What is digital fashion?
Digital fashion is, quite simply, clothes that only exist in the digital world. You will never wear them in real life since they are digital creations that you apply to your photos.
If you are on Instagram you will surely have seen influencers and models wearing amazing garments, with almost unreal graphics and shapes. Well, they were probably digital fashion.
An example of digital fashion is the 2019 partnership between The Fabricant and blockchain gaming company Dapper Labs. The resulting virtual dress was auctioned at the Ethereal Summit in New York and sold for the then equivalent of $ 9,500 in Ethereum.
Yes, the clothes may be virtual, but people pay for them with real money.
How does digital fashion work?
Brands are using different technologies to create digital garments such as 3D modelling software, video game engines, and AI. However, the creation requires the garments to be mostly designed manually and then transformed into digital products.
Customers can browse an online catalogue of digital clothes and buy the one they prefer. Depending on the retailer, they can submit a photo of themselves and the 3D designers will adapt the digital garment to their bodies. Or, they can download and edit it with 3D software.
Once ready, customers can share the photo with their social networks.
Social networks, virtual reality, and the Metaverse
CGI clothing and similar are not exclusive to social networks, but are designed also for virtual reality, augmented reality, and the Metaverse.
The former are already part of our lives. On the contrary, virtual reality and Metaverse are still in their infancy, but we know that they will play an important role in the future. In particular, for fashion. In fact, last spring 2022 the first Metaverse Fashion Week event was held, and included virtual fashion shows and NFT sales by fashion brands. Additionally, players of games like Roblox and Fortnite need accessories and clothing for their avatars, and fashion designers are responding to their needs. Business of Apps estimates that Fortnite generated €5.8B in revenue during 2021, mainly through the sale of digital clothing that players use to personalise their in-game characters.