The Age of Digital Fashion
In 2019, there are an estimated 3.2 billion social media users around the world - more than ever before. The line between the real and virtual world is starting to blur and it’s about time the fashion industry adapts to this shift. Fashion apps and ‘virtual fashion houses’ are beginning to grow in popularity.
‘Fabricant’, who name themselves the ‘digital house leading the fashion industry’ are a brand who specialised in in photo-real 3D fashion design and animation. The main concept behind the brand is that users are able to buy and download animated clothes, that exist only online. New apps like ‘Drest’ and ‘Ada’, allow users to dress up avatars in luxury items and then share their animated pictures to social media. The user is then encouraged to purchase the real designer item. These apps make high fashion more accessible, and available to all.
The app allows all users to have the experience of a luxury item, whether it be a Chanel tweed suit or a Valentino dress without having to break the bank and ultimately this is the driving force behind such services. High fashion is more of an art form so the ownership is more important than the usefulness. Virtual fashion could become collector's items, like how people collect designer bags for the aesthetic rather than the use.
The industry has also seen a change in the types of models and influencers used to advertise clothes. Famous Instagram avatar Miquela Sousa (@lilmiquela) is seen wearing a range of high fashion designers on Instagram and has been used in several clothing campaigns, for example, a 2019 Calvin Klein ad.
Fashion brands and designers are beginning to realise how important the virtual world is related to advertisement and sales. What we are beginning to see now, is the future of fashion - maybe one day we’ll be able to simply download the perfect outfit.
What do you think about virtual fashion? Is it a trend or a fad?
References
https://www.vogue.co.uk/arts-and-lifestyle/article/fashion-and-gaming