Opinion

Why the fashion industry is levelling up its game in the virtual world, and why it matters for real-world brand success.

From awe to immersion, the idea of a real-time fashion week is still far beyond the reality. But what would success in this space actually look like, and how would fashion measure it?

Colliding the concept of a fashion or beauty week with real-time environments and a panel of other technologies has delivered mixed results. But despite the high bar they need to clear to secure budget, brands keep coming back. Why?

What should an open-access fashion show look like in an industry where physical and digital are blurring? And is the vast possibility space presented by emerging technologies actually equating to artistic value and worthwhile user experiences?