Digital-forward fashion brand Ilona Song’s Futuristic Fauna and Primavera collections will bloom in the actual and virtual worlds this week, and the hassle may offer a glimpse into how the style business — from design to runway shows to distribution — could look in the longer term.
The young, Los Angeles-based fashion house is thought best for its Luv dress, a heart-shaped gown first made available in digital form that went viral last yr due to a virtual try-on feature, with variations worn by stars like Madonna, Cher and viral fashion avatar Noonoouri. Now there’s a physical version of the garment on the market, and with Ilona Song’s so-called “phygital” bona fides established, the virtual dress is heading to Decentraland’s Metaverse...
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