Digital-forward fashion brand Ilona Song’s Futuristic Fauna and Primavera collections will bloom in the real and virtual worlds this week, and the effort may offer a glimpse into how the fashion business — from design to runway shows to distribution — could look in the future.
The young, Los Angeles-based fashion house is known best for its Luv dress, a heart-shaped gown first made available in digital form that went viral last year thanks to a virtual try-on feature, with variations worn by stars like Madonna, Cher and viral fashion avatar Noonoouri. Now there’s a physical version of the garment for sale, and with Ilona Song’s so-called “phygital” bona fides established, the virtual dress is heading to Decentraland’s Metaverse Fashion Week (MVFW), starting Tuesday.
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Inspired by nature, Ilona Song is exhibiting Camellia Bride, Chanterelle Dress, Lotus Dress and, of course, the Luv dress, among others, in various