The Next Wave in Fashion: Transitioning Real-World Models into Digital Avatars
In an era where the digital and physical world continues to converge, the fashion industry is witnessing a new trend: the creation of digital avatars based on real-world models. The objective is to provide brands with an innovative and immersive experience in the metaverse, while simultaneously preserving the individuality of the models.
Avatars are created through a combination of 3D scanning technology for facial features, complemented by completely digitally-rendered bodies. These digital personas, mirroring their real-world counterparts, serve as their metaverse 'alter-egos'. Each avatar is endowed with a unique voice and style to maintain a sense of authenticity.
Designer input plays a pivotal role in shaping the look and feel of these avatars. Physical characteristics, clothing, and accessories are carefully selected by models in collaboration with designers. The freedom in choice of appearance allows some models to opt for a virtual reality mirror image, while others push creative boundaries to create a unique metaverse identity.
These digital avatars are open for booking for various metaverse-based activities, from fashion shoots to product launches, and other modeling roles. Brands can license the digital models for specified durations for their metaverse campaigns. To regulate this, Non-Fungible Tokens (NFTs) with built-in burn periods are used to validate the license of the avatars. Upon the expiry of the NFT, the licensing agreement terminates. The licensing contract delineates the rates and usage terms, leaving room for varying business models and remuneration methods.
One of the primary objectives of this initiative is to ensure the digital fashion space does not become monopolized by entirely computer-generated models. This balance can be achieved by developing digital personas that truly reflect models' real-life personalities, values, and beliefs. The metaverse also allows models to express dimensions of their personalities that they might not convey in the physical world, further enriching their digital personas.
Digital avatars are becoming an integral part of virtual realities. Many brands are already utilizing digital versions of popular figures to promote their products. However, this surge in digital models gives rise to ethical concerns, specifically pertaining to race and gender representation. It's crucial for brands to consider diversity in their avatar creation, both in terms of physical representation and the creative teams involved.
Using a broad range of real-life models as the basis for avatars can mitigate issues related to tokenism and virtue signaling. As the digital world continues to grow, these avatars present an opportunity for models to expand their personal brands into novel, trend-setting spaces.
As the technology evolves, a wider spectrum of body types and identities can be represented in the metaverse, mirroring the diversity present in the physical world. The metaverse could provide additional revenue streams for models, and even extend their careers in unique ways. For instance, avatars could adapt to reflect real-life changes in the model's life, such as pregnancy.
Just as real-world models are chosen for their unique personalities, the same will apply in the digital realm. Clients will likely appreciate the ability to interact with these digital personalities.
As the industry continues to grow, future plans involve the development of a diverse range of avatars, the initiation of more metaverse ventures, and the exploration of collaborations with 3D designers. While current technology may primarily focus on campaign licensing, there is potential for future partnerships within gaming industries and other metaverse platforms.
