the digital fashion ecosystem for the metaverse within an ethical and sustainable framework
eileen cahill, MA design for change, IADT 2022
We don’t have to engage in grand heroic actions to participate in change. Small acts, when multiplied by millions of people, can transform the world. ― Howard Zinn
CONTENTS introduction
Eileen Cahill
Page 03Sa
Page 37 - 41
01
DESIGN for a digital world
02
procurement
03
marketing & sales
Page 20-23
04
experience
Page 24-27
05
management
Page 28-33
06
commercial marketplace
Page 34-37
07
PAYMENT METHOD
Page 38-41
08
OPERATIONS
09
INFRASTRUCTURE
Page 50-57
10
standards & ethics
Page 58-63
11
ENVIRONMENT
Page 64-72
IADT, MA Design for Change, 2022
Page 37 - 41
Page 37 - 41
Page 37 - 41
Page 37 - 41
Page 04-13
Page 14-19a
Page 42-49
The digital fashion ecosystem for the metaverse | 1
ANATOMY
OF DIGITAL FASHION IN THE METAVERSE CURRENT & EMERGING
DESIGN PROCESS
PROCUREMENT & CURATION
EXPERIENCE/ PARTICIPATION
COMMERCIAL MARKETPLACE
PAYMENT/ STORAGE
CENTRALIZED DECENTRALIZED
CYBER SECURITY
DATA
TECHNOLOGY
ETHICS
SUSTAINABILITY
LEVEL 1. CUSTOMER
LEVEL 2. OPERATIONS
LEVEL 3. INFRASTRUCTURE
LEVEL 4. STANDARDS
ANTHROPOCENE LEVEL 5. ENVIRONMENT
2 | The digital fashion ecosystem for the metaverse
ANATOMY The Anatomy of Digital Fashion in the Metaverse is a model to encapsulate the multifarious parts that make up digital fashion within the Web 3 Ecosystem. The Metaverse is a 3D web version of the internet. A parallel universe, where you step into an immersive world virtually by inhabiting an Avatar - a digital version of yourself. The computerized version of you, is able to become a digital participant, in many different activities such as gaming, attending a work meeting, watching a fashion show, or even buying something from a 3D store within the varying different worlds contained in the Metaverse itself. Digital Fashion is created using digital technology
It will allow academia to examine possible
usually a 3D software programme, and is available
sustainable, and non-sustainable outcomes,
as a digital file in order for an Avatar to wear the
that will aide in supporting the environment, and
items virtually. It is made of pixels and not fabric.
guide ethical principles. The information provided
The fashion is not always held on a screen or in
delivers a visual starting point, to allow research
VR (virtual reality), it can also interact with your
to be identified, as the digital fashion industry
physical body by leveraging AR (augmented
materializes over time.
reality) technology. There are many parts within the intricate system Web 3.0 is the next stage of the internet. The
that operate independently of each other, in
internet launched with Web 1.0 where interaction
addition to the parts that interact and are inherently
was based on reading the information, it
joined. In order to illustrate this complexity, a
eventually moved to simple interactions such as
set of maps has been created to allow a deeper
online shopping. Web 2.0 developed and built
level of understanding, and a micro view of the
on the Web 1.0 system, to allow participants to
fundamentals of the emerging Digital Fashion
create their own content, upload and download
Ecosystem in the Metaverse.
information, and socially interact. Web 3.0 is taking the existing system and allowing
The fashion challenge to develop a circular model
participants via technology to step inside a world
for transformative change is extremely important
in an immersive way where you feel like you are in
in order to reduce large amounts of waste
the space with others.
globally. The digital fashion industry will be part of this change by converting people to buy digital
The model of the Anatomy of Digital Fashion in
clothes rather than physical ones as the world
the Metaverse proposes a macro summary, this
embraces immersive technology. Consideration
includes a five-level categorised overview.
and collaboration will be needed to develop not just an alternative system, but a system that is
The proposed stratification model has not been
ethically and sustainably robust to ensure that
created as a definitive set of parts. The intention
our planet is respected and replenished of all
of crafting it is to form a baseline, from which the
natural resources being used.
overall Anatomy can be debated and updated by the fashion and technology industries.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 3
4 | The digital fashion ecosystem for the metaverse
1 DESIGN FOR A DIGITAL WORLD Fashion design takes inspiration from nature, culture, colour, socio-economic and political issues, games, film, music, art, interiors, social media and the world around us. It takes these stimuli and morphs them into conceptual design, and later translates the ideas into the fashion garments that we wear today. Digital Fashion Design is a process that uses the
In the first instance machine learning AI (artificial
same type of influences as the physical fashion
intelligence) uses computerised technology and
industry, and creates 3D design, not for ourselves,
programmed algorithms to learn from your buying
but for our digital personas know as an Avatar.
habits and predict future designs. This type of AI
The Avatar can take on many forms and may not
can re-write algorithms on its own.
necessarily be represented as a human form.
The second category of designer is a collaborative intelligence designer where there is a combination
The Anatomy of Digital Fashion Level One looks
of programmed AI algorithms, and a human
at the customer and how digital fashion design
designer, who draws from the data and combines
interacts with them, and what choices they need
it with the latest style to develop optimised outfits.
to make to be part of the digital fashion world. The third kind of designer is a 3D fashion designer Choosing your Avatar, and understanding what
who works with trends to create beautiful pieces
they are needed for is an important starting point
for the customer to wear. Some are sold as
for each journey. Avatars represent you, how you
bespoke item’s; others are sold as NFT’s (Non-
choose to style them on the various experiences
fungible tokens). NFT’s are explained in more
that they participate in, will reflect on you in the
detail in the Procurement section.
digital world, and will say something about your individual fashion style.
The fourth type of designer is a co-collaboration designer who works as part of a team, one designer
Level one provides insights into the varying design
creates the 3D garment block - the outline of the
processes that the different types of designers
design, the second designer creates the print, the
go through in order to enable a compelling offer
third designer then curates and brings the whole
for their customers. It focusses on the different
look together and creates the final garment.
types of designers.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 5
digital fashion - overview DIGITAL FASHION OVERVIEW - JD copy PHYSICAL FASHION
KEY INFLUENCERS
GAMES
SOCIAL MEDIA
DESIGN
FASHION
MATERIAL
WHAT TYPE? ACCESSORIES
AVATAR
6 | The digital fashion ecosystem for the metaverse
FASHION DIGITAL FASHION
DIGITAL DIGITAL FASHION FASHION
DIGITAL FASHION PHYDIGITAL
GAMES
GAMES DIGITAL FASHION
FASHION
DIGITAL FASHION PHYDIGITAL
SOCIAL DIGITAL MEDIA FASHION
CHOICES
Eileen Cahill
DIGITAL FASHION
SOCIAL MEDIA
CHOICES
IADT, MA Design for Change, 2022
FREE
FREE
ONLINE STORE
ONLINE STORE
NFT
NFT
CUSTOMER COLLABORATION
CUSTOMER COLLABORATION
BRAND CO-CREATION
BRAND CO-CREATION
The digital fashion ecosystem for the metaverse | 7
avatar design Destination
Create One
Decisions
Decide on Avatar/ Digi-Sapien Twin
Consumer
Consider Why you need them?
OR
Use an Existing Avatar from your portfolio
Image Type
Work Teams/ Zoom Meetings
Photorealistic
Attending an event with family/ friends
Graphical / Relaxed
Playing a Game
Fantasy/ Imaginative
Select your Chosen Avatar Type
Choices Social Media
Digi Sapien Twin/ AVATAR
End Use Considerations
Is ready to Shop!!
Digital Fashion Considerations
To attend a Work Meeting
Formal
To Attend an Event
Fun
To Play a Game
Casual
To Browse
Fantasy
Consider Current & Future Fashion Trends Fashion Decisions Who is it for yourself or a Gift?
Developing your Style Decisions
Blended View
Shopping Purpose
Consider Personal Style/ Preference
To Share on Social Media
8 | The digital fashion ecosystem for the metaverse
Avatar Considerations
Ownership Options
Decisions If you need to create one go to an Avatar creation website
Make decisions on overall look, hair, eyes. face, lips, nose, bodytype
Own it - via registration with Avatar creation Website
Own it
Make decisions on gender, skin tones, Animal, Human or Object
OR
Pay for your Avatar via Currency or via Digital Crypto
OR
Register on Blockchain via an NFT
Lease/ Rent it via a Subscription If you own it/or have registered it in the past then no payment required
Do you need it to be Interoperable or is site specific okay?
Style Choices
Digital Fashion Choices
Buying Choices Bespoke
Product Type
Metaverse In App Purchase 2D/3D Store
Shape
Direct from Designer
Fabric/ Material
Proceed to Payment
Buy
Couture
Buying Choices
Rent Auction for NFT Drops
Digital High Street
Free
Obtain
Make Choice
View Collections
2D/ 3D Stock Site
Size
Colour
Portfolio Storage
Price
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 9
Fashion Trends
fashion design
Purchasing Patterns
Machine Learning/ Deep Learning
Advanced Artificial Intelligence
Data Driven Inventory Management
AI programs that are capable of writing it's own computer code
Social Media Engagement
FASHION DESIGNER
Collaborative Intelligence
Use Preprogrammed Algorithms
To Create Phygital Garment
Basic AI Input algorithms
Input Consumer Information Preferences
A Blended view of Machine & Human
To Create Physical Garment
3D Fashion Designer
Use 3D Scanner
Create Original Designs
Human
Trained 3D Digital Fashion Designer
Create a Digital Library Portfolio
Digitize Physical Samples
Scan Items to get textures
Create 2D CAD Pattern Designs
Use open source Pattern Designs
Brands Co-Creation Studio Designer (The Fabricant Model)
Drop blank garments ready to be customized
How Does it Work? 3D Creators
10 | The digital fashion ecosystem for the metaverse
Qualitative Data
Holistic Cycle
Sustainable Improvements
Quantitative Data
Aide in Fashion Collection Planning & Assortment Image Recognition Technology
Zero Fabric Waste Generates Optimized Fashion Patterns
Understand & React to customers in real time
Goals
Clothes to fit requirements
Take Customer Measurements
Transfer Data to Program
Matches Customer Requirements
Machine Cuts Pattern to exact requirements
In App
Assemble and Digitally sew your patterns
Bring CAD patterns into 3D sofware
Drape and Simulate
Render Prototype for Approvals
Use Textures and Prints to Gain realistic
Render true to life sample
Display it for sale
Create Tech Pack for Production
Virtual Showroom
Materials
Access Provided to a Library of Fashion Assets
Textures
Participation
Co-creators, Customize designs using Assets & Blank Garments
New one off Fashion Pieces are created
Originals recorded, so no two are the same
Minted as NFT's
Circular Model for CoCreators
Creativity
Shared between Collaborators
Colours
Eileen Cahill
Social Media
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 11
curation CURATION JD
DESIGNER
BRAND
RETAILER
CURATION
Who prepares it for sale?
STYLIST
DIGITAL TAILOR
SHOW PRODUCER
AI/ PERSONALISA TION
12 | The digital fashion ecosystem for the metaverse
CURATION - WHAT IS IT? Curation is the gathering and presentation of pieces in a collection to sell to a customer. In digital fashion, there are a number of different ways that a customer can view items for sale, or be involved in the experience. Digital fashion brands such as Dressx.com present items for sale within their online retail store. They sell their own designs and also bring in other brands and present them to their customers using traditional online visual merchandising techniques. Individual Designers put together their own collections usually by theme and sometimes sell them on their own websites. Digital Taylors are sometimes involved in the curation process on a second tier after the item is purchased. When someone wants to have a digital garment fitted to a photograph of themselves online a digital tailor will then adjust the item to fit the photograph and send it to the customer. Their involvement in the curation is part of the after sales service but it is packaged as part of the way a collection or individual item is sold.
Eileen Cahill
IADT, MA Design for Change, 2022
Stylists pull together a number of items from different platforms for their customers. They understand what their customers needs are and act as a filter and only present what they believe their customer would be interested in. Show Producer are part of creating events in the Metaverse. These experiences can range from a fashion show. to a museum, to social virtual reality or even co-collaboration events. Show producers can be part of gathering and presenting collections to optimise sales at these events AI can use its pre-programmed algorithms that contain personalised preferences to personalise collections for customers when they shop online.
The digital fashion ecosystem for the metaverse | 13
14 | The digital fashion ecosystem for the metaverse
2 PROCUREMENT Procurement is the way in which a consumer or business acquires goods or services within an agreed set of terms with the person or organisation that they are obtaining the supplies from. Within digital fashion in the metaverse the way in which customers buy reflects the physical world. There are still terms to agree although these terms are slightly different, as the fees are directed in different ways. Customers buy digital fashion in a number of different places including: traditional retail websites, NFT marketplaces, social media, virtual showrooms, events, gaming platforms, auctions and museums. Goods are purchased using standard real-world currency, crypto currency, and is facilitated via a digital wallet. The type of goods that can be purchased are opensource items, standard NFT’s, or co-creation NFT’s. The spaces in which the products are merchandised and presented to the customer are developed by many different types of creators. Digital Architects design the buildings. 3D modellers sculpt spaces and Avatars to model the products. Gaming companies create worlds in which their characters fashion their products. Digital Event Planners generate experiences where customers can purchase. Immersive Space Engineers are involved in enveloping people in ways where they identify with their surroundings and this can lead to supporting the purchasing of goods within the space. Digital Retailers visually display their goods for sale.
Co-Creation procurement is a collaborative process where the customer becomes part of the design process and is involved in creating a fashion item. The Fabricant studio launched its co-creation platform to members of its community in 2022, after a successful invite only launch in late 2021. It supports a more sustainable and equal system where all contributors within the design process are paid. The customer chooses from fashion blocks, that consist of a basic shape of the 3D item, they then choose the digital fabric and colours, create a garment from the components and create an NFT on blockchain. The garments are made available for sale and the current split as of April 2022 is 30% Block designer, 30% Material designer, 30% for the Co-Creator, 10% for the Fabricant. Money is received via a customer’s blockchain wallet. As a procurement system, it is immersive, and the customer becomes part of the product process.
In order to purchase an item that is on an opensource platform the system is similar to the payment part of co-creation, the difference is that you are managing your own fee’s such as a gas fee. This gas fee is paid based on the size of the file, and is calculated on a unit of measure for the amount of computation effort it takes to complete a Social Media platforms actively encourage transaction. From a term’s perspective, a person personalisation via algorithms for people to find is required to manage the details and understand products linked to past preferences. the smart contract that has been drawn up for each purchase on each different site.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 15
OVERVIEW PROCUREMENT
procurement overview VIRTUAL SHOWROOM
TRADITIONAL WEBSITE
EVENT
DIGITAL STORE
GAMING PLATFORM
WHERE DOES THE CUSTOMER BUY?
AUCTION
SOCIAL MEDIA
MUSEUM
MARKETPLACE
DIGITAL ARCHITECTS
3D MODELLERS
WHO CREATES THE SPACES?
SOCIAL MEDIA COMPANIES
GAMING COMPANIES
DIGI-EVENT PLANNERS
DIGITAL RETAILERS
IMMERSIVE SPACE ENGINEERS
16 | The digital fashion ecosystem for the metaverse
CRYPTO CURRENCY
REAL WORLD CURRENCY
DIGITAL WALLET
HOW DO CUSTOMERS BUY?
PROCUREMENT
WHAT TYPE OF PROCUREME NT CAN BE MADE?
FREE
OPEN SOURCE
NFT
Eileen Cahill
IADT, MA Design for Change, 2022
COCREATION
The digital fashion ecosystem for the metaverse | 17
CUSTOMER procurement MAKE FABRIC CHOICES AND COMBINATIONS
PREVIEW GARMENT BLOCKS
CREATE SMART CONTRACT
INITIALISE DIGITAL WALLET
IF INVOLVED IN CO-CREATION WHAT IS REQUIRED?
PROCUREMENT IF PURCHASING AN NFT WHAT IS REQUIRED?
DIGITAL WALLET/ CURRENCY
BLOCKCHAIN APP
ORIGINAL ARTWORK
BLOCKCHAIN TOKEN
18 | The digital fashion ecosystem for the metaverse
CREATE A UNIQUE PLACEHOLDER DESIGN
RENDER ITEM
MINT ON BLOCKCHAIN
NOTFY TO PROFILE
UNVEILED ON PROFILE WITHIN 48 HOURS
ADD TO DIGITAL PROFILE
COLLECT SMART CONTRACT
PAY GAS FEE
SIGN NFT
MINT NFT
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 19
20 | The digital fashion ecosystem for the metaverse
3 MARKETING & SALES Fashion has always been at the forefront of culture, influencing trends through experimentation and radical approaches to dress. Designers haven’t succeeded through doing things safely, but rather, pushing the bounds of what we as humans believe we can be. These new 3D mediums are calling for that spirit of experimentation and boundary-pushing. - Cathy Hackl, Tech Futurist, Metaverse Strategist, www.cathyhackl.com
Selling Digital Fashion is either offered by hosting events or experiences, via social media, gaming, as a co-collaboration, or it is done via the traditional online selling route. NFT auctions invite people to purchase goods in a timed manner with the premise being that you ‘win’ the item via a bidding process.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 21
sales & marketing SALES & MARKETING
SET RESERVE PRICE
FACTOR IN FEES APPROX 15%
PAY TRANSACTION FEE FOR APP
PAY GAS FEES
SELLING
HOW DO YOU LIST AN NFT AT AUCTION?
VIEW ARTWORK ON LIVE BIDDING SITE
ONCE RESERVE IS MET BIDDING STARTS
COUNTDOWN CLOCK USUALLY 24 HOURS
ONCE SOLD FEE ACHIEVED MINUS 15% PLACED IN WALLET
PURCHASE PRICE AND COLLECTOR WILL BE LISTED AS NEW OWNER
22 | The digital fashion ecosystem for the metaverse
SA DEVEL OPPOR
EVENT SPECIFIC
TIME LIMIT
RENTAL MODEL
LIMITED EDITIONS
WORK
SALES DEVELOPMENT OPPORTUNITIES
PLAY GAMES
FREE
2ND HAND SALE MODEL
SWAP
UNIQUE VENUES
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 23
24 | The digital fashion ecosystem for the metaverse
4 EXPERIENCE More than ever, “screenwear” is becoming the new streetwear ― Kerry Murphy, The Fabricant, www.thefabricant.com
When your Avatar steps into the Metaverse and enters an immersive 3D space they are faced with an experience that can be as imaginative as the creators allow. Going to work and attending a meeting in the
Perhaps you could host an event for people in the
Metaverse doesn’t have to be at a boardroom
sky where everyone arrives with their own flying
table anymore, you could invite your colleagues
car and you take them on a journey across the
to meet you at the top of Mount Everest at base-
breathtakingly beautiful views from the sky over
camp to take in the spectacular scenery.
Alaska.
On a grey day in the depths of winter when the
The possibilities in the Metaverse are endless.
rain is beating down, and the wind is howling you could invite your friends to step into the Metaverse and meet you at a beach in Thailand to participate in a yoga class and meditate to soothing music at sunrise.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 25
EXPERIENCE
WORK
GAME
SOCIAL MEDIA
EXPERIENCE
WHERE DO YOU SHOWCASE DIGI-SAPIENS AND ASSETS?
EVENT
DIGITAL SPACE HOME/HOME OFFICE
MUSEUM
26 | The digital fashion ecosystem for the metaverse
VR HEADSET HEADSET
3D SOFTWARE
COLLECT THEM
AR SOFTWARE
SELL THEM
SMARTPHONE WHAT EQUIPMENT IS NEEDED TO EXPERIENCE THE METAVERSE?
WHAT DO CUSTOMERS DO WITH COLLECTABLE NFTS?
WEAR THEM
MIXED REALITY GLASSES
SHOWCASE THEM
PC/LAPTOP
DISPOSE / BURN THEM
TABLET
WEARABLE DEVICES
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 27
28 | The digital fashion ecosystem for the metaverse
5 MANAGEMENT As peoples individual digital fashion wardrobes grow in the Metaverse the amount of assets that are gathered will become part of a personal portfolio. This portfolio will need to be managed. NFT’s are non-fungible tokens, they are a digital file that is minted on blockchain, and all transactions and owners of the asset are recorded on it. The information remains on the blockchain ledger
How digital fashion will be stored when it is
forever, and is transparent. Minting is a means of
not being worn, will vary. Some individuals may
authenticating a digital file and creating a record
decide to open a virtual reality museum where all
of it. NFT’s operate in a way that is similar to
of their items are showcased. Others may opt to
patents. They can be checked and verified at any
keep their assets in their own private collection.
time, and the digital file containing the asset/
Sharing, swapping, and renting out NFT’s may
digital fashion item cannot be replicated as an
also become a way to cut down on digital waste.
NFT. It makes NFT’s collectable. When people decide to dispose of their fashion NFT’s need to be managed financially. You can
assets, they may choose to resell them, or burn
buy and sell NFT’s using a digital wallet and by
them by deleting the file permanently. Nothing is
paying in crypto currency. Sometimes gas fees
ever fully removed from blockchain but a method
need to be paid. The fees vary and are based on
of transferring the item to a wallet that can never
the file size. (Gas fees are calculated based on the
be recovered is a way to take the asset out of
level of computation effort it takes to complete a
circulation.
transaction).
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 29
management map
DIGITAL WALLETS
DIGITAL BANKING
MANAGEMENT
HOW ARE NFT'S MANAGED FINANCIALLY?
GAS FEES
PROFIT
TAX
30 | The digital fashion ecosystem for the metaverse
storage map
DIGITAL SHOWCASE WARDROBE
DIGITAL MUSEUM
STORAGE
WHERE ARE DIGITAL ASSETS STORED?
PRIVATE COLLECTION
BLOCKCHAIN
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 31
disposal map
SOLD
INHERITED
DISPOSAL
HOW ARE DIGITAL ASSETS DISPOSED OF?
DELETED/ BURN
REMOVED FROM BLOCKCHAIN
32 | The digital fashion ecosystem for the metaverse
DESIGNER
OWNER
WHO MANAGES DISPOSAL OF PERSONAL ITEMS?
POWER OF ATTORNEY
WHO IS RESPONSIBLE FOR COMMERCIAL ASSETS THAT REMAIN UNSOLD?
RETAILER
DIGITAL ASSETS SPECIALIST IN ABSENCE OF WILL
BRAND
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 33
34 | The digital fashion ecosystem for the metaverse
6 COMMERCIAL MARKETPLACE Digital Fashion innovation has a number of key market opportunities within the Metaverse and is not limited to fashion and style product development. Businesses will be able to advertise in new ways, as they will not be limited by print, video, or audio. There are no physical or weight constraints, and gravity is not an issue when building campaigns. A process called Holography will allow brands
Avatars will need digital wardrobes, and there
and companies to use holograph technology to
are openings to create new ways of displaying
create images in real time. AI would be able to
the goods within the Metaverse both publicly and
use past experiences and preferences to target
privately.
advertising to individual customers. Although as a model it does not exist yet in the Brands will be able to create DAO’s Decentralised
digital fashion space in the Metaverse, renting
Autonomous Organisations (further information
out your digital fashion clothes may become a
on DAO’s page 39 & 40) by using token systems
business model in the future.
to build their own communities of people who identify with their fashion style and trends.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 35
commercial marketplace
ADVERTISING
STORAGE
PORTFOLIO ASSETS
BANKING
CURRENCY
OPPORTUNITIES ALL AREAS
36 | The digital fashion ecosystem for the metaverse
TRADING
COMMERCIAL REVENUE STREAMS
PLAY
PRODUCT DESIGN
BUSINESS
AI CUSTOMISATION
GAMES
NFTS/ LIMITED EDITIONS
CO-COLLABORATION
RENTAL MODEL (FUTURE)
BRANDS
Eileen Cahill
MEETINGS
EVENTS
SOCIAL MEDIA
IADT, MA Design for Change, 2022
RETAIL
Dao
The digital fashion ecosystem for the metaverse | 37
38 | The digital fashion ecosystem for the metaverse
7 PAYMENT METHODS To operate and participate in the Metaverse you need a digital wallet and crypto currency. There are many different types of currency operating examples are: Ethereum, Solana, and Flow. If you are purchasing from a number of different sites then you may require a number of wallets, to house the various different currencies. A person can exchange and purchase crypto currency for real world currency. People may be required to pay gas fees. This will be determined by the company that the transaction is with and how much depends on the amount of computation used.
DAO (Decentralised Autonomous Organisation) A number of organisations including digital fashion brands such as The Fabricant operate a DAO model in the Metaverse. A DAO creates a set of guidelines or rules that that the organisation will adhere to, these are agreed upon by all members, in a democratic process. The DAO issues tokens. Members of the organisation can purchase the tokens, spend them, and use them, within the DAO. Owning tokens provide voting rights.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 39
DAO map DAO DECENTALISED AUTONOMOUS ORGANISATION
FUNDING IS TOKEN BASED
CLUB
GROUP
ORGANISATION
MEMBERS VOTE FOR CHANGES
CREATE A SET OF RULES/COMMON GOALS
UPLOAD SMART CONTRACT
ENCRYPT TO BLOCKCHAIN
TRANSPARENT TRANSACTIONS
40 | The digital fashion ecosystem for the metaverse
BRAND/ BUSINESS
DEMOCRATIC STRUCTURE
nft map NFT (NON FUNGIBLE TOKEN)
MANY DIFFERENT TYPES
WHAT ARE THEY?
DIGITAL ASSET
GIF
CREATE OR ACTIVATE DIGITAL WALLET
VIDEO
IMAGE SOMETIMES INCUR GAS FEE
MINT IT
TWEET
A GAS FEE IS A UNIT OF MEASURE FOR THE AMOUNT OF COMPUTATION EFFORT IT TAKES TO COMPLETE TRANSACTION
REGISTER ON BLOCKCHAIN LEDGER
MEME
REGISTERS AS ONE OF A KIND ALL TRANACTIONS ARE TRANSPARENT
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 41
42 | The digital fashion ecosystem for the metaverse
8 OPERATIONS Level two of the Anatomy of Digital Fashion covers the network within the ecosystem that has an impact on the customer. It involves activities and processes where levels of interaction occur.
The first of these is cyber security, this covers the brand, the individual, the avatar, digital fashion assets, portfolio storage, and secure payment methods. This section deals with the legal concerns, and the power of attorney assignment, when operating within the Metaverse. It considers what may need to be debated, and considered, when a person is alive, or deceased. Most notably this level would be concerned with Deep Fake. Deep fake is when a photorealistic video of a person is taken, altered, and then is used to impersonate another individual in a realistic way. The new computer-generated face is difficult to detect as fake. If one was created and was used inappropriately it could lead to many different facets of identity fraud. Reputational damage could become a factor if someone was to misrepresent a person within Virtual Reality. The second part of Level two is Centralised vs Decentralised. Centralised is when there is a central government style control within a hierarchy led system. Decentralised is a democratic structure where decision making is made throughout the system. Within the Metaverse the decentralised system uses blockchain to register decisions, to maintain fairness, and to have transparency on decision making throughout the organisation.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 43
CENTRALIZED centrilised
CENTRALIZED
How can we create a lawless, yet lawful Metaverse Aileen Carville, CEO, Skmmp, www.skmmp.com
44 | The digital fashion ecosystem for the metaverse
DECENTRALIZED
decentralised DECENTRALIZED
CENTRALIZED VS DECENTRALISED MAP
Central Government
Rules
Law
Centralized Norms
Ethics
CREATOR ECONOMY
Shared Data View & Ownership
Member Collaboration
Decentralized
Optimize Resources
Smart Contracts
Transparent Trust
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 45
cyber fraud overview CYBER CYBER CYBER FRAUD FRAUD FRAUD OVERVIEW OVERVIEW OVERVIEW REGISTRATION
REGISTRATION REGISTRATION
SEARCH FACILITIES IMAGES/ DEEP FAKE
SEARCH SEARCH FACILITIES FACILITIES IMAGES/ IMAGES/ DEEP DEEP FAKEFAKE
SECURITY FIRM
SECURITY SECURITY FIRM FIRM
LEGAL CHARGES
LEGAL LEGAL CHARGES CHARGES
FEE COLLECTION
FEEFEE COLLECTION COLLECTION
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HOW DO YOU SECURE ITEMS THAT ARE NOT ON BLOCKCHAIN?
HOW HOW DO YOU DO YOU SECURE SECURE ITEMS ITEMS THAT THAT AREARE NOTNOT ON ON BLOCKCHAIN? BLOCKCHAIN?
CYBER CYBER CYBER SECURITYSECURITY SECURITY HOW? HOW? HOW?
Y
CYBER CYBER CYBER SECURITY SECURITY SECURITY WHERE? WHERE?WHERE?
Eileen Cahill
WHERE WHERE COULD COULD WHERE COULD FRAUD FRAUD FRAUD OCCUR? OCCUR? OCCUR?
IADT, MA Design for Change, 2022
AVATAR AVATAR
AVATAR
BRAND BRAND
BRAND
INDIVIDUAL INDIVIDUAL FASHION FASHION ASSETS ASSETS
INDIVIDUAL FASHION ASSETS
PORTFOLIO PORTFOLIO OF OF ALL ALL ASSETS ASSETS
PORTFOLIO OF ALL ASSETS
DIGITAL DIGITAL WALLET WALLET
DIGITAL WALLET
The digital fashion ecosystem for the metaverse | 47
cyber FRAUD MICRO VIEW
IDENTITY FRAUD
Digital Portfolio
Payment Methods
Crypto Banking
Traditional Banking
Pin Numbers/ Passwords
Cards
Crypto Wallets
Digital Accreditation
Certificates / Diplomas/ Degrees Received
Digital Property
Training Received
Any Other Venues
Legal Requirements
48 | The digital fashion ecosystem for the metaverse
Main Space Home/Office
What and who is affected?
Brand Identity
Social Circle
Digital Fashion/ Goods
Assets
Avatar
Cloud Storage
Customized Algorithms
Goods/ Services/ History/ Payments
Customer Base
Deep Fake
Digital Attributes
Digital Uniqueness
Fashion Style
Features
Voice
Category /Data Analysis
Transfer Assets
Alive
Power of Attorney
Disposal of Assets
After Death
Eileen Cahill
IADT, MA Design for Change, 2022
Cost Implications
Delete Assets
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50 | The digital fashion ecosystem for the metaverse
9 INFRASTRUCTURE The varying mechanics, engineering, systems development, intelligence exploration, and extraction of data is set out within level three. This level supports the commercial monetization of data by using information technology and its processes to understand preferences and personalise content. In order for Avatars to be able to travel freely
The security issues that could affect digital
around the varying worlds inside the Metaverse
fashion include:
and to be able to interact and transact within different platforms there needs to be
Generative Adversarial Networks (GAN) can
interoperability and portability.
take two competing images and via machine learning create entirely new images. In digital
Interoperability is when two different systems
fashion the possibilities are endless for creating
are able to communicate with one another.
new items based on customer sales data. But when it comes to Avatars this could lead to many
Portability is the ability to move files from one
different versions of your Avatar being created
system to another.
automatically leading to many imposters.
There is still some software development needed
Symbolic AI (Artificial Intelligence) is a system
in order for interoperability and portability to be
that can train a machine to understand and mimic
seamless within the Metaverse.
the human brain. Avatars that operate in the Metaverse represent their human counterparts. In virtual reality, much can be learnt from a human when they participate in the Metaverse. Fashion will be part of that identity, in terms of how people choose to style themselves, and how they respond to stimuli when faced with new fashion choices. Security could become an issue, if rules and law surrounding this type of data extraction, are not governed and monitored.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 51
technology map TECHNOLOGY
SYMBOLIC
SYMBOLIC AI TRAINS THE MACHINE TO UNDERSTAND AND MIMIC THE HUMAN BRAIN
MACHINE LEARNING ALGORITHIMS
SUPERVISED LEARNING
UNSUPERVISED LEARNING
NEURAL NETWORKS
INPUT LAYERS
REINFORCEMENT LEARNING
DEEP LEARNING
ARCHITECT
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MIMICS NEURONS OF THE BRAIN
OUTPUT LAYERS
HIDDEN LAYERS
AI
STATISTICAL
MACHINE LEARNING
GAN (GENERATIVE ADVERSARIAL NETWORK)
GENERATES RESULTS
IMPROVE REVENUE
DATA MINING
TRENDS HISTORY SOCIAL MEDIA
EVALUATES ACCURACY
BIG DATA
ADVANCED ALGORITHMS
IMAGE ANALYSIS SOFTWARE
KEY ANALYTICS
IMPROVE SPEED FLEXIBILITY
IS
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 53
INTEROPERABILITY/portability map TECHNOLOGY
DIGI SAPIEN TRAVEL
PAYMENT
BETWEEN OPENSOURCE PLATFORMS
BANKING
CRYPTO CURRENCY
TELEPORT ASSETS/ ENVIRONMENTS
REAL WORLD CURRENCY
DIGITAL WALLETS
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SECURITY
PERSONAL DATA
DIGITAL ASSETS
FINANCES
INTEROPERABILITY
SEARCH
ABILITY TO FIND ASSETS IN ALL METAVERSE WORLDS
Eileen Cahill
TWO SYSTEMS BEING ABLE TO COMMUNICATE
PORTABILITY
DIGITAL ENVIRONMENTAL IMPACT
DATA FEED FROM THE ENVIRONMENT
OPTIMISATION CHECKS
IADT, MA Design for Change, 2022
THE ABILITY TO MOVE FILES FROM ONE SYSTEM TO ANOTHER
METAVERSE ETHICS
METAVERSE LAW/ RULES GUIDELINES
TRACABLE & TRANPARENT SYSTEM
CLARITY NEEDED BY COLLABORATORS
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56 | The digital fashion ecosystem for the metaverse
digital transformation
It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change. ― Charles Darwin
As Web 3.0 develops and humans are connected to more devices, data will be monitoring the human body, and will collect many types of information including: behavioural, psychological, biometric, lifestyle choices, and the environment that we live in. This is known as the Internet of Bodies (IOB). Through various sensors and processors connected to our bodies including wearables, the internet of things (IOT) will be able to monitor, and make recommendations via AI (Artificial Intelligence) deep learning without human intervention.
Digital Fashion will be a large part of this change, style and trends may be different in the physical and digital worlds but our ability and need to reinvent and constantly evolve our identity remains part of what it means to be human.
As we progress towards a new parallel immersive world our interactions as humans will change, not only will we have Avatars to dress and represent us in the digital world, but AR (Augmented Reality) holograms will blend the digital, and physical world, in real time. This truly will be transformative for the human race.
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 57
58 | The digital fashion ecosystem for the metaverse
10 STANDARDS Level four of the Anatomy deals with standards including ethics and sustainability.The Metaverse is a new universe concept where the current creator economy is driving innovation and pushing the boundaries of the imagination. It is currently operating as a collective decentralised community. A lot of businesses and individuals are working in small silos. Currently there is no governing body, and therefore
important to look at what the requirements are
no agreed ethics, the only ethics that exist are
of this new digital system and how sustainable
those in the physical world.
it is. Ascertaining what level of natural resources could be required to power the immersive Web 3.0
In order to understand how ethics could be
digital economy requires further research. Data
determined in the Metaverse. Examining existing
centres take a large amount of power out of the
ethical
Utilitarian,
electrical grid and consume large quantities of
Deontology, Consequentialism, Virtue Theory,
water to keep the temperatures constant. If this
Social Justice and Social Contract Theory can
is not replenished in equal value to what is taken
show why they are needed from a societal
out then society will have created an alternative
perspective, including moral obligations, and
tech universe, but not necessarily one that can be
where issues particularly around data privacy and
sustainable over time.
perspectives
including:
access can be breeched, if clear guidelines are not set for the community.
Digital Fashion has an opportunity to move away from duplicating the existing linear system in
Eileen Cahill
The perspectives of sustainability are human,
physical fashion of extract, use, dispose and
social, environmental and economic. As the
can pioneer an inclusive circular system, one
world becomes more immersive in virtual reality
that is transparent, traceable, regenerative and
and people acquire more digital assets, it is
sustainable for the next generation.
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 59
ETHICS MAPS
ETHICS
COLLABORATIVE WORKING PRACTICE
ACCESSIBILITY
TRANSPARENT
EQUALITY
TRACEABLE
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AGREED NORMS
AGREED LEGAL CONTRACTS
MORALITY THAT FOSTERS HAPPINESS
UTILITARIANISM
INDIVIDUAL CARRYING OUT THE ACTION
Eileen Cahill
VIRTUE THEORY
ETHICAL PERSPECTIVES
DEONTOLOGY
SOCIAL JUSTICE & SOCIAL CONTRACT THEORY
CONSEQUENTIALISM
SOCIETAL OBLIGATIONS
MORE BENEFIT THAN HARM
IADT, MA Design for Change, 2022
OVERALL MORAL CONSEQUENCE OF ACTION
The digital fashion ecosystem for the metaverse | 61
ethics values
VALUES
RESPONSIBILITY
NORMS
ACCOUNTABILITY
CHOICE
RULES
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REGULATIONS
PRIVACY
Even the most rational approach to ethics is defenceless if there isn’t the will to do what is right. ― Aleksandr Solzhenitsyn
Data collection how invasive will the data collection be in virtual reality? Will any privacy be retained? Who will determine what data can be collected and used?
Avatar representation who will protect the Avatars from impersonation via software like deep fake if the Metaverse remains fully decentralised?
Fashion Design what will constitute a new design? How many differences will the new design need to have to distinguish it from an existing NFT? Who will decide?
Behaviour Who will determine acceptable norms and values throughout the Metaverse?
Societal Obligations Who is responsible for the legalities in a decentralised Universe like the Metaverse? Will each DAO have their own laws?
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 63
SUSTAINABLE MAP PERSPECTIVES
SKILLS & TRAINING INVESTMENT
EQUALITY & BALANCE IN SOCIETY
HUMAN
SOCIAL
SUSTAINABLE PERSPECTIVES
ENVIRONMENTAL
ECONOMIC
MAINTAIN ECOSYSTEM
CORPORATE RESPONSIBILITY
64 | The digital fashion ecosystem for the metaverse
THE FASHION CHALLENGE
THE FASHION CHALLENGE EXTRACT
USE
DISPOSE
MOVE FROM THE EXISTING LINEAR ECONOMY
CIRCULAR ECONOMY
REGENERATIVE
ECONOMIC
TRACEABLE
SOCIAL
DIGITAL FASHION CIRCULAR ECONOMY
ENVIRONMENTAL
SUSTAINABLE
HUMAN
TRANSPARENT
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 65
66 | The digital fashion ecosystem for the metaverse
The greatest threat to our planet is the belief that someone else will save it. ― Robert Swan
Look after the land and it will look after you, destroy the land and it will destroy you. - Aboriginal Proverb
Data usage How much is too much? Will there need to be a limit placed on how much data each person can have in their personal portfolio based on electrical grid in each country? Data Centres how much power can be taken from the national grid before it starts to cause economic damage through power outages in domestic settings? How will the power be replenished by companies operating in the Metaverse?
Digital Waste Is there need for a sense check on data that is created, never used, that takes up energy? What could be done to alleviate this? Is there a need for some sort of digital sell by date?
AI its capabilities will machine learning take away the need for human designers over time as technology develops when it can read preferences and create its own personalised fashion? What is the future for human designers?
Eileen Cahill
IADT, MA Design for Change, 2022
Societal impacts will there need to be a limit on technological immersive platforms usage in a day?
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68 | The digital fashion ecosystem for the metaverse
11 ENVIRONMENT When observing the structural arrangement of the Digital Fashion Anatomy in the Metaverse, it is possible to discern that levels one to three covering: the customer, operations, and infrastructure, form the central nucleus of the commercial segment of the Metaverse. Levels four and five cover ethics, sustainability, and the environment, and form the conscience and moral foundation of the system. Without mitigation, in the growth stage of the
Building a resilient future for our planet means
Metaverse, the planets natural resources may
taking a hard look at all areas including technology.
be affected adversely by the increase in power
It is becoming increasingly apparent that a
needed to fuel an increasingly immersive,
circular system is needed, one that is sustainable
technological, virtual world. The upsurge in power
over time. Humanity should only replace one
from gas and electricity to feed the digital grid for
system for another if it is an improvement on
technology companies, one could argue, should
the old system. There will always be a battle
only be allowed, if there is an equal investment in
when profit and money are involved but creating
the environment to offset the extraction.
a mindset that supports transformative design, to enable innovation, to create a better future,
Digital safety in the absence of agreed rules,
that supports, respects, and enriches our planet,
guidelines, and laws, in a decentralized platform
should be a focus for everyone.
like the Metaverse are factors that need to be considered, to ascertain if certain parts of the planet and humanity could be compromised and damaged for a new high-tech commercialised platform.
Eileen Cahill
IADT, MA Design for Change, 2022
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70 | The digital fashion ecosystem for the metaverse
anthropocene
Humans are not the protagonists of this planet’s story. If there is a main character, it is life itself, which makes of earth and starlight something more than earth and starlight. But in the age of the Anthropocene, humans tend to believe, despite all available evidence, that the world is here for our benefit. ― John Green
Humans have wandered the earth for thousands of years but never has our capacity to alter the earths ecosystem at a larger scale been more prominent that it is today ― Kat Lahr
One of the defining features of the Anthropocene is that the world is changing in ways that compel species to move, and another is that it’s changing in ways that create barriers - roads, clear-cuts, cities - that prevent them from doing so. ― Elizabeth Kolbert
There are for starters, grandeur and silence, pure water and clean air. There is also the gift of distance ... the chance to stand away from relationships and daily ritual ... and the gift of energy. Wilderness infuses us with its own special brand of energy. ― Thomas Linn
The greatness of a nation can be judged by the way it’s animals are treated. ― Mahatma Gandhi
Eileen Cahill
IADT, MA Design for Change, 2022
The digital fashion ecosystem for the metaverse | 71
the anatomy
The anatomy
CUSTOMER
OPERATIONS
SYSTEMS SUPPORT
ETHICS & SUSTAINABILITY
ANTHROPOCENE
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As we have amplified our ability to shape the world, so we become responsible for the long afterlives of that shaping. The Anthropocene asks the question memorably posed by the immunologist Jonas Salk: ‘Are we being good ancestors? ― Robert McFarlane
CREATIVE THINKING INSPIRES IDEAS. IDEAS INSPIRE CHANGE. ― Barbara Januszkiewicz
Thank you Special thanks, to my Thesis Advisor
HILARY KENNA BDes, PGDip, MA, PhD Department of Art, Design and Creative Technologies IADT and to the Faculty:
CLYDE DOYLE Co Programme Chair MA Design for Change IADT
SHIRLEY CASEY Co Programme Chair MA Design for Change IADT
CHRISTOPHER PANDOLFI Department of Unusual Certainties
74 | The digital fashion ecosystem for the metaverse