Virtual clothing is not such a new invention, although it has been talked about especially hard in recent months, when the whole world was on lockdown. Then photos of Influencers in digital clothes began to appear in the Web, and the media began to actively talk about this direction.
The interest to the sphere of digital is quite a natural response of society to the active development of the Internet and social networks.
And it is true that our social network feeds look much more attractive and luxurious if we present ourselves in a new image in every frame.
But 2020 was also a period of serious reflection on overproduction and overconsumption. Left at home, alone with their thoughts, many people, among them artists and designers, reflected on how the world should be – how to fight fast fashion, from which there are only negative consequences. I recently told you about how the popular Danish brand Ganni, together with Levi’s, has launched a collection of clothes that can be rented rather than sold. It’s all with the goal of smart consumption and preserving the environment. And creating things just for online is just in response to issues of overproduction and pollution, where, let’s be honest, the fashion industry plays far from the least of these.
WHO “SEWS” VIRTUAL CLOTHES
The first digital clothes appeared in 2015. The creator of virtual fashion is considered Kat Taylor, known under the pseudonym Cattytay. The girl founded the Digi-GXL project, which specializes in creating 3D animations. Taylor studied design at the College of Art but virtual fashion attracted her more than the traditional. Taylor’s work was quickly spotted by designers such as Off-White, Balenciaga, Vetements and Alexander Wang. It was for them that Taylor created virtual images back in 2018.
Virtue Agency was the first company to produce virtual clothing for sale. The launch of the digital line was timed to coincide with the opening of the Scandinavian brand Carlings’ online store.
The brand was inspired to create digital items by famous games like The Sims and GTA. Now the site sells deconstructed tops, asymmetric coats, pants and dresses that would pass for couture in real life.
Digital couture is also produced by The Fabricant brand. The brand has been creating digital clothing since 2018. Right now, you can try things on the site for free. The brand focuses on the use of exclusive fabrics that not everyone can afford in real life (for example, crocodile leather). Quality and unusual design – the world of couture is now open to everyone.
Virtual clothes have become a real trend. Just think how easy it is to transform your social networking feed and your virtual life, if you add bright and unusual images to it.
But will this virtual fashion trend stay for a long time? Matthew Drinkwater, head of the Fashion Innovation Agency at the London College of Fashion, thinks so.
As an argument, Drinkwater cites virtual avatars in games, as well as the fact that people are spending real money on upgrades in apps and games (such as choosing paid hairstyles and items for their characters).
Fashion brands continue to team up with different platforms to represent their stuff there. Earlier this month, for example, Polo Ralph Lauren announced the launch of a virtual clothing line created specifically for avatars on Snapchat. For the brand, this is an opportunity to introduce the brand to a new audience, tell the company’s story, and set up new channels of interaction with potential consumers.
The use of new technology has long been incorporated into advertising campaigns and brand presentations. Probably, the creation of digital clothes can become a new stage in their development. Virtual dressing rooms using augmented reality, as well as tests of collections, based on the results of which brands release real items on the most popular items – all this is already our reality.
In 2020, the line between the real and virtual worlds has been so blurred that the more time we spend online, the more money we will spend on making our online image perfect.
