays Bank, one in ten consumers in the UK buy clothes just to take photos and upload them to Instagram, and then they will return the clothes immediately. How to avoid waste and pollution while highlighting individuality and self-expression, virtual fashion provides a solution for both. At the same time, virtual fashion also provides more possibilities for the production of real clothing. Solventus 2019, a clothing series launched by Neuro Studio, a digital design company in New York, uses 3D scanning to design clothing on virtual models. After customers select and “try on” virtual clothing, they are then produced by 3D printing. Fashion production and consumption Closer connection. Virtual fashion effectively reduces the waste that may be generated in the production process and solves the problems of mass production and waste generation. This is a revolutionary breakthrough for the fashion industry. Creation and freedom Digital clothing that does not need to be made of real materials, in addition to being more environmentally friendly, is more important in that it lifts the “yoke” that has long held designers for a long time. “My entry into the fashion industry was purely an accident. I first did graphic design, but by chance, I entered the fashion industry under the leadership of my uncle Alexander McQueen.” Gary James McQueen said in his virtual fashion show video Tao. Alexander McQueen is a famous British fashion designer and considered the godfather of British fashion. However, when he was interviewed by the media at the age of 22, he turned his back to the camera to prevent the audience from seeing his face, so that he could continue to use unemployment benefits. Buy fabrics used in clothing. Now Gary no longer has to face such a dilemma. Even fabrics that do not exist in reality can be made possible in the digital world. As Gary said: “I decided to do an all-digital show because I had no choice. It would be more convenient and simple to create an unconstrained digital space.” From the perspective of clothing design, Gary uses Marvelous Designer to create clothing patterns, and then uses Substance Painter to add materials and textures, so that virtual fashion can also have the same details and appearance as the real thing. In addition, designers can change patterns and fabrics more easily, and try on clothes with completely virtual digital models. Adjustments and attempts will no longer be limited. Virtual fashion show can better show the charm of fashion|Gary James McQueen official website From the perspective of fashion show presentation, in the virtual world constructed by Unreal Engine, the camera can be placed in any position, getting rid of the constraints of a fixed camera position. The digital fashion show can truly highlight the delicate details of the snake print tights, plus Flexible lighting, the charm of fashion will be further revealed. In the virtual fashion show, from the fabric and material of the clothes to the pattern, to the adaptation of the virtual model, and to the way of showing the photography, all this is free for the designer, and the designer can realize his own wonder without hesitation. Think about it and build your own fashion kingdom. For a long time, people’s creativity has been bound by the body, physical space, cultural traditions and many other realistic factors. In the “meta universe”, the boundaries of reality begin to shake. This liberation is not only for designers and artists, but for the release of creativity for all. You can try to create different “digital avatars”, formulate different rules, choose a different way of life… The limitations of a single physical space are disintegrated a little bit, and “freedom” will be before everyone’s eyes. With the development of technology, everyone can imagine how to use these technologies for free re-creation. Now that fashion designers have taken the first step towards the future, how do you choose to move into the future? Perhaps, start by choosing a set of virtual fashions for your “digital avatar”? Image source: Gary James McQueen official website Editor in charge: Jing Yu This article was originally published by GeekPark, please add Geek Parker (ID: geekparker) for reprinting