NFTs, digital fashion and the metaverse are becoming a mainstay of conversation in the fashion industry.
The interplay between the digital and physical world is not only being blurred by omnichannel retailers, but now the garments themselves.
Tech-luxe fashion house Myami, demonstrated this on the Closing Runway at PayPal Melbourne Fashion Festival.
Ahead of the Closing Runway, the brand launched its metaverse and seminal collection 'Abiogenesis: The Origin Of New Life' fronted by international model Duckie Thot.
The 80-piece collection consists of over 30 complete looks - more digital garments than any single fashion brand in the world - and took over 6,000 hours to bring to life.
Myami metaverse avatar
To celebrate the launch of the collection, the brand hosted a private viewing of the range in its very own exclusive metaverse for luxury fashion fans.
"The fashion industry is entering a new material age," Myami founder Brad Morris commented.
"The possibilities for individuality and self-expression have no limits across the entire design process, from concept to silhouette, colour to every texture.
"We hope to showcase digital fashion’s true potential with hyper-realistic looks that you wish existed in real life (IRL)," he said.
And the brand did just that on the Closing Runway, showcasing the digital-first piece, the 'flower bomb' dress in the physical world.
Following its runway debut, the garment was then minted into an NFT and auctioned, with all profits going towards supporting Ukraine - where Myami's head designer is based.
Duckie Thot on the runway at PayPal Melbourne Fashion Festival. Picutre by Lucas Dawson Photography
Model Duckie Thot said she was thrilled to showcase the piece on the runway.
"Digital fashion is a really exciting space, but what sets Myami apart is that their clothes have a level of craft that is totally mind blowing.
"They care about every detail from the first silhouette to the last pixel, this is craftsmanship I’m used to seeing for global luxury fashion houses – it’s exciting to see like for like craftsmanship in the digital fashion world as well.
"The future of fashion is here, and I am beyond excited to be associated with this brave new world," Thot said.
The PayPal Melbourne Fashion Festival Closing Runway was held on March 13 at Margaret Court Arena.