Digital-forward fashion brand Ilona Song’s Futuristic Fauna and Primavera collections will bloom in the real and virtual worlds this week, and the effort may offer a glimpse into how the fashion business — from design to runway shows to distribution — could look in the future.
The young, Los Angeles-based fashion house is known best for its Luv dress, a heart-shaped gown first made available in digital form that went viral last year thanks to a virtual try-on feature, with variations worn by stars like Madonna, Cher and viral fashion avatar Noonoouri. Now there’s a physical version of the garment for sale, and with Ilona Song’s so-called “phygital” bona fides established, the virtual dress is heading to Decentraland’s Metaverse Fashion Week (MVFW), starting Tuesday.
Inspired by nature, Ilona Song is exhibiting Camellia Bride, Chanterelle Dress, Lotus Dress and, of course, the Luv dress, among others, in various ways ranging from NFT art, wearables or both. But that just scratches the surface.
On Decentraland itself, a partnership with Vogue Singapore brings the brand to the publisher’s virtual rooftop at the Cash Labs Gallery, where it will present NFT…
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