The avatar-style game allows players to create their own worlds and communities – but just as important, players can also design their own outfits
The final show takes the form of a three-minute video, and like a prestigious IRL fashion event, it’s soundtracked by Michel Gaubert. “This is the first all digital fashion show I have worked on, and I approached it the same way I would approach a physical show, which is instinctively,” Gaubert says. “The difference here is that the show is actually a video clip of an incredibly popular video game – and I aimed for a playful, free-spirited fashion moment; fun and games.
All-in-all, the final video is not that different from a real fashion show. Although, who’s to say what’s real nowadays? As Goehring describes it, putting together the event was quite similar to prepping a physical fashion show or shoot. “To be honest, [we prepared] very much like a normal pull in the first stage when working on a shoot: I went through my favourite collections of the season and picked the looks,” he says. Of course, as in any fashion editorial, there were a few wrinkles.
For Reference Festival, staging a virtual fashion show on a popular video game is an extension of the organisation’s non-traditional approach to fashion events. “I believe that the future of fashion is a broad field of many aspects, and that anything virtual and engaging, and gaming in particular, are among them,” Reference Studios founder Mumi Haiati tells.
To Gaubert, the video represents a joyous escape from the physical world. “You can live your life in a game as you like while being stuck at home, and you can wear your favourite looks from Undercover, Prada, and Raf Simons as you buy turnips or plant red mum flowers in a gender-free environment.” Doesn’t that sound like a little slice of paradise? Though like anything good these days it comes at a cost.
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