Digital-forward fashion brand, Ilona Song, is taking the fashion industry by storm with the launch of its new Futuristic Fauna and Primavera collections. The Los Angeles-based fashion house is renowned for its Luv dress, a heart-shaped garment that first gained notoriety last year for its virtual try-on feature. Worn by celebrities such as Madonna and Cher, Ilona Song’s Luv dress now comes in a physical version, establishing their “phygital” bona fides. The virtual dress will feature at Decentraland’s Metaverse Fashion Week, which starts on Tuesday.
Ilona Song is known for its nature-inspired designs, and the new collections showcase the Camellia Bride, Chanterelle Dress, Lotus Dress, and the iconic Luv Dress. The use of NFT art and wearables for the “Elevating Culture” campaign underscores the brand’s commitment to inclusivity. Co-founder and creative director of Ilona Song, Kamila Rym, stated that the objective of the campaign is to promote cultural diversity by including hijabs, Turkish kaftans, kimonos, and Korean hanboks in the artwork.
Ilona Song’s sustainability mission is evident through their use of technology to drive their efforts in the circular economy. Augmented reality (AR) trials help consumers make informed decisions while on-demand manufacturing for physical products helps reduce waste. Products also come embedded with NFC chips, allowing consumers to verify authenticity, track ownership, and access blockchain information for transparency.
Ilona Song is committed to innovation, and AI has been an essential tool in their design process. The new Primavera collection on display at Mad Gallery was created using AI, as were the accompanying wearables and artwork. Designers use AI-generated images to play with their ideas and refine them to get the desired result.
Ilona Song’s MVFW offerings feature prominently in their whirlwind week, culminating in the catwalk for South Korean viral virtual influencer Rozy at Piazza. The use of geo-location and computer vision in geo-location technology ensures that the virtual catwalk runs seamlessly.
The fashion metaverse is still evolving, and while AI may be in the spotlight, it is an enabler and not a competitor. That much is evident when looking at Ilona Song’s diverse range of MVFW offerings. The brand’s commitment to inclusivity and sustainability resonates in the heart-shaped Luv dress that has become the hallmark of Ilona Song. Fashion connoisseurs can see the latest collection in a combination of both real and virtual worlds, and customers can now purchase physically what was once only available digitally. The future of fashion is looking bright, and Ilona Song is undoubtedly one of the driving forces behind this evolution.
