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Not only Red-eye, but also Lablaco, the circular platform in order to accelerate the transition towards a circular economy through Web3 and metaverse technologiesfounded in 2016 by Lorenzo Albrighi and Eliana Kuo: “We see circularity through the lens of technology, which is a different point of view than others such as reselling and mechanical recycling, and reselling”, explains Albrighi, who together with Kuo has expanded the reality of Lablaco through the Circular Fashion Summit in Paris, which has the mission of “building ‘phygitoriality’”. Some partners will also participate in the meeting such as Meta and Apple. “The experience in the metaverse can be seen as adding value to the physical experience”, concludes Albrighi. “While usually focused on technology and sustainability, this year the focus will be on the culture and science of fashion”, adds Eliana Kuo
Francesco Bernabei, CEO and creative and executive director of Monogrid, a creative production company, also spoke about Spatial, a metaverse platform that he used to also create a Wired Next Fest 2022 event in the metaverse: “We wanted recreate a digital twin of the physical event. On a platform called Spatial, which has a very simple interface that looks like social media. In two years people will spend 30% of their time in the metaverse. We have to create spaces and content to entertain users”.
Invest in technology
“Europe is always second to the United States for innovation, even in the fashion sector. In Italy it is investing, but it is not yet the leader- intervenes Giusy Cannone, managing director of Fashion Technology Acceleratorthe international hub that today supports about forty innovative startups in the fashion sector -. Previously we focused on digital innovation, but to reach the 2030 goals we need real technological innovations, which concern fabrics and more automated manufacturing. We must focus on innovation in the world of fabrics, not only in the digital world but in textiles, recycling and disposal of the garment“.
During his PhD at ETH Zurich, Michela Puddunow co-founder of Haexilia, has studied a methodology for tracking products via DNA: “DNA tracers applied to raw materials and remain on the fiber. The tracer will accompany the material throughout the supply chain and tracked through the pcr, technique also used for Covid: it’s as if it were a pad for clothes. This serves to verify that the product has not been tampered with and that it has not been counterfeited”.
Communicate fashion
He intervened on the language of fashion Andrea Batilla, brand strategist and author: “Today the ability to understand complex phenomena is lacking. There is a lack of a critical capacity which is not exercised on certain mediums. Pictures of those teddy bears (refers to the Balenciaga advertising campaign that has raised a lot of criticism, ed) they have an approach that follows the Balenciaga line of communication. We need to ask ourselves a basic question about certain commercial operations: ask yourself who the photographer is, what did he do before. We are not used to going to the bottom, because it takes time And accept the fact that you don’t know”.
Walter D’Aprile, CEO and founder of nss also spoke about time and the understanding of the languages of fashion and the media: “There is a time problem: we are forced and want to produce content too quickly. We have no interest in finding time to delve into it”.
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