The metaverse is set to revolutionise the fashion industry by providing unique digital experiences. These new, immersive, virtual environments have the potential to provide a fresh approach to staying relevant to existing customers while attracting new ones.
Moving along these lines is the Delhi-based sustainable label LOTA, which has introduced India’s first CGI (computer-generated imagery, as opposed to actual models) model– Rajeev.
Launched in 2018 by Adhiraj Singh, a 3D motion designer & visual artist, and Shradha Kochhar, a knitwear designer and fibre artist, LOTA finds sustainability at its core.
With the aim to not only make clothes sustainably but also communicate it without exhausting resources for set design, production and carbon footprint, the duo turned to CGI for solutions during the heightened restrictions of the global Covid-19 pandemic.
“There’s a certain dysphoria when it comes to the fashion industry in terms of what is shown and what happens in the supply chain on the backend,” said Adhiraj.
He further adds “Whenever you see a LOTA shirt, it is made with 100 per cent waste. Even our packaging includes no plastic.”
LOTA presents a compelling picture of the scope of growth for the fashion industry, especially for Indian brands in the future.