Artificial Intelligence, or AI, is sweeping the world in surprising ways, and while some may have doubts, it has arrived to stay. But what role does fashion play in all of this?
LVMH Moët Hennessy – Louis Vuitton, the luxury giant, has teamed up with Epic Games, the renowned American video game company famous for its innovative Unreal Engine graphics engine, to promise a revolution in the way we interact with brands.
WHAT IT IS?
The collaboration between LVMH and Epic Games focuses on creating immersive virtual experiences that will allow consumers to explore and enjoy luxury brands in a completely innovative way.
From the comfort of their homes, users will be able to interact with products, attend online fashion shows, participate in exclusive events, and obviously “go shopping from your living room”. Imagine being able to “try on” a Louis Vuitton bag in a virtual environment or attend a Dior event in pyjamas!
WHY IT´S COOL?
Imagine yourself on your couch, deciding which new jumper to buy while exploring a 360-degree product carousel, augmented reality (AR) experiences, or digital twins of physical items. Perhaps you prefer to use virtual reality glasses, where you can see your personalized avatar trying on the dress you’re looking for your event next month in a virtual fitting room. Ultimately, these virtual experiences make shopping more interactive and exciting!
WHY IT HAS FUTURE GROWTH POTENTIAL?
The growth potential of this collaboration is truly extraordinary. With the advancement of technology, virtual and augmented reality are becoming key tools for brands looking to connect with a younger, digitally engaged audience. Generation Z and millennials value experiences as much as products, and this partnership offers LVMH the opportunity to capture the attention of these consumers in an innovative and exciting way.
These experiences can be shared on social media, fostering a sense of community and connection among fashion lovers, while also giving you the opportunity to meet new people.
Thanks to this technology, brands can design and launch collections and campaigns more swiftly, something that would be difficult to achieve with traditional production methods.
Customers can relate more to the models by seeing a wide variety of body types and demographic characteristics. Through more specific and effective campaigns, people can join a community while exploring from the comfort of their sofa what styles they like and which ones suit them best.
The freedom to create avatars stimulates imagination and allows for the inclusion of different beauty standards and body types, which could help reduce biases. Additionally, those facing insecurities would no longer have to deal with the challenge of shopping for clothes in a physical store.
Can you imagine your friend showcasing her collection on the moon? That would be amazing!
Science of the Time
Julia Horcajada Canorea
I find it is the future of textil sector specilly on fast moving clothes ( Mango, Inditex…), however, from my point of view here customer cant feel the quality of clothes, smell… sensation…then, I imagine that in case of high price clothes companies this method is being more difficult to implement.
Vittoria Morace