Into the Metaverse at Digital Fashion Week NY

Metaverse Fashion Council is facilitating a series of interviews among our Advisory Board Members in order to address the most important and relevant questions related to Metaverse. This interview is run by fashion entrepreneur Tracy Greenan and Clare Tattersall, the founder of Digital Fashion Week NYC will share insights of the upcoming runway shows, XR rooms and panel discussions.

— When does Digital Fashion Week New York start and what can we expect this year?

Digital Fashion Week NY runs pretty much in parallel with NYFW, the dates are September 7-11. Each season is different as we draw on new technologies and welcome new designers into the digital family. We have screenings of animations, both live and in the Metaverse movie theatre, networking, runway shows where you can experience digital and physical fashion together. Virtual try on, XR showrooms where you can explore and try fashion, speakers, panel discussions and the opportunity to create your own avatar that reflects your own body, which will then be an NFT. The theme is “Into the Metaverse” and we are looking at the ways that designers, brands and consumers can enter on their own terms.

— Explain to us how Digital Fashion Week New York works? How is it different from a traditional fashion show? How do we view it? Can anyone get tickets?

It sometimes overlaps with a traditional fashion show. But it is also different. I believe that the consumer demands new ways to interact with fashion and we are exploring ideas in this space. We are not exactly providing answers, but rather experiences that will raise more questions. So we do have runway shows, but you will be able to create your avatar and try on digital versions of the clothes. Fashion is about self-expression and we are experimenting with more creative ways to express yourself.

— What do you need from digital fashion designers to be apart of DFWNY?

We have several categories and each of these has different demands. We select designers that we think exhibit both technical excellence and also creative brilliance. Designers need to come to the table ready to push their own boundaries, learn new technologies and try out different ways of sharing their artwork.

— Why should we be interested in digital fashion? Why wear virtual clothes if we can’t wear them in real life?

Well....we can wear them in real life. So much of our lives are now spent online, and we can wear these digital clothes (it is still an evolving process). As a jewelry designer, you are selling your designs to wear in Zoom calls or on Google Meet. As we move more and more into virtual experiences we are going to need clothes that express who are as much in URL as we do in IRL.

— Where do you see DFWNY in the next five years? What do you have planned for the future?

One thing we have learned from recent history is that you never know how the world can suddenly change, so while we can plan ahead, we have to stay nimble and adapt. This is absolutely key to DFWNY is just a reflection of where technology and creativity are going. I really cannot say where we will be in 5 years – that seems impossibly far out in planning terms. However, I can tell you that for February 2023 we are already talking to some fabulous brands about cool immersive experiences where people meet fashion.

— Do you see any resistence from traditional fashion brands showing at NYFW going digital?
Why aren’t more participating in DFWNY?

I think it is very hard for established brands to adapt as fast as young brands. Independent designers are more nimble and agile because they just don't have the infrastructure behind them, they don't have red tape or checks and balances. We work with independent designers because honestly that is where the digital talent pool is right now. Bigger brands are dipping into this pool for the talent. It's really interesting to watch this reversal of fortune, and super gratifying to see independent artists appreciated for their skills.

— From what I hear, many digital designers in this space are spending a lot of time and energy collaborating with others, but few are making real money and that can be frustrating. What are your thoughts?

Some people are making a lot of money. Some people are not – you are going to find that in any industry. It is a time of innovation, you need to stand back, look at the market and see how you fit in or how you can differentiate. Many of the designers we work with are so busy now, it is no longer a side hustle, but they are often overwhelmed with how much work they are getting.

— How can a traditional fashion brand transition to web3? It seems very daunting and intimidating. Is it expensive? What are the steps to take?

That is a huge question. We could be here days discussing. What we are addressing during the panel discussions, networking and speaker events is steps that you can take to enter this space. There is no single one-size-fits-all answer. It is very important to look at what would work for your brand.

— Who is your favorite digital fashion designer or brand? What is it about them that you like?

I don't deal in favorites. Honestly I am stunned by the wealth of talent and creativity out there.

— Tell us about the Drip Boutique. Where did the concept come from and what are your plans for it?

We are very focused on functionality – finding new ways to wear digital fashion. Our plans are to keep expanding, keep forging new partnerships and keep providing new options for designers.

— Where do you see digital fashion evolving?

I very much believe that the Metaverse will play a significant role in business, industry and education. While now we are mainly hosting social events, but in the future it will be an integral part of how we learn and share. And while we are spending so much time there...well we are definitely going to need a cool drip to wear.