Future+ Fridays | Issue 20

1. Versace enters gaming with Fortnite collaboration

What's happening: Versace has partnered with Fortnite to promote their new Mercury sneakers through a unique in-game experience launched on the 9th of July, available until July 12th.

TLDR:

• Versace launched the Mercury sneaker last month.

• The brand partnered with Fortnite to bring the sneakers into the gaming space where players get the exclusive opportunity to wear the new shoes in-game.

• Players of one of the most popular Fortnite Creative maps, called "Murder Mystery" will, be able to explore an archaeological dig site and compete to be the first to find the sneakers as a digital treasure providing access to the special in-game rewards.

• To celebrate the launch, Twitch streamer ‘Agent 00’ hosted a live stream, offering a real pair of the sneakers as a prize.

• This marks Versace's recent commitment to virtual worlds and activations following their Snap AR experience and Bitmoji digital collection last month.

Why it matters: Versace's partnership with Fortnite marks a major step into the digital space for the luxury brand. By integrating their new Mercury sneakers into one of the most popular games, Versace is connecting with a highly engaged and young audience. Over the past month, the brand has increased its digital initiatives, fully embracing digital platforms, proving the importance and value of digital fashion products. We are looking forward to seeing what's coming next.

2. Balenciaga in Need for Speed mobile

What's happening: After being in the making for over 500 days, Balenciaga has launched a collaboration with the iconic racing game Need for Speed Mobile, offering in-game and physical merchandise.

TLDR:

• Collaboration features in-game co-created content, including customised cars, Balenciaga flagship store elements within the racing games, virtual clothing and physical merchandise.

• Includes custom car liveries, character looks, and Balenciaga flagship store elements in racing scenes.

• Physical merchandise available in select Balenciaga China stores, on Balenciaga.cn, and through the WeChat mini program.

• Launched in mainland China yesterday (11th of July), with a greater China release in August and the merchandise will become available locally.

• Creative Director Demna personally selected the racers’ fashion styles, letting users immerse themselves in the game and Balenciaga’s fashion.

• The partnership emphasises Balenciaga's commitment to Chinese tech giants, especially after their recent link up with Alipay.

• The franchise Need for Speed debuted in 1994, and has become an iconic game of the 90s.

Why it matters: This collaboration marks the continued commitment of Balenciaga towards the intersection of fashion and gaming. Partnering with Tencent Games, a subsidiary of the major tech conglomerate Tencent, underscores Balenciaga's strategic focus on the Chinese market and its dedication to forming strong alliances with leading tech companies. This is the continuation of many gaming alliances with Balenciaga as they have in the past with Fortnite or recently with BFRND.

3. Mango launches first AI-generated campaign for its teen line

What's happening: Mango has launched its first AI-generated campaign for its limited-edition Sunset Dream collection of its youth line, embracing innovation in fashion as part of the Earn leaver of Mango’s Strategic Plan 2024-2026.

TLDR:

• Mango launched a campaign fully generated by generative AI for its teen line.

• There are concerns about AI reinforcing beauty standards and lack of diversity while consumers may still struggle to distinguish AI-generated images from traditional ones.

• Mango’s 2024-2026 strategic plan aims to drive value through technological advancements, data management, and operational excellence.

• The AI campaign required a variety of teams from design, art, styling, dataset training, and photography to work together.

• Mango has been integrating AI since 2018, developing over 15 machine learning platforms (MLE) applying AI at different points of the value chain.

• Some of the AI initiatives span from pricing strategies to personalised customer experiences with Mango's notable AI use including an internal conversational platform for employees and an image generation tool for design inspiration.

• Previously, Mango joined Roblox with a virtual store where users can buy Mango Teen digital clothing and invested in Union Avatars, a digital identity and virtual avatar creation start-up.

Why it matters: Mango's venture into AI-generated campaigns marks a significant step in the fashion industry's embrace of innovative technology. By using AI, Mango aims to enhance creativity and streamline operations to push the boundaries of design and efficiency while offering personalised experiences to customers. Mango's commitment to integrating AI across its business models underscores the potential for technological advancements to revolutionise the fashion industry.

4. CFDA & Vogue Fashion Fund partners with Fashion League

What’s happening: The CFDA and Vogue Fashion Fund will be featuring their 10 finalist designers in a new fashion mobile game, Fashion League, created by Finfin Play AG, in honour of the game launch and the Fund’s 20th anniversary.

TLDR:

• The partnership will debut during New York Fashion Week for an exclusive, limited-time event, lasting four weeks featuring styling challenges and backdrops, inspired the 10 finalists who will also design one signature look to be digitised.

• The final winner, announced in October, will have a dedicated virtual store within the game to showcase additional looks.

• Additional initiatives will continue in January including a limited-time event with alumni brands and a selection of committee members to appear as non-player characters to enhance the storyline and narration of the event.

• Revenue will be generated through digital design sales and upgrades, shared with designers.

• Fashion League focuses on inclusivity and advanced gameplay with 3D avatars representing all body types, skin tones and genders, setting a new benchmark in gaming.

• Users will be able to layer clothes on their avatar to express their fashion, providing a realistic ‘dressing’ experience, a new key feature, not existing in most games.

• The collaboration allows new designers from CFDA/Vogue Fund to showcase in new and innovative ways while reaching a new audience with Gen Z, spending a significant portion of their leisure time gaming.

• This is one of the latest launches of games backed by high-profile fashion-world backers. Tommy Hilfiger’s Hilfiger Venture launched the mobile game FashionVerse, Karlie Kloss opened a standalone fashion styling game on Roblox, Drest, by former editor Lucy Yeoman, is relaunching, including partnerships with Kate Moss, Irina Shayk and Imaan Hammam.

Why it matters: Fashion League is pioneering the intersection of fashion and technology, providing emerging designers with a unique platform to showcase their work in the gaming space. This approach offers a new way to reach new audiences but mostly reflects the evolving landscape of fashion reach and consumption. With high-profile backing and a focus on inclusivity, Fashion League is set to make a significant impact in both the fashion and gaming industries.

5. Meta unveils 3D Gen: AI-Powered 3D image creation

What's happening: Meta has introduced 3D Gen, an AI model that transforms text prompts into 3D images in under a minute, outperforming existing solutions in both speed and quality.

TLDR:

• Meta’s 3D Gen converts text prompts to 3D images rapidly and is said to operate 3-10 times faster than current solutions.

• Integrates text-to-image (3D Asset Gen) and text-to-texture (3DTextureGen) models.

• Supports generative retexturing for customised 3D shapes.

• Delivers high-fidelity and quality 3D assets, preferred by testers 68% of the time.

• Currently in development and not yet publicly available.

Why it matters: 3D Gen represents a significant step in AI-driven 3D asset creation, it could enhance workflows in gaming, film effects, and VR. By combining speed with high-quality outputs, it could democratise 3D content creation, allowing more artists and developers to create detailed 3D assets quickly and efficiently. While not yet available to the public, its potential impact across creative industries is substantial, leading to a future where rapid, high-quality 3D content creation is accessible to all.