Global Vogue titles today unveiled its metaverse experience called Vogue Meta-Ocean. The experience includes an underwater and overwater world featuring the works of 24 artists nominated by the editorial teams of Vogue’s global titles, including India, Australia, Mexico and Latin America, Japan and China.
The artworks in this metaverse ocean experience include digital sculptures and pieces inspired by the pages of Vogue’s September issues and digital fashion, with more artists and art to be added gradually.
“Fashion has always been about creative freedom and challenging norms. Whether you dress in a metaverse or not, it’s fascinating to see the new thinking in digital fashion and virtual fashion,” says Anna Wintour, chief content officer of Condé Nast and global editorial director of Vogue. “Designers working in this way are only going to become better known and more influential, and I’ll be eager to see what they do next.”
According to Vogue, some of the artists who have contributed to Meta-Ocean include India’s Anushka Tendolkar, who created sculptures as part of the underwater city of Atlantis; France’s Samy LaCrapule, who drew on the canons of the Italian Renaissance to create statues for Bottega Veneta, Versace and Valentino; and China’s Momo Chen, whose work (originally created for the January issue of Vogue China) captures the five elements as defined by Chinese philosophers.
The Vogue Meta-Ocean initiative was prompted by Vogue China to build on an earlier metaverse creation called Infni+ (pronounced Infinity), an avatar that graced the cover of a companion title called Vogue +. Infni+ was designed by Chinese digital artist Cattin Tsai, using Epic Games’ Unreal Engine, and its story was conceptualized by a group of Chinese writers, artists, poets and virtual avatars.
Tsai was the guest editor of the June issue of Vogue China and also contributed works inspired by marine life to support ocean conservation.
Meta-Ocean was created to house Infni+, which will extend the avatar concept beyond the pages of Vogue, said Vogue China editor-in-chief Margaret Zhang.
“The ocean as a concept is very global, so we use it as its origin story to showcase art and digital talent around the world and how digital fashion changes the way we approach shoots,” Zhang adds.
Magazines and fashion have yet to decide how to interpret the new phase of the Internet, which promises to be as influential as e-commerce and social media, and equally antithetical to tradition and heritage.
Asia could offer fertile territory for pushing these boundaries. “Digital and virtual art has become an integral part of the local visual language, not only in the art world, but also among China’s most innovative fashion designers,” Zhang says.
Meta-Ocean plans to offer sales of digital and NFT collectibles in partnership with luxury platform NFT TRLab-subject to regulatory laws-to promote ocean literacy and awareness.
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