The large room in the spring studio is filled with people, all of them have come for a reason: “Vivienne Tam is sending everyone to Metavas today,” people whispered.
Not everyone knows what Metavas looks like, but many find it fun to be a part of a fashion show.
The final preparation was completed, camera operators and photographers were ready. The hall went dark, the screen came on and the models started to come out.
The attendees were present at the pinnacle of fashion, contemporary future Hong Kong, digital technologies and their own sensibilities. In this place everyone wanted to live, learn and melt into the energy of the event.
“I’m still learning myself, but I wanted to bring the modern future into fashion and do something useful,” says Tam. I am inspired to bring not only technologies but also my culture to fashion.
And her vision is undoubtedly real. Tam brings new technologies to traditional fashion, gamely customizing them for each customer – a quality that’s perfect for a Metaverse ambassador. She offers new ways to use technology to access special events and opportunities, giving birth to a new realm of possibilities.
But that’s not all: those who didn’t get a chance to attend the show in person are invited to a special Metaverse where they can walk the red carpet, interact with other virtual guests and watch the show, but in a completely new world. Tam wanted to bring her core audience of Web2 customers to the Web3 experience, most of whom had never seen Web3 or MetaVas. Guests are treated to exclusive experiences such as access to the world premiere of her 2023 textile design. Never before have they been given access to her design inspiration and mood boards, and attendees will be able to see and engage with it all before anyone else.
Tam wanted to expand her customer base in Web3. According to her, “It’s all about digital transformation, and no one has figured it out in fashion…”
Swanseath, a fellow at Tam Metaverse, was previously head of digital marketing at brands like Nike and Revlon and has consistently said that people don’t want pixelated fashion. Her goal was to create a one-of-a-kind digital exhibition to democratize access.
“I had been toying with the idea of a mirrored metaverse fashion show for about a year, and when I met Vivienne I knew I had the perfect partner,” Sit says. “I wanted to blend both worlds seamlessly and equally, so we had to reproduce every detail – from the room setting and the New York City skyline to the paparazzi photos and lights. My hope for the future is that you will be equally visible anywhere and everywhere.
WOND3R founder Kerry Chappley has worked with Tam on her digital clutch from HP, a NASA-inspired fashion line, an NFT-centric collaboration with Gemini, and now, metaverse. “Vivien’s design language is limitless,” says Crapliwi. “We always want to push the fashion industry with technology and experience and now with Web3. That’s what we do,” he said.
And that’s just what Tam’s event did, with proof of attendance from Invincible Symbols her signature Dragon zodiac sign given to all guests along with celebrity host Hard 8’s workgroup artist Ari Abdul. Web3 personality Crypto Megan addressed guests on the digital red carpet, while DJ Rhea Raj kicked off the after-party live.
“We’re extremely grateful to our strategic advisor Meredith Morris, Metaverse Platform Vatom, and designers Aleph Branch, Luby, and Propy for helping us build a ground-breaking experience,” says Sitt.
From security to last call, the guests didn’t want to leave. They probably didn’t even realize they were all in the metaverse, but they definitely felt it and connected to it.
After all, new technologies are useful only after they are put into practice. And it’s great to have a designer who does that.
by Anastasia Drinevskaya
For media inquiries
Lede company
NYFWVivienneTam@ledecompany.com
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About Vivienne Tam
Vivienne Tam is an international designer marrying fashion with technology through a culture-bridging, East-meets-West approach and pioneering international collaborations. Tam effortlessly blends her traditional roots with a contemporary design vocabulary known for her art. She is the author of the award-winning China Chic, and pieces from her collection are housed in the permanent archives of world-renowned museums, including the Metropolitan Museum of Art in New York and London’s Victoria and Albert Museum. Her most recent exhibit was “China: Through the Looking Glass” at the Metropolitan Museum of Art’s Costume Institute.
About the Hong Kong Economic and Trade Office in New York
The Hong Kong Economic and Trade Office in New York is the official representation of the government of the Hong Kong Special Administrative Region on the east coast of the United States. Its mission includes promoting and strengthening economic, trade and cultural ties between Hong Kong and the 31 eastern provinces.
About Cyberport
Cyberport is Hong Kong’s digital technology flagship and entrepreneurship incubator, boasting over 1,900 members, including over 800 on-site and around 1,100 off-site startups and technology companies. It is managed by Hong Kong Cyberport Management Company Limited, which is wholly owned by the Government of Hong Kong SAR. With a vision of becoming a digital technology hub, creating a new economic driver for Hong Kong, Cyberport is committed to fostering a vibrant technology ecosystem by fostering talent, promoting youth entrepreneurship, supporting start-ups, promoting industrial development, and promoting strategic collaboration. Local and international partners, and by accelerating the digital transformation of the public and private sectors, integrating new and traditional economies.
About Swan City
Swan Co is a consulting firm specializing in integrating Web3 into brands and mass adoption. Swan Seats from Entrepreneur Magazine’s “100 Women of Influence,” NFT Now’s “NFT100,” Unstoppable Domains’ “Most Inspiring Women,” Blaster’s “Best Women on the Web 3,” and Product Innovators’ “40 Under 40.”
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