Kadine James, The Immersive Kind, Mutantboard, 3D Artist Allan Gregorio, and soundpiece explore together direct-to-avatar, limited edition couture experiences, and digital wardrobes with the aim of pushing sustainable fashion forwards. Kadine James reveals avatar for Frankfurt Fashion Week 2021.
Written by Beth Jochim
“We’re absolutely delighted to be partnering with leading digital artist Allan Gregorio and our industry partners Mutantboard and soundpiece to uncover the technological innovations that are taking place in digital fashion today. Our work is celebrated at Frankfurt Fashion Week and supports the fashion revolution and the commitment of the United Nations Office for Partnerships by pushing sustainable fashion forward.
This collaboration re-imagines how the technology of our time is going to empower the next generation of fashion designers. It also demonstrates the endless possibilities of a digital wardrobe alongside the benefits of being able to leave a lighter footprint on the planet as no physical garments were produced.” — Kadine James, CEO and Founder of The Immersive KIND.
Avatars are coming. The Immersive Kind, Allan Gregorio, Mutantboard, and soundpiece come together to unveil Kadine James’s direct-to-avatar (D2A) for Frankfurt Fashion Week 2021. Styled by virtual model and creative agency Mutantboard, avatar Kaydeen showcases the emerging trend in digital fashion, which is direct-to-avatar.
For those unfamiliar with the terminology, direct-to-avatar is a business model that is gaining momentum as it allows brands to directly access the market without an intermediary, selling different types of products to digital identities, or avatars, in virtual environments or in gaming.
For Frankfurt Fashion Week, The Immersive KIND is experimenting with digital couture to push sustainable fashion forwards and enter new virtual territories. Operating at the intersection of fashion and technology, this collaboration is focusing on digital identity, Web 3.0, digital fashion and promotes the creation of new fashion experiences.
Kadine James, CEO and Founder of The Immersive KIND extended reality studio, was transformed into a virtual model named Kaydeen by 3D avatar creator Allan Gregorio. Lorena Hydeman, Creative Director of Mutantboard, styled Kaydeen in a digital-only monochrome bodysuit. Kaydeen walks on a virtual catwalk accompanied by artificial intelligence (AI) generated sound created by London-based company Soundpiece.
This multi-layered project explores the nature of fashion, pushing its boundaries and offering new experiences in cyberspace.
The Immersive KIND brings together high-profile industry leaders, immersive technology experts, digital artists, VR/AR/XR producers, virtual model agencies, and digital fashion designers from around the world. Led by Kadine James, Top 100 Women in UK Technology and Founder of The Immersive Kind XR Studio, the studio fosters collaborations that demystify and empower both artists and audiences by using cutting-edge technologies applied to the 21st Century Art Practice. Celebrating digital counter culture, it focuses on inclusivity, environment, and sustainability, re-imaging new ways of buying, producing and consuming fashion.
About the collaboration, Lucy Wheeler, Co Founder of The Immersive Kind and XR Artist, said:
“ I’m excited to see the emerging trends in these virtual environments. When creating digital pieces you aren’t bound by physics or materiality. With digital you can reach new audiences and this evolving cyberspace is going to inspire and create a more inclusive fashion environment in real life too. It’s great to see an interdisciplinary team of fashion technologists make this happen with Kaydeen at Frankfurt Fashion Week 2021.”
Great enthusiasm for the collaboration was expressed by the other team members.
“It is such a pleasure to work with Kadine and materialize her post-human form with Allan. Kadine and The Immersive KIND are a catalyst for the reaction between tech and fashion; Mutantboard are thrilled to be an element in the reconfiguration of fashion.” — Lorena Hydeman, Creative Director of Mutantboard
“I am thrilled to collaborate with Immersive KIND and Mutantboard on a project that could help redefine the idea of fashion as we know it. By liberating creativity from its physical limitations and redirecting our passion for changing styles and trends to digital dimensions, we can help build a more responsible and sustainable physical reality too.” — Allan Gregorio, Leading Avatar Artist
“I am excited to collaborate with partners at the forefront of new technological developments. By combining AI, XR and Immersive technologies, the boundaries of creativity are being pushed and exciting new art forms and artistic expressions made possible.” — Pierre du Toit, Founder of Soundpiece
About the Team
The Immersive KIND is a multidisciplinary collective and studio specializing in VR, AR, MR, XR, AI, immersive technologies, and game engine software (such as Blender, Unity, Unreal Engine 4). It offers opportunities for emerging artists, queer communities, and underrepresented voices to foster collaborations and push innovation.
Mutantboard is a Virtual Model and Creative Agency. Their models are citizens of the Cyber Realm, created by a roster of multidisciplinary digital talents. Born out of quarantine, Mutantboard’s diverse models break free of physical confines and collaborate with trailblazing brands along new tech frontiers. It is led by world-class stylist Lorena Hydeman.
Allan Gregorio is a Brazilian visual artist and portrait photographer, whose work has been featured in several magazines such as Attitude Magazine, Vogue, Dazed, and The Face. The Brazilian platform itsNOON, which is dedicated to the activation and engagement of communities, has published a book including some of his work. Gregorio has created a Digital Avatar working with images of Kadine James to produce a digital replica.
Soundpiece is a London-based startup and digital platform that makes AI-based tools available to the public for music creation and sharing. Founded by musician Pierre du Toit, it aims to democratize the music field.