OK. Add one more item to my growing list of possible trends that I just don’t get.
Several fashion companies are creating digital outfits that people can “try on” by uploading images of themselves wearing the digital clothing item. Once they make the purchase of the digital clothing item, they can share the photo online.
It seems as if Instagram is the preferred platform for such sharing.
Here’s one example, of Daria Shapovalova, co-founder of DressX, wearing a Paskal Digital Dress ‘at’ Burning Man:
That is not a real dress…
Here is another one:
That virtual outfit sold for $1,050.
Here is a short video that explains how the process works at one company, DressX, that sells such outfits.
I like the vision of DressX:
We strongly believe that the amount of clothing produced today is way greater than humanity needs. We share the beauty and excitement that physical fashion creates, but we believe that there are ways to produce less, to produce more sustainably, and not to produce at all. At a current stage of DressX development, we aim to show that some clothes can exist only in their digital versions. Don’t shop less, shop digital fashion.
I like the sustainability angle of such clothing since no raw materials are really being used.
Here is an overview of the process of buying clothing at DressX:
At first glance DressX resembles a regular online marketplace, which currently includes more than 800 items and is expanding rapidly. Each product contains a product image, info about the designers, and even a description of digital material. There are three things that are fundamentally different from a regular marketplace though.
1. Unlike a physical garment, you can not “reuse” or “re-wear” the item you purchase. What you actually buy is the digital dressing of your submitted photo. It is not a filter you can later re-apply to your other pictures just yet. However, if you want to wear your digital garment again, DressX provides a 50% discount on any repeated purchase, so there is no need to pay the full price for the same garment again.
2. Digital clothing is “dressed” on top of your actual clothing. So, while DressX can add to or layer on top of what you are wearing, it cannot remove any part of the original clothes.
3. You have to do some prep work before buying a digital garment. Your photo needs to align with the requirements listed in the How to wear section on the DressX website. Fitting clothing, good light, no strong shadows, simple background are some of the tips to get the best results with digital fashion.
Here is the slogan at The Fabricant, another company that designs virtual fashion:
We waste nothing but data and exploit nothing but our imagination. Operating at the intersection of fashion and technology fabricating digital couture and fashion experiences.
It will be interesting to see where such a trend goes; if such an outfit could somehow be worn during a Zoom meeting, that could be useful.
Of course, I would hope such outfits come with a warning:
Do not go outside wearing just your virtual outfit…
*image from monicama