In Moscow, the Supermetal space is hosting the Look 3.0 exhibition, organized by the 2MRW NFT gallery.

25 artists presented their projects dedicated to fashion in the virtual world.

You can purchase the work you like using a QR code and thus become a digital art collector.

Some projects were previously presented at Moscow Fashion Week 2022.

The progressive trend is increasingly picked up by eminent fashion platforms and brands - Paris Fashion Week, Prada, Gucci, Dolce & Gabbana and others.

You can use such a work in the metaverse - this is a digital space where the user can move and interact with the avatars of other people.

The term metaverse appeared 30 years ago, when the science fiction writer Neil Stevenson in the novel "Avalanche" showed the near gloomy future.

The protagonist is a simple pizza delivery man, but in the metaverse he becomes a successful hacker and samurai.

Today, the global audience of the metaverse is growing rapidly: experts predict that by 2030 the number of users will reach 5 billion, and the costs of the metaverse will grow to $5 trillion, which will allow the new technology to become an all-consuming trend.

The online and offline worlds are already so closely connected that the metaverse is becoming a venue for real celebrations and parties.

So, in early June, the Russians Anton Kofanov and Irina Golubovskaya played the first ever wedding in the metaverse.

It cost 3 million rubles.

Aleksey Kalenchuk, director of the AR/VR direction of the Skolkovo Foundation, claims that such marriages are identical to real ones - they are held with an orchestra, delicacies on the tables and photographers.

At the same time, the speed of events in the online world is much higher than in the usual offline one - about 25 times, said the founders of 2MRW Alexander Guskov and Peter Tomorrow in an interview with RT.

  • © Photo courtesy of 2MRW Gallery

The new phenomenon also affected the cinema.

Steven Spielberg tried to comprehend it in his 2018 film Ready Player One.

However, in the film, the game was controlled by one person, but in reality each of the games is decentralized - divided among the creators.

NFTs in Russia

In Russia, the NFT culture is in its infancy.

Alexander Guskov explains that now one of the values ​​of the industry is to unite artists and creators of the same interests to create a symbiosis of style, atmosphere and beauty: community, create hybrid businesses that combine all the advantages of the offline and online world, generate content for digital universes - avatars, digital clothes and accessories."

Companies that have already managed to create a digital representation are now at the peak of trends.

The biggest brands are moving into the metaverse.

They understand that their client will order real or digital clothes for his avatar, which he lives in the virtual world.

Care online

A big plus of the metaverse is economy.

The conventional market is much more expensive than the digital market, which has the advantage of not only lower costs for the production of goods, but also saving the environment, natural resources and time.

Chains are simplified, and processes are accelerated - a huge number of tasks disappear, clothes do not need to be sewn off, brought to the store, there is no need to reinvent things.

The complexity of the procedure is reduced, but the profit remains the same or even higher.

Thus, the priority remains with digitization, where much depends not only on the talent of the designer, but also on technologies and capacities.

“The digital clothing market opens up opportunities for anyone who dreams of creating their own clothing brand, but does not have the resources or time to bring the idea to life.

Now it is enough to turn to a digital artist who will create clothes, style and image, which is limited only by the client's imagination.

Artificial intelligence technologies will soon allow you to film yourself and instantly try on a digital suit that will be indistinguishable from the real one on the screen.

In addition, digital fashion is able to cross the line when it is no longer necessary to fill the wardrobe with a large number of rarely worn items.

It will be possible to change several images a day within the metaverses and social networks at the touch of a button,” says 2MRW Gallery Communications Director Evgeny Liskunov.

  • © Photo courtesy of 2MRW Gallery

As for the prices for digital fashion items, they are formed by several components at once.

First of all - the name and fame of clients, collectors, viewers.

Another aspect is the experience of the manufacturer.

The price for one product can vary significantly.

In one case, the artist works on the work for several days or weeks, while in another, with powerful expensive equipment (the cost of one video card can reach 500 thousand rubles), it will take only a few hours.

“In art, you can discuss pricing for a long time.

An artist can sell his work in 2D using a minimum of graphics, if he has a loyal community of subscribers, this always increases the chances of sales success,” explains Alexander Guskov.

The current exhibition will last until July 20, but Guskov and Tomorrow organize similar events at Supermetal on a regular basis.

“Now we are preparing a new project for the public space, which opens in early autumn.

The works of Russian and foreign media artists will again appear on the screens.

The gallery will manage content and accompany a selection of new digital works,” the organizers promise.

The NFT market is expected to continue to grow along with the metaverses.

Every day there are more and more highly paid artists and digital goods bought for millions of dollars.

Of course, it was the pandemic that helped these areas, influencing, for example, the transfer of museum collections to the digital world.