A pioneering fashion show making use of giant LED screens has been compared to a physical version of the metaverse.

The show was the first physical and digital fashion event held at Outernet London, a new immersive entertainment venue, and was developed by the Fashion Innovation Agency (FIA).

Combining dance and virtual production, the show featured costumes designed by two graduates of the London College of Fashion, where the FIA is based.

The FIA used Unreal Engine to create virtual environments based on the graduates’ costumes, making use of Outernet London’s fifty-foot high, 360-degree wraparound LED screens.

These then became the backdrops for a performance by dancers, with choreography reflecting the garments’ backstory as well as the immersive world around them.

The project was designed to show how clothes and other products can be captured within digital environments to create compelling fashion spectacles or boost retail engagement.

It also showcased the capabilities of Outernet London which offers brands the opportunity to promote their products with technology-driven experiences that can be personalised to suit each person entering the site.

Matthew Drinkwater, head of the FIA, commented: “At a time when physical retail has been under pressure, the arrival of Outernet London will return a sense of wonder to the capital. These giant digital backdrops will allow us to create engaging immersive retail experiences, where the collision of digital content with live entertainment provides a truly unique experience for each and every visitor.”

Jody Malam, creative director at Outernet London, added: “We’ve really wanted to work with London College of Fashion’s FIA and some of their young designers since first talking to them about collaborating. Our ground-breaking immersive media and culture district is perfect for this type of project so we’re delighted to see our partnership come to life so vividly.”

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