Vogue Singapore Pioneers Omnichannel Fashion Experiences
Brand: Vogue Singapore
Date: Feb 2023
Overview
As a pioneer in the intersection of fashion and technology, Vogue Singapore has consistently pushed the boundaries of digital innovation. In 2022, the publication set out to explore the evolving landscape of immersive brand experiences and digital fashion, aiming to create an interactive space that would engage a global audience while showcasing the limitless potential of the metaverse. To achieve this, Vogue Singapore partnered with Spatial.io and Polycount to bring Fashion's New World to life—an immersive 3D brand experience powered by the Spatial SDK.
Explore the spaceChallenge
Elevating Fashion Storytelling Through Immersive Digital Spaces
Vogue Singapore sought to redefine fashion storytelling by creating a virtual space that would seamlessly blend editorial content, digital couture, and omnichannel experiences. The challenge was to craft an immersive experience that allowed users to engage with Vogue's Fashion's New World theme beyond traditional print and digital formats. The publication wanted to build a dynamic, high-fidelity environment where visitors could explore AI-generated fashion photography, interact with digital garments, and experience the future of fashion in a way that was engaging, accessible, and visually stunning.
Additionally, Vogue Singapore needed a solution that could support cross-platform access, allowing users to navigate the space via desktop, mobile, and VR devices, ensuring a frictionless experience across different technologies.
Solution
A High-Quality Immersive Experience Powered by Spatial SDK
To address this challenge, Vogue Singapore partnered with Spatial.io and Polycount to develop a fully immersive digital fashion space powered by the Spatial SDK powered by Unity. Fashion's New World leveraged Spatial's robust technology to create a visually stunning metaverse experience that seamlessly integrated digital fashion, AI-generated beauty photography, and interactive storytelling.
Users could manipulate Vogue Singapore's September 2022 issue cover, featuring supermodel Lina Zhang, by altering the pose and background with simple controls. A curated selection of Bio Resonance, an AI-driven beauty series by digital artist Terry Gates, showcased futuristic metahumans in surreal, otherworldly settings. Fashion designer Yimeng Yu crafted three avant-garde digital dresses exclusively for Fashion's New World, leveraging algorithm-assisted generative processes to create garments that transcend physical limitations.
Through a collaboration with Ready Player Me, users could create and customize diverse, high-fidelity avatars and dress them in Vogue's exclusive digital fashion pieces, including Yu's Rebirth and Nirvana designs. By leveraging the Spatial SDK, Fashion's New World delivered a hyper-realistic, high-quality immersive experience, redefining how brands engage with digital audiences.
Result
The launch of Fashion's New World marked a major leap in immersive fashion, bringing Vogue Singapore's vision to life in the metaverse. Attracting thousands of visitors, the experience expanded Vogue's reach while showcasing Yimeng Yu's digital couture and AI-generated imagery. With seamless multi-platform access, it set a new standard for digital fashion storytelling and immersive brand experiences.
Audience Reach
k
Mobile Users
%
VR Users
%
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Key Information
Key Information: Vogue Singapore
Immersive Metaverse Experience
Collaborative Partnership
Phased Launch
Digital Couture by Yimeng Yu
Continued Exploration of Fashion and Tech
Background on Partners
- Polycount: A creative design agency specializing in immersive 3D environments, digital twins, and AR experiences, with a collective 200 years of experience and work for multiple Fortune 500 companies.
- Exclusible: A tech and experiential studio focused on Roblox, immersive experiences, and Web3, offering brands innovative opportunities in gaming and virtual activities.
Vogue Singapore's Latest Virtual Experience
- Titled Vogue's New World, the project is a collaboration with VR platform Spatial.io and 3D design agency Polycount.io.
- It creates a 360-degree immersive digital space inspired by Vogue's September 2022 cover story.
Vision Behind the Metaverse Initiative
- Norman Tan, editor-in-chief of Vogue Singapore, describes the project as a natural evolution of Vogue's digital exploration.
- The goal is to showcase digital fashion, immersive content, and creative talent within the metaverse.
Vision Behind the Metaverse Initiative
- Cover Interaction: Users can alter the pose and background of Vogue's September 2022 cover featuring Lina Zhang through swipe gestures.
- AI-Generated Photo Series: A gallery features Bio Resonance, an AI-generated image series by artist Terry Gates, created using MidJourney.
- Digital Fashion by Yimeng Yu:
• The Chinese-born designer created three exclusive virtual dresses for Vogue's New World.
• Inspired by surrealism and cosmic themes, the dresses utilize algorithm-assisted generative processes to push the boundaries of digital couture.
• Two of the dresses, Rebirth and Nirvana, are available for free.
Avatar Customization & Accessibility
- Vogue partnered with Spatial.io and Ready Player Me to enhance avatar diversity and realism.
- Users can explore Vogue's New World and try on digital dresses across Oculus, mobile, and desktop platforms.
Phased Launch
- The first phase is live.
- The second phase will launch alongside Vogue Singapore's second-anniversary issue in October 2022.
Key Information
Key Points from "Fashion's New World"
Vogue Singapore's Metaverse Initiative
- Partnered with Spatial and Polycount to create an immersive fashion metaverse experience.
- September issue, "Fashion's New World", explores AI-driven beauty, metahumans, digital fashion, and the metaverse.
- Metaverse experience launches in two phases:
• First phase already live.
• Second phase activates in October for Vogue Singapore's second anniversary.
Technical and Creative Collaborations
- Built using Spatial, a free-to-use metaverse platform, and Polycount, a Web3 experience studio.
- Ready Player Me was used for realistic avatar customization.
- Visitors can navigate the virtual space and dress avatars in digital couture.
Exclusive Digital Fashion by Yimeng Yu
- China-born digital fashion designer Yimeng Yu created three avant-garde dresses for the metaverse.
- Visitors can try on two couture designs, Rebirth and Nirvana, for free.
Vogue Singapore's Continued Tech-Fashion Innovation
- Appointed Krista Kim as metaverse editor.
- Involved in NFT for good projects.
- Launched an AR filter featuring 27 Singaporean cover stars for the "Every Body" issue (March).
Polycount and Exclusible's Role in the Metaverse
- Polycount:
- A creative design agency specializing in immersive 3D environments, Digital Twins, and AR experiences.
- Founded in 2000, with 200 years of collective 3D experience serving Fortune 500 companies. - Exclusible:
- A tech and experiential studio focused on Roblox, immersive experiences, and Web3.
- Pushes boundaries in gaming, virtual activities, and innovation.
Impact of the Initiative
- Vogue Singapore's collaboration with Spatial and Polycount elevates thefashion-technology conversation.
- Expands opportunities for digital fashion, avatar customization, and metaverse engagement.
Building on Vogue Singapore's previous NFT initiatives, the issue unveils a bespoke virtual world on Spatial.io, created in collaboration with 3D design agency Polycount.io. This immersive experience is released in two phases, with the first launching alongside the issue and the second in October.
Users can create avatars to explore a surrealist dreamscape, view AI-generated beauty shoots by digital creator Terry Gates, and dress their avatars in exclusive digital couture pieces by designer Yimeng Yu. Additionally, Vogue introduces an interactive cover experience using the Backslash interface, allowing readers to engage with the cover through touch or mouse interaction.
The initiative pushes the boundaries of digital fashion, inviting audiences to step into Vogue's New World and experience fashion in an innovative, immersive way.