Is Hugo Comte the Trend Resourceful of the Potential?

Come June, Hugo Comte will press the start button on Nikita Earth, a digital realm he has been making with a British metaverse organization. Inside of, admirers will uncover a Gran Turismo-like CGI setting wherever they can roam all-around Comte’s hyperreal images and talk to each individual other as if on a Zoom connect with. They’ll also be in a position to receive $Nikita coins, Nikita World’s have digital tokens, and devote them on talks, masterclasses and, afterwards, NFTs and electronic apparel.

Nikita Earth may audio like the brainchild of a blockchain bro, not a fashion photographer. But engagement with digital property is at an inflection level, according to BoF Insights’ Digital Fashion and Avatars report. And while the recent Metaverse Manner 7 days might have flopped, marketplace leaders like Gucci and Balenciaga are betting on the room, and trend creatives like Comte see chance.

Hugo Comte’s virtual Nikita World launches in June. Courtesy.

The 26-12 months-old French photographer, who sports a shaved head and wears wraparound sun shades at night, has currently shot covers for Italian Vogue, campaigns for Burberry and the go over of Dua Lipa’s Future Nostalgia album. But in the guarantee of the metaverse (a continue to unrealised parallel actuality composed of digital worlds) and the increase of web3 (the third iteration of the world-wide-web created on blockchain engineering), he sees ways to improved management how his do the job is dispersed and monetised.

For years, style photographers have been just about wholly dependent on magazines for distribution. Social media altered that, enabling them to publish their have information and create their individual audiences. But monetising people audiences was yet another matter.

These days most manner image-makers nevertheless depend on models and journals for earnings. And even though platforms like Substack and Patreon presently make it possible for written content creators to monetise their operate far more immediately than YouTube or Instagram, web3 claims creatives like Comte new ways to deepen interactions with lovers.

Comte specifically likes that, with $Nikita coin, he has been able to create a new form of forex that supporters can get paid by means of engagement with his material. “I’m now gratifying folks because they believe in me, not just due to the fact they invest their dollars,” he states.

“In working with social tokens, NFTs and world-wide-web3 in typical, artists like Hugo Comte are going absent from an audience design to a neighborhood-pushed product,” mentioned Hugo Renaudin, the founder of P00ls, an “exchange for creator cryptocurrencies” which powers $Nikita coin.

It is a lot less about remaining on Instagram or “being on the most significant stage,” as Renaudin puts it. “It’s about accumulating this group of folks that will interact close to their suggestions and their values and their environment as an artist.”

For Comte, Nikita Planet is also a way to check out a additional multidisciplinary observe, in his circumstance reconnecting with architecture, a industry he analyzed but never place to use skillfully. Alternatively, he picked up a camera to document how human bodies interact in architectural spaces and identified himself with a new vocation route.

Hugo Comte has shot for top brands and magazines, including Hailey Bieber for American Vogue.

Soon after two several years of “making shitty income but remaining tremendous psyched to work,” his saturated, hyperreal visuals struck a chord with the style marketplace as the analogue images craze started off to wane in 2018. He received his big break that same yr when Riccardo Tisci hired Comte to shoot the designer’s initially Burberry campaign together with Nick Knight, Danko Steiner, Peter Langer, Colin Dodgson and Letty Schmiterlow.

And though critics say Comte’s get the job done also closely mimics his 1990s references (see the Instagram account @hugocomteinspired), the photographer has been profitable, shooting advertising and marketing campaigns for Ferragamo, Prada, Bulgari and Valentino, as nicely as magazine handles and editorials with leading designs like Naomi Campbell, Kendall Jenner and Gigi and Bella Hadid for Vogue, W, Pop, 032c, Self Service and other people.

“It was almost a frequent arrangement of the marketplace that was like, ‘Okay, this yr, let’s function with him’ or some thing like that,” he suggests.

In February, Comte opened his first artwork exhibition, “Testament,” with stylist and Dazed editor-in-main Ibrahim Kamara, comprising 15 huge-scale photographs exhibited at Galerie Hussenot in Paris.

In February, Hugo Comte opened his first art exhibition, “Testament,” with stylist Ibrahim Kamara.

Now, Comte is pushing further than photography. “For me, I really do not assume what matters is the medium of the digicam and images by itself,” he suggests. “It’s a instrument, but my genuine target is to produce a thing beyond what a digital camera on your own can produce.”

Electronic media is not his only attract. Through London Manner Week, he unveiled a line of graphic knits and tees with designer Lois Sanders, dubbed Pricey Nikita, which had been modelled by Jennie from K-Pop feeling Black Pink, Squid Match star Ho Yeon Jung and it-woman-twin Simi Khadra. In June, he ideas to debut a line of lamps, chairs and daybeds.

During London Fashion Week, Hugo Comte unveiled a line of graphic knits and tees with designer Lois Sanders.

But he sees Nikita Entire world as his most transformative venture nonetheless. “I have the prospect of merging my working day-to-working day everyday living into some thing way far more about innovation and connected to how to use engineering to guide lifestyle,” suggests Comte. Irrespective of whether it will do the job is another subject.

Comte is a supporter of Donald Williams Shimoda, the “miracle”-doing pilot and messiah in Richard Bach’s 1977 novel “Illusions.”

“This character exhibits how effortless it can be to do everything,” he describes. “I just like the thought that even if you may well fall short, just go for it.”

Digital Fashion & Avatars Decoded

Katheleen Knopf

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