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Digital Worlds Are the New Frontier in Fashion Storytelling

NFTs, video games and virtual experiences are giving fashion businesses new tools to build the fantasy around their brands and products.

The Meta-Pigeon collaboration between RTFKT and Jeff Staple. RTFKT. — The Meta-Pigeon collaboration between RTFKT and Jeff Staple. (RTFKT)

By

Marc Bain

28 April 2022

BoF PROFESSIONAL

Fashion businesses have long relied on photography, runway shows (with their elaborate sets and show notes), store design and other methods to build fantasies around their brands and products. These days, they’re adding new digital elements to their repertoires, including NFTs, video games and virtual experiences that offer other means of telling stories.

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About the author

Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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