Fashion in the virtual world – ISTOÉ Independente

Mishi McDuff’s blueberry creations generate $1 million a year in virtual businesses (Credit: Disclosure)

When Italian brand Dolce & Gabbana walked the runway at the first Metaverse Fashion Week organized by Decentraland, it was Stefano Gabbana, one of the brand’s stylists, who designed the digital collection. The same goes for Alessandro Michele, creative director of Gucci, which is the most represented brand in video games today and has the right to have its own city in Roblox. French Louis Vuitton was one of the first companies to enter League of Legends in 2020, and her creations were also signed by Nicolas Ghesquière, the designer responsible for authentic clothing worn by the world’s most famous women.

style Gucci’s Alessandro Michele makes digital pieces: the brand owns the city on Roblox (Credit: PRESLEY ANN)

However, on collaborative virtual platforms, such as Decentraland itself, ordinary people can make their own avatar clothes for different games and spaces in the virtual world. Creative studios working with video or augmented reality have also played a key role in the move, with names starting to emerge, such as American stylist Samuel Jordan, 22, and Mishi McDuff, who oversees virtual brand Blueberry, and even Brazilian studio Gira Studio , the country’s only developer participating in Metaverse Fashion Week. But after all, what do digital stylists do?


The basis of the profession does not change: it is the creation of works from drawings. Unlike clothing designed for games – which are in high demand and can sell for thousands of dollars – they’re usually not designed for the human body. Fit, texture, and color are nearly identical in a 3D universe that’s getting closer to reality. “When I was a kid, I wanted to follow in the footsteps of my godmother and become a stylist,” says Sayuri Takamura, 3D artist responsible for creating characters at VR Monkeys, an augmented reality that makes several video games for the national market Real company.


“When I was child wants to follow Steps of me and my godmother become a stylist” Sayuri Takamura, 3D artist

For her, who sketches on a digitizing tablet, one of the great advantages of creating content for games is the infinite ways to draw and test features. “Besides my job, I’m also a player and I can say I spend a lot of money on League of Legends clothing. In the game, everyone worries about that,” he said. A lot of research is required to help you conceptualize your work. That’s where game designer Eduardo Cucick comes in, responsible for a narrative that includes all elements of a character, including age, gender, personality, accessories, and clothing, of course. “We’re not artists, but we’re not programmers either.

I like to think of us as architects of emotion,” he said. A former theatre and music director, he says it takes a lot of repertoire to understand how to transfer certain feelings to the screen. “It’s not just a painting . To create a samurai, for example, study the details of Japanese history,” he explained. Whoever created the most believable characters in the game and who created the clothes that best exemplifies the journey is drawn from this branch of the industry Made a lot of money. The Blueberry brand, which only makes digital clothing, emerged in the gaming world eight years ago. Its creator, Mishi McDuff, attributes the brand’s success to its ability to respond to customer feedback through forums or social networks like TikTok and Twitter. Speed, what customer feedback says is good and what needs improvement. According to Mishi, the company has annual revenue of $1 million.

exclusivity Clothes by Louis Vuitton stylist Nicolas Ghesquière are an object of desire in League of Legends (Credit: Disclosure)

For Giovanna Casimiro, who leads Metaverse Fashion Week, the success in this area has been so great that the event will be held every year and will only increase. “With over 70 brands debuting this year, Decentraland has 500,000 daily users. Among event creators, studios or freelancers alone, there are 50 names. It’s a political transformation in the sector,” he explained. Having studied fashion printing, she said some training in the field was a difference for those looking to pursue a career, but it was not mandatory. “The quality of wearables becomes clear when we see that wearables are made by the people who know the subject best, but it’s an open field for everyone,” he said.

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