Edward Crutchley AW22 debuted at London Fashion Week, along with a digital drop for the future of fashion. The fashion collection referenced the 20th century, queer goth movements and style from the middle ages in an androgenous way with visually interesting textiles. At the runway show, visitors got to take in the sights of structured coats, velvet gowns and oversized cardigans, as well as upcycled details.
The physical designs made their mark alongside a three-piece augmented reality collection via digital design platform Zero10. The designer's first foray into the metaverse introduces AR versions of garments from the show, including the crystal bustier gown, gothic leather jacket and Gidot sleeved gown. The three-piece digital collection is said to take "Edward Crutchley’s creative vision beyond what is physically possible with his first augmented reality showpiece presented at London Fashion Week."
Fluid Phygital Fashion
Edward Crutchley AW22 Dropped a Digital Collection Alongside Physical Looks
Trend Themes
1. Digital-physical Fashion Blending - The fusion of digital and physical fashion offers businesses an opportunity to create unique customer experiences through interactive displays and AR-powered dressing rooms.
2. Augmented Reality Fashion Shows - Fashion designers can leverage AR technology to create immersive runway experiences that allow customers to visualize and interact with garments in a virtual space.
3. Upcycling and Sustainable Fashion - The trend towards upcycling and sustainable fashion represents an opportunity for businesses to reduce waste and stand out by creating eco-friendly clothing lines.
Industry Implications
1. Fashion - The fashion industry can incorporate digital elements into physical designs, allowing for increased customer engagement and new marketing opportunities.
2. Technology - The development of AR and other digital technologies can enable businesses to create innovative fashion experiences, from virtual try-ons to online customization tools.
3. Sustainability - The growth of upcycling and sustainable fashion provides an opportunity for businesses to align their products with eco-conscious consumers and promote their commitment to environmental responsibility.