Digital Runways
The fashion industry is always surprising us with new innovations. Owing to changing consumer demands and preferences, the industry is literally on its toes. Post-pandemic, the world of fashion witnessed a paradigm shift in a multitude of ways. With consumers no longer being able to go to stores, virtual trial rooms became such a sensation. Ecommerce brands started offering virtual try-on experiences, powdered by AR technology and more. Consumers on the other hand welcomed the fusion of fashion and technology with open arms. Another groundbreaking trend that has emerged recently and completely changed the way we engage and interact with fashion are digital runways or digital fashion shows. Beyond being an experimental novelty, it is likely to reshape the future fashion landscape.
What are Digital Runways
Virtual fashion shows are literally redefining the runway experience. The term “digital runways” needs no introduction. It’s self-explanatory. Contrary to traditional fashion shows that are confined to physical runways and locations, digital ones have transcended into the virtual realm. They’re accessible to their audience through live-streamed events on the respective brand’s social media handle. What’s more? As an audience, you are guaranteed a front-row seat. Designers and social media-savvy experts are going an extra mile in order to create an immersive and visually-stunning experience for their audience. Everybody can witness a digital fashion show from the comfort of their home and screens.
Georgio Armani was one of the first designers to turn his collection digital during Milan Fashion Week. This event marked a new era in the world of fashion shows. Audiences anywhere in the world could view his collection using a live stream.
Virtual Runways – Limitless Possibilities
The style possibilities with digital runways are limitless. Using various captivating aspects, designers can transport audiences to another realm altogether. Virtual garments are presented in an innovative way using augmented reality (AR), virtual reality (VR) and 3D design. Physical runways pose several constraints which are not present in digital ones. Digital creations can seamlessly blend into an array of mediums thereby blurring any boundaries between the physical and digital world. All it takes is just a few clicks for consumers to try on an outfit they like. They can explore different looks without physically going to a store. Keeping in mind the busy schedules of people today, the virtual runway becomes a playground of self-expression. It gives users a chance to experiment with diverse aesthetics and create their own personal style no matter where they are.
As a brand, here are three reasons why you should target futuristic digital runways:
- A new way of looking at fashion is necessary to meet the changing needs and demands of a consumer
- By virtually displaying your clothes on avatars and virtual models, you can drive traffic to your website. Your target group is more likely to click on a particular product if they like the way it looks on a model.
- A strong digital presence ensures equally heavy sales in physical clothing.
Benefits of Digital Runways
Beyond Reality
In an offline fashion show, there is not much room to experiment. Designers stand a better chance to unleash their creativity on a virtual runway. A few examples include 3D rendering, virtual reality and augmented reality. They can really bring their clothes to life using the latest technology. Digital fashion shows surely defy reality.
Enhanced Reach
Generally, whenever a fashion show is held in the city, only A-listers end up being invited. These people may not even be the brand’s audience. The front-row seats may be solely reserved for them because they’re fashion influencers or their status demands so. However, virtual runway shows are changing this. Anyone can get a glimpse of a brand’s latest collection since it’s showcased digitally. This kind of reach even doubles sales.
No fashion faux-pas
Fashion faux-pas and runway accidents are quite common in fashion shows. Sometimes, they’re impossible to prevent. Unfortunately, this disrupts the flow of the entire fashion show. However, with a virtual show, there is zero chance of runway fails, and an audience can enjoy a flawless presentation.
Final Thoughts
Virtual runways are here to stay. It’s surely a beautiful phenomenon that is transforming the fashion industry. While it creates an immersive shopping experience, it also gives designers a chance to express boundless creativity. When you study a BSc in fashion and apparel design course, you too can create clothes for a virtual runway. In the last semester, students will be asked to make fashion articles that will be a part of their practical assignment and will feature in the graduating show. We at Vogue believe in giving every student the best exposure possible.
In the near future, we can only expect more magical innovations in the fashion industry.
