When Fashion Becomes a World - T Magazine China
When Fashion Becomes a World - T Magazine China
My feature for the New York Times Style Magazine China, “When Fashion Becomes a World,” examines the growing shift from fashion as a sequence of collections towards fashion as a form of cultural and experiential world-building. Drawing on conversations with Mumi Haiati of Reference Studios, Sallyann Houghton, and Morgan Evans, the piece explores how immersive environments, gaming, AI and emerging digital technologies are transforming the ways fashion is conceived, communicated and experienced. Through case studies including LOEWE, Maison Margiela, Gucci, amongst others, it considers how brands are building increasingly expansive narrative worlds around their identities, and what this evolution might signal for the future of fashion media and communication.