Sustainability is in the spotlight of the fashion industry, with many of our favourite brands making changes to reduce their carbon footprint in response to consumer demands, It has us questioning, could digital fashion be the next step?
Digital fashion is a revolutionary concept. It is the visual representation of clothing that, instead of being made of fabric or other tangible materials, is made from pixels, using 3D software and computer technologies. In short, it is an interplay between tailoring and digital technologies.
Even though many of us may not have heard of digital fashion, it has been around for longer than you may think. The gaming industry has seen its users spending real money on virtual items for years. An opportunity that many brands within the fashion industry have realised they can benefit through.
Consumers will never see or feel the items they purchase in real life simply because they don’t physically exist. To wear their new purchases, they will need to send a photo of themselves to the supplier. Who, in turn, will send back the same image with the garment edited on to fit their body perfectly. It would enable consumers to buy a look that has zero impact on the environment.
The Fabricant are the world’s first digital fashion house leading the fashion industry towards the new sector of digital-only clothing. The Dutch brand is committed to creating a new revolutionary fashion perspective. The Fabricant explains how digital fashion generates a considerable reduction in the environmental impact of any other fashion model in the world. Working in collaboration with brands such as Puma, Under Armour and Buffalo London, they are one to watch on the digital fashion scene.
Check out The Fabricant here: https://www.thefabricant.com
The Swedish company, Carlings, are also nailing the trend. After launching their first 19-piece digital collection last November, they have a positive response. In comparison to The Fabricant, the prices of their collection range between £9-30. Influencer Daria Simonova, who modelled items from the collection, shared her feeling on the concept, ‘I love this idea because firstly, it’s environmentally-friendly and secondly, clothing nowadays is more like an art form for social media. Digital clothing is super convenient, and the design potential is huge because it’s way cheaper.’
Take a look at Carlings digital collections here: https://carlings.com/en/Girls/all-products/
In the future, digital clothing could become as exclusive as physical garments. Consumers would pay to wear limited-edition digital garments, which would be unable to be distinguished from physical ones. With the height of social media and influencers, it is a chance to experiment with styling without leaving a negative carbon footprint.
Let us know your thoughts on the digital fashion trend below, do you reckon its the future of fashion?
Words by Kasia Gray