Virtual fashion is a form of digital clothing and accessories designed for avatars in online environments. Since its launch in 2003, Second Life has not only pioneered the concept of a persistent digital world but also fostered the evolution of virtual fashion. From early user-created designs to collaborations with major fashion houses and the rise of Non-Fungible Tokens (NFTs), Second Life has both reflected and, at times, predicted trends in the physical fashion world. This article explores the captivating development of virtual fashion within Second Life, examining its growth from inception to its projected future in 2025.

A History of Innovation

In Second Life’s early years, from 2003 to the early 2010s, the platform’s fashion landscape was primarily shaped by its users. The ability for users to generate their own content (User-Generated Content or UGC) formed the foundation of a dynamic virtual fashion industry. Creative residents designed and traded clothing and accessories, establishing a lively marketplace. This era was defined by experimentation and innovation, as users explored digital self-expression. As Philip Rosedale, founder of Linden Lab, highlights, Second Life provided the “building blocks and a toolkit,” empowering users to create a wide range of items, including “amazing hair for avatars,” showcasing the early emphasis on customization (FUTURES Podcast).

By 2005, a robust virtual economy had taken root, powered by Linden Dollars (L$), exchangeable for real-world currency (Orion Magazine). A significant part of this economy was driven by virtual goods, with clothing being a major component. Users were willing to spend real money on virtual attire, highlighting the importance of avatar appearance. Early examples of this fashion-related commerce included virtual kiosks offering hairstyles alongside art and business services.

The Mesh Revolution

A pivotal moment arrived around 2010-2012 with the introduction of mesh technology. This allowed for the creation of more detailed and realistic avatars and clothing, mimicking human forms with remarkable accuracy. Metaverse observer Wagner James Au notes that this was crucial, as “a believable human template” naturally led to increased demand for realistic virtual accessories and clothing (New World Notes). This technological leap fueled expansion of the virtual fashion market. Designers began crafting intricate clothing, accessories, and avatar enhancements, fulfilling the desire for personalized and visually striking digital identities. The introduction of mesh allowed for flowing fabrics, intricate textures, and form-fitting designs.

The Rise of Creator Tools

By 2022, virtual fashion design had reached a high level of sophistication. Tools like Blender, a free and open-source 3D modeling program, became the standard for many creators. Add-ons like AvaStar were created to optimize designing for Second Life avatars within Blender. Specialized software like Marvelous Designer, celebrated for its cloth simulation, also gained popularity. The constant evolution of these tools, discussed on Nalates’ Things & Stuff, has broadened access to fashion creation (Nalates’ Things & Stuff), fostering a vibrant community of designers.

Economic and Social Dynamics

Between 2005 and 2007, Second Life saw interest from real-world companies. Brands like Reebok, American Apparel, and Adidas recognized the platform’s potential. Reebok, for instance, found success with its virtual store, allowing residents to create custom designs (ResearchGate). However, around 2008, enthusiasm from large corporations diminished, potentially due to the rise of competing social media platforms and complexities of maintaining a virtual presence.

Despite this shift, virtual fashion thrived, driven by the platform’s user base. However, the increasing prominence of fashion-focused events has drawn criticism. Long-time Second Life blogger Prisqua Newall argues that the platform is “overwhelmed by virtual fashion shopping events & consumerism” (New World Notes). The economic incentives for sim owners to host shopping events also contribute, as these events can be highly profitable.

Mainstream Fashion’s Metaverse Interest

Recently, Second Life has attracted established fashion brands. Designer Jonathan Simkhai showcased his FW22 collection in Second Life (Dezeen), a significant event where fashion journalists and influencers participated as digital avatars. A digital avatar is a graphical representation of a user within a virtual environment, allowing for interaction and communication. This blending of physical and digital presentation is becoming increasingly common.

The Impact of NFTs

NFTs (non-fungible tokens) have further propelled virtual fashion. After Simkhai’s show, the virtual garments were made available to Second Life residents, and six were auctioned as NFTs, allowing their use in other 3D virtual environments. This highlights digital ownership and interoperability. NFTs introduce scarcity, provenance, and potential resale value into the virtual fashion market, mirroring aspects of physical art and collectibles. For example, digital fashion houses like House of Blueberry have seen significant success selling NFT clothing items (Observer).

Community and Connection

Virtual fashion in Second Life plays a crucial role in social interaction. Fashion shows, such as “Fashion For Change” (Wikipedia), serve as social gatherings. These events provide platforms for designers, style expression, and community building. The rise of fashion blogging, documented by Fashionnovation, further demonstrates the social significance of virtual fashion (Fashionnovation).

Looking to the Future

The future of virtual fashion in Second Life is promising. The planned launch of a mobile app in 2023 aimed to increase accessibility (Fashion United), potentially expanding the reach of virtual fashion. Second Life continues to pursue partnerships with entertainment companies and brands. The platform also supports community-led events, such as the annual ‘Shop ‘n Hop’ festivals. Data analytics, as used by companies like House of Blueberry, are likely to play an increasingly important role.

The integration of VR will enhance the experience of virtual fashion. The potential for greater integration with real-world fashion, including virtual try-ons, and the continued evolution of digital ownership through NFTs, points to a dynamic future, extending well beyond 2025. The continued growth of AI could also influence the future of virtual fashion, assisting in the creation and design processes. Virtual fashion in Second Life exemplifies the potential of user-generated content, community, and digital self-expression. It remains a dynamic space, constantly evolving due to technological progress and the ever-changing tastes of its vibrant community.