As Haute Couture Week draws to a close and Menswear begins its digitised alternative, it comes as no surprise that brands have been battling to find ways to stand out from their competitors in the most ingenious ways on various video streaming platforms.
One of these is Amazon's Twitch, a video-streaming platform that started with gamers and now has 17.5 million daily users. Twitch is known for live chats that let viewers influence the live content; often, a host narrates the action in a dual-screen.
And for the very first time, Ravensbourne University London has partnered with Twitch to launch Rave Digital, a downloadable game designed by its Fashion and Gaming students, premiering live via the ground-breaking streaming platform on July 13th at 5 pm GMT. This live-streamed event will see the Fashion students demo the game and interact with viewers across the world in real-time.
This isn't the first time the industry has partnered with Twitch – Prada recently created the video game Prada Journey, Burberry created its own game, B Bounce and Louis Vuitton partnered with League of Legends.
However, it is the first time a fashion course has decided to support ten of its final-year students by presenting their final collections as digital avatars, fully clothed and textured in each of their designs in less than six weeks. The avatars were developed in conjunction with the gaming students, animated and uploaded into a digitally-rendered gaming environment in which users can photograph each look from any angle while exploring different lighting and atmospheric options.
"As we've seen over the past week in Paris, fashion no longer needs to be confined to a runway. Alongside these couture houses, Ravensbourne and the Class of 2020 are re-envisioning what it means to lead the industry forward through fashion and gaming: introducing Rave Digital," stated Adam Andrascik, a senior lecturer at the London-based university, who started at Ravensbourne in the new year.
Formerly the creative director of Guy La Roche, Andrascik during these unprecedented times, dedicated his time to upskilling students with both specialist and practical skills in new digital technologies.
In place of a traditional catwalk as a result of Covid-19, this collaborative project has given students the possibility to reinvent themselves and think about what fashion can be and do in the future. It has also given the students a chance to reflect on how this newly-minted digital modus operandi could potentially help dealing with issues such as sustainability, inclusivity and overconsumption. Partnering with Twitch further breaks new ground: expanding audience interaction beyond the confines of the fashion industry.
Lee Lapthorne, Programme Director Fashion, agrees: "COVID has enabled us to come together against the odds and continue to showcase our students' work in the very best light under their own unique creative control."