Fash-Tech expert Rafael Parra on the future of trends in the Metaverse
Brazilian Fashion-Tech expert Rafael Parra moved to LA from London with Meta, to help drive the future of work initiatives, as well creative culture strategies with global clients such as Nike, Starbucks and Walmart and has a history of working in Fashion and Tech going from Yves Saint Laurent to Google and Facebook.
He has worked with global clients on several initiatives, including the adoption of endless opportunities in the Metaverse for consumer engagement, to the design team at Nike focused on product innovation.
What is it about Metaverse that excites you personally?
So much of it. From being able to have an unlimited amount of screens on my virtual desk, to the social presence that is felt when meetings are held in VR. Zoom meetings aren’t memorable because we miss so many cues in how we absorb information such as body language and the sense of being in the same room sitting next to someone. Spatial audio in the Meta Quest Pro [pictured] is incredible, and the retention of knowledge for training has been proved to increase when delivered as an immersive experience.
Your career has been so diverse to date, from fashion to technology, how do the two marry?
Having an element of creativity in everything I do is very important to me. With a key interest in fashion and design, it is the utility that the Metaverse offers to creativity, retail, and design that I find the most exciting. The idea of self expression through avatars in the Metaverse is endless, and how global fashion houses are already becoming quite profitable is proof this emerging market is on the rise. Also seeing how the general over-manufacturing of fast-fashion takes a huge toll on the environment, makes me excited about the opportunities that open for design - to make and create things that don’t exploit the environment and the same resources.
What are the trends you are seeing in Fashion and VR?
Fashion brands are investing in the Metaverse but approaching with different angles to penetrate the emerging Metaverse market. Although digital fashion originated in gaming with avatar outfits known as skins, for instance we see Athletic Apparel companies are investing in virtual spaces and NFT collections. However, every brand’s choice of entering the virtual worlds is very different. Fast Fashion and Mid-Range Clothing companies are building virtual worlds inside Roblox. Luxury Fashion Brands are taking approaches to be a part of the Metaverse whilst keeping an element of exclusivity. Morgan Stanley recently forecasted that the virtual fashion market could be worth over $55 billion by 2030¹.
What are some of the examples?
Nike has been a frontrunner in the Metaverse. Nikeland was Nike’s first venture in this space. It was a purpose-built metaverse space in Roblox. This space allowed fans to interact and engage in brand experiences. Nike also recognizes the importance of digital assets. The company organized an NFT collectibles startup called RTFKT Studios. Nike launches collections of NFT sneakers in collaboration with RTFKT².
On the other side of the spectrum, luxury brands such as Louis Vuitton have a different approach to the Metaverse, recently launching Louis: The Game in 2021. It was a bold decision to launch its own NFT game rather than partner with other popular Web3 brands. The digital artist Beeple, designed Louis Vuttion’s first NFT².
How do you hope designers can maximize this new technology?
In the metaverse, nothing limits a designer’s imagination. Metaverse fashion can look like augmented reality clothing, digital art, avatar wearables... Several leading brands have already created digital spaces on metaverse platforms, while others have launched NFT drops alongside well known virtual designers. As a whole, the fashion industry is rapidly embracing the metaverse. Last year, 20% of digitally aware people aged 18 to 25 purchased physical clothing for the sole purpose of taking a picture or video and posting it on their social media¹.