The Fabric of Reality

Agency: Verizon Media

Verizon Media’s RYOT team, in partnership with Kaleidoscope, Museum of Other Realities (MOR) and the Fashion Innovation Agency (FIA) launched the ‘Fabric of Reality’, a first of its kind, VR fashion show to drive awareness of Verizon Media’s state-of-the-art production studio, as a key demonstration for next-gen experiences.

RYOT is Verizon Media’s Emmy Award®-winning immersive storytelling production house which uses groundbreaking technology to help customers deepen their understanding of the possibilities of 5G and extended reality (XR) and throw open new realms of ideas.

With high fashion rupturing at the seams thanks to Covid-19 and the pressures of sustainability accelerating, RYOT saw an opportunity to disrupt and reinvent fashion shows, creating a radical wave of positive change through the industry, showing VR could be a serious solution to the sustainability issues that come with fashion.

Three fashion designers worked with VR artists to create Sculptural Garments that allowed audiences to view and interact with their designs in real time in 3D via VR headsets but also tell stories behind the collections that were important to the designers to inflict positive change.

Launching on 29th July, but available to stream for a year in the MOR, the event hosted 150 VIP attendees live in VR and was live-streamed online gaining a further 4.6M views, bringing in ROI of $2.5M. Most importantly, the event had a positive impact on the fashion designers, with 90% of attendees saying it made them understand the designer better and 84% respecting the designers more.