First look at the Dundas World show at Paris Fashion Week, also available in AR via the DRESSX app … [+]
For Dundas World D24, his first Paris Fashion Week show in four years, Peter Dundas partnered with digital metacloset DRESSX. The outfit’s founders Daria Shapovalova and Natalia Modenova created an AR digital wearable of the collection’s first look, a nautical inspired coat and hat.
The “See Now, Wear Now” look which dropped on the DRESSX app just prior to the show, enabled guests including Vogue’s Suzy Menkes to try it on virtually even before it had walked the runway IRL.
“We are reinventing the concept from “See Now, Buy Now”, to “See Now, Wear Now”, so anyone can become closer to the brand’s DNA by interacting with its statement pieces in the digital reality,” Shapovalova and Modenova said via text message.
“We see the demand from fashion brands to reach new audiences,” they added.
“One of the reasons we started our brand was that I wanted to explore technology as a way to connect with out clients,” Peter Dundas told me following the runway at Paris’ Opera Garnier.
For Dundas World, which launched at the 2017 Grammy Awards with Beyoncé Knowles wearing its very first look, celebrity currency and technology have always been pivotal.
DRESSX has previously teamed up with Dundas World on exclusive NFT wearables of the Super Bowl outfits it created for artist Mary J.Blige last year.
“They’re wildly talented and I have so much fun working with them,” Dundas enthused of Shapovalova and Modenova.
Making the looks available in digital format also serves to democratize the brand allowing it to be accessed by people who couldn’t even begin to afford it in real life.
“We want to dress as many people as possible,” said Dundas. “It feels like a great step forward it’s one of the most wonderful things when you’re able to reach people and see them wearing the looks virtually as well; it’s super thrilling for me.”
Dundas and DRESSX will continue their association for the second edition of Metaverse Fashion Week in Decentraland when they will partner on further digital wearables.
“It feels like an extra bonus to your season,” he said. “We’re very excited about doing a show at metaverse fashion week again so I’m now going straight back to work on that.”
Further expanding it’s web3 presence, Dundas also dropped his D24 collection in the form of 340 PoAP (proof of attendance protocol) tokens to guests who attended the show. Designed by creative studio UME in conjunction with Polkadot, they will be minted on the sustainable Unique Network blockchain and afford access to exclusive additional D24 content.
It’s a family affair: UME Studio CEO and XR director Victoria Bousis is the sister of Dundas World co-founder and image director, Evangelo Bousis — also Dundas’ life partner with whom he has two children.
Just like the DRESSX duo, she brought a woman’s perspective to the brand’s web3 iteration. “As a female director in the space, I was inspired by the narrative behind Peter Dundas’ iconic designs and the Dundas woman,” she said in a statement
“Dundas has been heavily invested in the intersection of Web3 technologies and fashion since the beginning of this movement,” added Evangelo Bousis. “PoAPs are just the beginning. We can’t wait to show the world all the groundbreaking experiences we’re building together.”
The Dundas show look in AR digital wearable format on the DRESSX app.
Source: https://www.forbes.com/sites/stephaniehirschmiller/2023/03/07/dundas-teams-up-with-dressx-at-pfw-creating-the-shows-first-look-as-an-ar-wearable/