Jess Carfax is a passionate fashion marketing graduate, with a particular interest in the luxury sector and a drive towards events planning and innovative communication. Her final year focus was inspired by the booming gaming market and increased collaborations between metaverse platforms and luxury brands.
Whilst researching consumer trends during my final year, I kept getting distracted by luxury marketing efforts within video games – even ‘borrowing’ my brother’s switch to download Animal Crossing to check out the Gucci, Ted Baker, and Pandora collaborations. Being a consumer of both markets, I was determined to design an enriched user experience, tackling barriers such as inoperability. I wanted to create a space that welcomes everyone, allows digital representatives to become, well, representative, and 'stylise' a digital realm typically associated with action gameplay.
Welcome, User! My final project was inspired by my personal experiences engaging with luxury marketing efforts within video games. As a fan and consumer of brands such as Gucci and Balenciaga, I wanted to discover new virtual garments within a range of video games but did not have a clue how to play Fortnite or Roblox! I found myself wishing for a virtual platform specially designed to host luxury virtual marketing efforts, which is how I came up with the hypothetical brand extension Virtual Vogue!
The Vogue Verse is a digital realm designed to support the future of v-commerce. It is accessible through a web platform, downloaded onto PC or Mac, and through a mobile app, available on iOS and Android. Monthly expansion packs that correlate with the magazine will be released on the 26th, filled with immersive virtual experiences and experimental consumer touchpoints designed by brands and hosted on the platform. From NFTs and digital fashion to virtual live events and gamified content, show off your style and discover new products. The platform redesigns editorial material to be explored in interactive ways and helps luxury designers enrich consumer touchpoints with virtual experiences and digital goods. The platform is designed with a futuristic influence, drawing on sci-fi aesthetics. Virtual Vogue wishes to enhance physical touchpoints and encourage luxury consumers to delve into deep reality with immersive experiences and inspiring content.