2022 World Design Capital Conference | How to "go to both directions" in the universe and fashion

The interaction between the Yuan universe and the fashion industry is becoming more and more frequent.

Perhaps both of them have a cool background. On the "WDCC Fashion Yuan Cosmic Summit Forum" held yesterday, each involved in the guests' hand of the Yuan universe fashion show: On the first day of the opening ceremony on September 15th, " Shanghaitang (Shanghaitang) presents a reality and symbiosis of the Yuan universe fashion show; at the newly concluded China International Fashion Week, multiple digital man models for the first time to set up a fashion virtual catwalk ...

When technology starts the unlimited possibility of the Yuan universe fashion, the opportunities and challenges in front of the fashion design industry shared: What should the fashion industry be expressed by the Yuan universe? How does the design drive the development of the new track of the Yuan universe? In this "two -way go" journey, every participant has something to say.

What should the fashion industry be expressed in the universe?

According to the report of McKinsey Consulting, virtual product consumption in 2021 reached US $ 110 billion, of which 30%were used for virtual fashion consumption. The fashion industry is the first to pay attention to commercial sales brought by the Yuan Cosmic Technology Revolution, and the proportion of more than 5%in the next 2 to 5 years can exceed 5%.

"Virtual fashion is the general trend. Beauty, fashion and other companies have more or less launched the Yuan universe layout." Liu Yan, founder and CEO of Lingyi Technology Style3D, introduced that in the past, related customers of this technical enterprise have already undertaken the relevant customers who have undertaken it. With more than a thousand, the brand has launched this express car to launch NFT digital collections, Yuan universe virtual catwalks, digital people and other methods.

With the new way of the Yuan universe, is it just to add a cool technology coat to fashion? Hong Boming, CEO and creative director of Jinba Men's clothing, shook his head: "The starting point of the Yuan universe is not a gimmick, but a long -termism of the brand." He believes that from the perspective of the carrier, the Yuan universe is an extension of the brand and user emotional intersection. Brands should pay attention to transmitting stories and values ​​to the long -term and reality space of the Yuan universe, so that digital assets have precipitated cultural value. On the other hand, the Yuan universe can also help brands establish a communication bond in advance and the future young generation of consumers, and interact and create together with a more equal and youngest attitude.

If you think about the relationship between technology and fashion from the above dimensions, there are still many things to do. For example, to pay more attention to the precipitation and use of brand digital assets, and re -build and operate the community community in the virtual space. None of these questions can be copied, and the brand needs bold exploration. However, Liu Yan believes that there should be a consensus behind it: the work method of the Yuan universe or the real physical world is not opposite. In the future, it must be integrated with each other.

To design the development of the new track of the Yuan universe

People say that fashion is an art expression of technology. The birth of each new technology will bring new aesthetic design and commercial extension. Therefore, this problem is also very interesting: how to use the design to drive the development of the new track of the Yuan universe?

At the opening ceremony, this Yuan universe fashion show brought a lot of inspiration: the real model of the main venue walked around the field clockwise to represent the passage of time; the digital model of the Yuan universe branch venue, walking around in a counterclockwise, showing the show. Represents the rules of breaking time. A total of 24 sets of clothing displayed on the offline stage, of which 12 sets were completely restored at the Yuan Cosmic Show. The design of the virtual and reality of the universe shows another aesthetic expression of clothing.

"Just as the design brings unlimited imagination space and emotional expression, the fusion of false and reality has also brought us a more profound and vast design inspiration." As one of the planners of this fashion show, the co -chairman of the board of directors of the Edvir Xuan Group Liu Jinyao, chief executive of the group, took this as a case that the rapid development of the Yuan universe helped the fashion industry to extend greater business value.

Lan Tingyuan, the person in charge of the project of L'Oreal China Consumer Center, also believes that under the influence of the Yuan universe, people's definition of beauty will be wider than the real world and promote the changes in the real world. "For example, there may be virtual human beings in the future. Makeup, it will open another window for the entire market to drive the further development of the new cosmic track with more design and creativity. "

At present, Shanghai has written the "Yuan Universe" into the "Fourteenth Five -Year Plan" industry plan and released a action plan for cultivating the new track of the Yuan universe. Zhang Yi, deputy secretary of the party committee of the Municipal Economic Information Technology Work, believes that it is necessary to give full play to the extensive empowerment effect of the design, and establish a strong link between the Yuan universe and fashion with the "design+" new business model, and promote the in -depth integration of the digital industry of the fashion industry and the Yuan universe. Innovate the development, actively carry out cross -border project cooperation, promote the cultivation of compound talents, and actively explore the entire innovation path of designing and empowering the fashionable universe.

"In the next ten years, the in -depth integration of the Yuan universe, design and fashion will lead the industry to the next era, and will also lead the entire consumption to achieve a subversive change." Zhang Yi said.

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Author: Xu Jinghui

Edit: Fan Jing

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*Wenhui exclusive manuscript, please indicate the source for reprinting.

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