phygital

Digital Fashion Week New York: Reimagining the Future of Phygital Fashion

augmented reality, Beauty & Fashion, Events, fashion, featured, phygital / Ryan Harris / February 19, 2023

The 2023 Digital Fashion Week New York was a three-day event that was a hub for phygital fashion experiences. Merging the physical and digital fashion worlds, the Web3 event provided audiences with immersive phygital fashion experiences, as well as informative discussions, and networking opportunities, and acted as a digital venue for independent designers around the world to showcase their designs.

In a press release shared with ARPost, the Digital Fashion Week NY team expected to see a variety of attendees, including industry specialists, tech CEOs, fashion industry executives, investors, designers, and artists, among other guests.

Phygital Fashion Took the Center Stage

The three-day event kicked off on Thursday, February 9, with a Networking and Speaker Summit, which featured global panel discussions on the role of AI in transforming design protocols. On Friday, February 10, the event hosted the opening of the Metaverse Fashion Experience where attendees could explore virtual worlds through digital avatars. These digital avatars donned custom special drops from digital fashion week design winners.

Aside from the opening of the Metaverse Exhibition, there were also global panel discussions. Some of the members of the panel and speakers during the panel discussions included ZERO10’s Chief Product Officer Maxim Raykhrud, Exclusible’s Chief Commercial Officer Olivier Moingeon, and Sensorium’s Deputy CEO Sasha Tityanko.

During the last day of the Digital Fashion Week NY, Saturday, February 11, attendees could experience an array of immersive digital experiences, which combined physical and digital assets. These phygital fashion experiences included holograms, virtual showrooms, and animation screenings from some of the world’s leading artists and fashion designers who work within the Web3 space.

ZERO10 at the 2023 Digital Fashion Week NY

The AR fashion platform ZERO10 also showcased activations, alongside LODE. Through these phygital fashion experiences, attendees were able to learn more about how modern technology could play a role in transforming digital fashion and how this, in turn, could give them a new channel for self-expression.

Aside from activations, ZERO10 also showcased a recreation of five designs from independent phygital fashion designers, in particular, pieces from Private Policy’s Fall/Winter ‘23 collection, transforming them into augmented reality.

ZERO10 designs on Digital Fashion Week NYC 2023

Private Policy, a New York-based inclusive fashion brand, debuted its F/W ‘23 collection, entitled “We Are All Animals” and is a celebration of the interconnectedness of all the earth’s living beings. Pieces from the collection featured graphic designs of endangered and critically endangered species, such as the Amur Leopard and the Yangtze Finless Porpoise.

The collection combines utilitarian features, such as harnesses and tactile pockets, with sustainable materials. For instance, components like slanted checker pieces are made using reclaimed or unwanted denim garments, while statement outerwear designs are crafted using recycled poly faux fur.

Aside from promoting sustainability through the collection’s materials, Private Policy’s newest collection also distills the beauty and vigor of nature, combining it with elements that give it an urban edge.

Of the five designs, two had physical representations that were showcased at the show in New York City on February 11. These physical representations will also be made available for viewing in London on February 18. The Digital Fashion Week London runs from Friday, February 17 to Saturday, February 18.

ZERO10 on Digital Fashion Week 2023 NYC - The Marine Explorer #manipulator

As for the other three designs, they will remain digital and will be made available for NYFW 2023 guests to try on. Furthermore, Private Policy’s collaboration with ZERO10 will enable fans to virtually try on pieces from the collection via the ZERO10 app.

Through ZERO10’s integration, attendees and fashion enthusiasts have a new way of interacting and learning more about immersive phygital fashion through augmented reality.

Aside from ZERO10 and LODE, some of the other artists, designers, and brands that were present during the Digital Fashion Week NY included Anastasia Sladkova, Clo B, DOPE GLOBAL, Maya ES, MOS Brand, Schieva x Tokyo White, Tony Murray, and Zoha Khan. S

Digital Fashion Week - phygital fashion - Design by Maya ES — *Fashion by Maya ES*

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How AR and VR Technologies Help Create Phygital Experiences

The widespread adoption of the so-called “phygital experiences” in consumer markets shows that they have now become the standard. By delivering highly personalized and seamless experiences, they ensure consumers’ unique needs are met and their expectations are exceeded. For brands, phygital is no longer just a trend. It’s also now integral to business sustainability and future growth.

The Increasing Demand for Phygital Experiences

One report shows that a majority of shoppers today feel more comfortable using digital technology. Currently, consumers are going back to in-store shopping post-pandemic. And they continue to look for digital options that make their buying journey more enjoyable. They have come to expect the same personalized experiences that brands offer online when they visit physical stores.

Contactless payments, curbside pickup options, and in-store ordering kiosks are some of the ways brands are delivering these phygital experiences. They offer seamless transitions between digital and physical touchpoints.

These solutions are now commonplace in airports, banks, restaurants, and many other establishments. To enhance in-store experiences, some brands leverage immersive technologies that elevate the digital experiences of consumers.

The Role of AR and VR in Creating Phygital Experiences

To create immersive experiences while ensuring smooth omnichannel journeys, AR and VR play a crucial role. Innovative AR and VR applications effectively meet the consumer demand for phygital experiences in the various channels they use.

Many of us already use these technologies at home. Farfetch, L’Oreal, Wacoal, Warby Parker, and other brands transformed online shopping with virtual try-ons.

Apps like IKEA Place use AR to enable shoppers to virtually place realistically rendered and true-to-scale furnishings into their real physical space.

Marriott International uses VR to help customers plan their events. Used with a headset, their VR app renders three-dimensional views of hotel venues with setups customized for specific social and corporate events.

Brands are bringing these at-home phygital experiences consumers have come to love into their brick-and-mortar shops. For instance, BMW makes car shopping more fun with an AR app that allows shoppers to customize the colors and styles of cars. They also offer VR headsets that let customers experience what it feels like to drive the cars.

Many Nike outlets today are equipped with AR solutions that allow shoppers to scan items to view more detailed information about them. A few years ago, Adidas also launched a unique AR experience in its Paris flagship store. Today, shoppers enjoy immersive experiences at home and in-store through the Adidas app.

Toms offers a similar VR experience that transports shoppers to Peru to see how their contributions to Toms initiatives are helping communities there. This type of immersive experience deepens the connection of consumers to a brand as they get fully immersed in the actual impact of the brand’s advocacy on society.

Other AR and VR applications also elevate shopping experiences. These include in-store navigation, immersive product catalogs, and customization tools. They make phygital experiences more captivating. They also connect consumers to brands on an immersive and more emotional level.

Immersive Technologies Are the Core of Phygital

Phygital experiences will be an inherent part of our future. People will come to expect seamless transitions between digital and physical modes in virtually every aspect of life.

Immersive technologies are fundamental to delivering these experiences. Thus, brands that haven’t done so yet must incorporate immersive solutions into their growth strategy. Aside from allowing brands to meet new consumer demands, immersive tech also enables them to deliver more value that gives them a competitive advantage.