Italian streetwear brand GCDS, aka "God Can't Destroy Streetwear," unveiled its Spring 2021 collection through an innovative virtual runway arcade. The virtual runway created a fantasy set with sci-fi renderings of real models such as Aweng Chuol, Raisa Flowers, Jazzelle Zanaughtti and Ottawa Kwami. The virtual runway even had animated celebrity appearances by Dua Lipa and Anwar Hadid in the audience.
With aim to escape the reality of the global pandemic, GCDS recreated every aspect of a real-time runway show, reimagined in a utopian world. GCDS' Creative Director Giuliano Calza admits to turning to sci-fi cartoons amidst the global pandemic as a form of escapism. Calza soon realized the similarities between fashion and fantasy and decided despite the pandemic, that the show must go on.
GCDS partnered with Los Angeles engineering firm Emblematic to create a digital platform to host both the virtual runway show, as well as a game room, avatar social spaces, and backstage access. The garments were created in 3D, with detailed seams, fabric grains, colors, logos and realistic fabric movements. Hair and makeup design was outsourced to runway specialists Erin Parsons and Syd Hayes to design looks for the avatar models. GCDS left no details unresolved for their first virtual runway show.
After the virtual runway, viewers had the opportunity to interact with the GCDS team, ask questions and participate in private short film screenings and play games with the avatars. GCDS pioneers this ulterior virtual runway format, catering to their youthful customer base. With the fashion industry innovating new methods of presentation, we could see many more virtual runway shows in lieu of GCDS.
Sci-Fi Virtual Runways
GCDS Unveils its 'Out of this World' Virtual Runway Arcade
Trend Themes
1. Virtual Runway Shows - The use of virtual platforms to showcase fashion collections presents an opportunity for brands to reach a wider audience and engage with customers in new and immersive ways.
2. Immersive Gaming Experiences - Integrating gaming elements into virtual fashion events allows brands to create interactive experiences that captivate audiences and provide unique opportunities for engagement.
3. Fantasy-focused Fashion - The fusion of fashion and fantasy opens up possibilities for creative storytelling, pushing boundaries and capturing consumers' imaginations.
Industry Implications
1. Fashion - The fashion industry can explore the potential of virtual runways to showcase collections, connect with customers, and redefine the traditional fashion show format.
2. Gaming - Gaming companies have the opportunity to collaborate with fashion brands and create immersive gaming experiences that incorporate fashion, entertainment, and social interaction.
3. Animation and CGI - The animation and CGI industry can provide the technical expertise needed to create realistic virtual models and immersive environments for virtual runway shows and fashion presentations.