NanKnits creates a parallel world for Shanghai Fashion Week AW22 Collection Launch

The metaverse; a concept only at the tipping point of this new era…. is starting to rapidly change and challenge the meaning of fashion itself. Nanhu, creative director and designer of NanKnits studios, forecasted this by creating this season’s AW2022 collection under the theme of “Future Era of Love” in a both a metaverse rendering of the collection and physical catwalk format.

“Interactive, creative digital spaces are a natural evolution of how people use technology, and they reflect the ever-growing amount of time consumers spend online. Gen Z spent an average of eight hours per day on screens in 2020” McKinsey

For GenZs, as more ‘second lives’ become important, fashion will play a key role in delivering creativity and self-expression in a parallel world. Because the concept is only at its inception; there is an underestimation of the current market value to individuals who want to express themselves in a virtual world with a virtual product/persona.

The futuristic knitting brand Nanknits breaks traditional knitwear/ shape rules by combining technology with true craftsmanship in order to create “wearable mobile sculptures”.

For the first time ever, Nan has transformed its works into digital format for this season’s theme of Love.

With a physical T stage being absent for this years SFW, the brand used a digital model to present the new collection in the Virtual Space.