The Fabric Of Reality: Finally, An Immersive (XR) Brand Experience Worth The Hype

The Fabric Of Reality: Finally, An Immersive (XR) Brand Experience Worth The Hype

High fashion is rupturing at the seams thanks to the shockwaves of Covid-19, the pressures of sustainability and a new era of virtual appetites and innovations are throwing much of the sector's tired-looking hierarchies and processes into disarray. Just over a month out from the usually-sanctified September Fashion Weeks and mid-way through a mostly scrappy summer of digital substitute events, how to handle the catwalk show (Do we still need them? If so, in what formats? And who's the audience/s now anyway?) has underscored much of the wrangling. It's made last week's immersive 'Fabric of Reality' XR initiative - three interactive 'rooms' within an individually navigable virtual museum, experienced simultaneously by 150 people in VR and 100k+ more via live-stream - a potentially landmark event.

















My own in-VR avatar, experiencing the Fabric of Reality by RYOT, Fashion Innovation Agency and the ... [+] Museum of Other Realities.





RYOT





Not solely a virtual salve to traditional catwalk shortcomings (although it was conceived in sympathy to pandemic-hit brands preparing for their physical shows to hit the skids) it offers a vista onto new-era retail and communications culture for brands