As we move through the ever-blossoming world of technological advancements, it seems like the Metaverse is on everyone’s minds. But there’s another word that’s been buzzing lately, and it can mean way more than one might think. Phygital is described as “the concept of using technology to bridge the digital world with the physical world with the purpose of providing a unique interactive experience for the user,” but its meaning doesn’t end there. The concept has been applied to fashion so much more lately, providing style enthusiasts with so many options beyond what was originally possible within the four walls of their closet. Not only is the concept super cool, but it’s also sustainable, and taking steps to create a world with less waste.
In order to learn more about what’s in store for us as consumers in this new age of Phygital fashion, we needed to hear from some experts. This past week, NYFW and Afterpay hosted an incredible panel for their iconic NYFW: The Talks series. On the panel were Melanie McClain, head of community pools and founder of blurred lines, Natalie McGrath, Afterpay’s VP of marketing, Elise Swopes, an artist, and Michelle Reeves, the co-founder, and CEO of Mavion World, a global NFT fashion marketplace.
Phygital combines the words digital and physical to create something so much more. The women discussed a store in soho, that they described as “an empty store with a fitting room and an iPhone ” where you then have the option to sample endless style combinations. They were undoubtably referring to the Zero10 x Crosby studios popup that was open in SoHo earlier this month. The uniquely futuristic experience took viewers on a different approach to a stylistic shopping experience. Michelle Reeves told the story of her young son going into Balenciaga in search of T-Shirts that he believed would unlock an exclusive Fortnite skin. Though that wasn’t the case, it did get her thinking about the links between the physical and digital aspects of fashion.
It was an incredibly insightful conversation that allowed audience members to think outside the box when it comes to readily available style. Just because you may not have the physical materials to create something doesn’t mean that it can’t be done, and the steps towards the Phygital fashion world are nothing short of exciting.
Hear more about NYFW: The Talks and check out some exclusive clips here!
