SFT and Jelmoli bringing fashion shows to the digital world

Schweizerische Textilfachschule (SFT), the Swiss Textile College based in Zurich, and the department store chain Jelmoli have joined forces as part of a project to design a joint fashion collection. For this, selected pieces are to be produced using sustainable materials manufactured in Switzerland, further details of which can be found in a press release. The collection is to be presented to the digital world at the start of June.

According to the partners, digital avatars, dressed in digital versions of the collection, will take to the catwalk instead of real-life models. The products are digitized in 3D and created as NFTs at the same time. NFTs are non-fungible tokens, which essentially means unique digital assets that cannot be replicated. They are stored on a blockchain but can also be sold and traded.

Visitors can enter the fashion show in the Metaverse, a network of virtual 3D worlds geared towards social connections. To experience the fashion show as if it were real life, visitors will wear Augmented Reality (AR) goggles. To stage this virtual fashion show, SFT and Jelmoli are also being supported by the Zeam agency from Vitznau in the canton of Lucerne.

According to the information in the press release, the collection can also be experienced at Jelmoli for a month after the fashion show. At the same time, a physical exhibition space will also be set up. For this, STF students are making use of discarded items of furniture from Jelmoli.

“STF students have been designing virtual avatars for some time already. With the help of 3D programs, the previously physical production of prototypes can be discontinued, which also helps to save resources”, comments Sonja Amport, CEO of STF, in the press release.