There is so much happening in the fashion world. Our fashion team outlines the latest influencer and fashion trends you should care about this quarter.
Fashion News:
Decentraland hosts first-ever metaverse fashion week
Fashion brands stepped into the metaverse to attend the inaugural virtual fashion week ‘hosted’ in the blockchain-based virtual world of Decentraland. The four-day event involved runway shows, brand activations, fashion experiences and pop-up shops showcasing wearables for avatars, NFTs, artworks and more. Participating brands included Tommy Hilfiger, Dolce & Gabbana, Elie Saab, and Estée Lauder, amongst others. IRL media outlets including Vogue and WWD attended and it’s safe to say Decentraland put its platform firmly on the fashion map.
NFTs steal the show
Metaverse Fashion Week (MVFW) merged the digital and the physical, and showcased how designers and brands are using non-fungible tokens (NFTs) to drive engagement with audiences and explore a new virtual world.
We’ve seen brands like Roksanda create an NFT in the form of a sculptural gown featuring geometric print with AR filters on Instagram to try-on. MVFW used wearable NFTs on 3D non-binary avatars that made their mark strutting down fantasy catwalks.
Avery Baker, chief brand officer at Tommy Hilfiger says: “Consumers’ appetite for digital experiences has never been stronger and as we integrate the digital and physical worlds, the Metaverse offers endless opportunities for creativity, collaboration, storytelling and community building. Whether it’s NFTs, avatar fashion shows or something else we haven’t explored yet, I’m excited to see what’s to come.”
Greenwashing brands to be called out
The demand for sustainable products and services is ever-growing. However, so is greenwashing amongst many UK fashion brands. Consumers are slowly making small steps towards a more sustainable consumption. As a result, they are being conned into paying premium prices for products that are labelled as sustainable when in fact they aren’t. Despite their best efforts, these companies are about to be called out by the Competition and Markets Authority (CMA).
Claims being investigated by the CMA include unfair comparisons that individual items of clothing are “better for the environment” without qualifying how; claims about the use of recycled materials in new clothing; and entire ranges of clothing within stores being branded as “sustainable”.
The CMA will look at the entire production chain for products labelled as ‘sustainable’ or ‘eco-friendly’. If it is clear that it isn’t sustainable or production information is lacking, they’ll be added to the CMA’s naughty list.
Inspiring Campaigns:
Dapper Dan and Gap showcase individuality for SS22
Dapper Dan has teamed up with Gap for the brand’s SS 2022 campaign. The new partnership between the renowned Harlem fashion designer and the longstanding retailer not only expands the discussion on evolving American style but showcases the importance of being your most authentic self.
As the campaign headliner, Dapper Dan collaborated with Gap on a limited-edition ‘DAP GAP’ arch logo hoodie that adds a unique touch to the brand’s signature garment. The likes of supermodel Shalom Harlow, non-binary trans-visibility artist Kai-Isaiah Jamal, creative Indira Scott also feature in the campaign.
Content Crazes:
Gen Z and Gen X take to TikTok
O.sister.o.sister are known for their TikTok style challenges – especially their ‘styled three ways’ videos, which have over 23M views. They take an item and style it three ways as a teenager, 20 something and 50 something (their Mum). After every video, they engage their community by asking their followers to decide who styled it the best in the comments.
It’s a great way to engage their followers and see how different generations style the same item whilst staying in tune with what is trending in their age group.
Latest Launches:
Supreme x Burberry
Burberry teamed up with Supreme as their latest high fashion collaborator. The collection included classic Supreme products with the iconic Burberry check embedded into the logo as well as some high-end Burberry products, such as trench coats with a Supreme twist. The collection sold out in less than three seconds and Supreme saw a buzz around the brand that has been missing as of late.
Ganni x Juicy Couture
Love or hate, it’s still an obsession. Juicy Couture tracksuits are a blast from our 2000s past, whether they were a beloved staple or a fashion faux paux. We’ve seen the brand making a comeback on TikTok and amongst Gen Z culture, with Ganni being ranked as the new IT girl in town with sustainability at her core.
Together, the brands created a 13-piece range of sustainable tracksuits, alongside the launch of t-shirts, hats, dresses, tops and leggings. The collaboration taps into the lux-loungewear trend, respects the planet, and pays homage to fashion’s past.
Contact us if you want to us to help ramp up your next fashion influencer campaign.
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