meeting with a Pantone specialist

It’s hard to deny the impact the rise of the metaverse has had on the fashion industry since the beginning of the year, be it digital collections presented by renowned designers or the launch of so many highly anticipated Metaverse Fashion Week that took place. in the month of March.

Despite the importance of today’s digital world, trends, especially color, are still essential for brands, and the sudden digitization of fashion presents new opportunities for those looking to try augmented reality.

“Since the range of colors that can be perceived on screen is almost limitless compared to what can be reproduced in the physical world, the digitization of fashion opens up a new world of possibilities for the future of color in our industry,” Laura Pressman, vice president of the Pantone Color Institute, said in an interview with FashionUnited.

Pressman discusses the future of color analysis, Pantone’s role in the metaverse and the opportunities for designers and color in the new digital fashion landscape.

Metaverse Fashion Week: A New Form of Commentary

The digital world remains an unexplored territory for many brands with so many opportunities to explore. While Metaverse Fashion Week has enabled many players to take their first steps in this uncharted territory, the final rating reveals the number of pitfalls and a good margin for improvement if the event were to adopt an annual format or seasonal.

Despite the sometimes low graphics resolution and lack of technical support, Metaverse Fashion Week had the credit of drawing new fashion players to the Decentraland platform, the majority of whom had never experienced before. Meanwhile, a group of designers, including Tommy Hilfiger and Philipp Plein, tried out virtual fashion for the first time on this occasion.

Image: Decentraland, MVFW location

“The metaverse, and specifically Metaverse Fashion Week, is a brand new space where designers and brands are trying to find their place and figure out how they want to be represented there,” says Laura Pressman. “Should an existing silhouette be duplicated for the digital world, or is it better to take this opportunity to create a new collection? †

This question in particular was the main theme of the event and the designers showed many ways to approach the metaverse. While the Etro brand was inspired by the previous season’s collection, Dolce & Gabbana opted for an original line that was free from the constraints of the real world.

“On a very high level, we have seen designers show collections similar to those they have already shown in the physical world, while others choose to view the opposite by using colors whose vibrancy and vibrancy are made for the digital environment,” adds Pressman. “We are still in an experimental phase today, so no approach is definitive, and creators will continue to explore the possibilities this new space offers.”

About the impact that Metaverse Fashion Week will have on the fashion industry in the coming years, Pressman is confident: “We are convinced that digital fashion has a place in the future of this industry, but it is a process that takes time. It’s too early to say whether Metaverse Fashion Week will have a real impact or differentiate itself from the physical shows.”

Pantone’s place in the metaverse

Pantone has also delved into the metaverse with the launch of a collection of non-replaceable tokens (NFTs), inspired by the digitally-influenced color of the year 2022, Very Peri. Created in collaboration with the multidisciplinary artist Polygon1993, the digital works similarly explore the use of “digital” color through different technologies that achieve different effects, such as the illusion of movement. The limited edition NFTs, distributed in partnership with the Tezos blockchain network, were distributed free of charge to interested parties.

Image: Pantone, Very Peri NFT x Polygon1993

Speaking about the launch, Pressman said: “With new trends in gaming, the growing popularity of the metaverse and the creation of an artistic community in the cloud world, we are creating NFTs to share with our audience, in color Pantone 17-3938 Very Peri, enabled us to illustrate how color trends in the digital world can manifest themselves in the physical world and vice versa.”

Referring to the opportunity for Pantone to expand its analytical potential into the digital world, Pressman emphasizes: “digital fashion is a very new concept and we are now rethinking our role in the dematerialized universe and exploring the different ways to reach our international audiences. in this new environment. Our initiatives may include the introduction of color palettes created especially for the digital world, colors with textures, finishes or gradients that could be found in this space. We also plan to update our trend predictions specifically for colors in the metaverse, just like we do for the physical world.”

The future of color analysis

Image: Decentraland, the manufacturer

Pantone’s color trend forecasting reports have become regular sources for fashion weeks in New York and London, detailing all the strong color combinations for the coming seasons. A tool that can be customized for future events that take place in the metaverse. “As we explore our role in the digital world, a special report on color trends for the metaverse is one project we are considering,” she added.

Such reports can offer many opportunities, and while many designers may choose to use similar colors in the physical and digital worlds, a metaverse trend report can also have other uses. Selon Pressman, « un designer pourrait, à partir de ce rapport, décider de retravailler l’éclat d’une couleur, d’ajouter un fini métallique, ou d’injecter un dégradé ou un effet iridescent aux couleurs qu’il a décidé de work”. While the possibilities are endless, some barriers remain when it comes to producing accurate digital color analysis. “Above all, the colors present in the digital environment will never appear identical on two different screens. one screen looks blue, the other will look purple,” she explains.

Finally, Pressman also wonders what role the textures and finishes of the clothing play in this context. “Colors in digital space often appear more vibrant through the use of light,” she explains. “These are all elements that we have to take into account if we want to analyze color in the digital space”.

This article originally appeared on FashionUnited.com. It was translated into French and edited by Maxime Der Nahabédian.

Image: Decentraland, MVFW location

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