Year of phygital fashion, from the runway to retail design
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German fashion brand MCM created MCM'etaverse, a virtual world where players can dress avatars and explore a virtual flagship store.
PHOTO: MCM
SINGAPORE – If 2020 and 2021 were the years of brands and retailers adapting to the needs of a mostly online audience, 2022 was the year of melding those needs with a slow return to physical interactions – by going phygital.
Bridging the physical and digital worlds, the hybrid term has been applied to everything from fashion shows to marketing campaigns to retail design.
