The fashion industry has long been criticized for its slow adoption of digital trends. But did you know that recently, there's been a rapid shift towards digitalization, with digital fashion—clothing you can’t physically wear—gaining the spotlight? Many luxury brands are diving into this trend, and digital fashion is becoming a significant force that’s reshaping the future of fashion. In this article, we’ll explore what digital fashion is, how it can be used, where you can get it, and explain the crucial role of the Metaverse and NFTs in this exciting new landscape!
Table of Contents
Digital fashion refers to clothing, shoes, and accessories that exist only in virtual spaces like games, social media, and the Metaverse. You can enjoy digital fittings on your photos and videos, and some brands offer items that only exist in the digital realm without any physical counterpart. In recent years, many renowned brands have entered the digital fashion scene. Let’s take a look at three famous brands to get a sense of what digital fashion is all about.
From The Fabricant official website (https://www.thefabricant.com/)
Based in Amsterdam, The Fabricant is the world's first digital fashion brand, which debuted its digital couture collection in 2019, pioneering the digital fashion industry. Their exclusively digital luxury dress, the "Iridescence Dress," sold at an NFT auction for $10,000.
From Tribute Instagram (https://www.instagram.com/tribute_brand/)
Tribute is a digital fashion brand launched in 2020 by a group of 3D modeling and coding experts, offering contactless cyber fashion. They noticed that during the pandemic, more young people were buying clothes solely to post on social media, leading them to start a sustainable fashion brand that doesn’t produce physical items.
From Republiqe official website (https://republiqe.co/pages/digital-fashion)
Founded in 2019 and based in London, Republiqe specializes in NFTs, the Metaverse, and virtual apparel. They offer virtual fittings where you can purchase digital clothing and have it overlaid on your photos, sell digital clothing in Roblox, and support brands in digitizing their apparel for entry into the NFT and Metaverse spaces.
There are many other digital fashion brands out there. In the latter half of this article, we’ll explain how you can experience digital fashion yourself.
The rise of digital fashion has been significantly influenced by the ability to easily share personal information on social media. For people who buy clothes just to post photos on social media and then discard them, digital fashion brands like Tribute, which offer affordable and visually striking options, are the perfect solution. With advancements in VR and AR technology, virtual communication is growing, and social media in the Metaverse is gaining popularity. Digital fashion is also becoming a hot topic as outfits for your virtual avatars.
The impact of COVID-19 has also been a major factor in accelerating digital fashion. Due to lockdowns starting in 2020, opportunities to dress up and go out have decreased, leading some people to lose interest in high-end fashion. With the shift to remote work, online meetings, and increased interactions in virtual worlds like the Metaverse, fashion has seen a dramatic change before and after the pandemic. Additionally, the pandemic has rapidly heightened consumer awareness of sustainability, significantly influencing the expectations placed on society and companies.
Digital fashion is considered more environmentally friendly compared to traditional fashion industries. According to United Nations statistics, the apparel industry is the second-largest polluter among all industries, but digital fashion does not use the fibers or materials necessary for making physical clothes, so there is no pollution during production, and no need for packaging or transportation, resulting in minimal environmental impact. It’s the ultimate sustainable fashion.
If you're interested in learning more about sustainability in fashion, check out this article!
The term "sustainable" has become increasingly common in our everyday lives. Numerous initiatives in various industries are underway for achieving a sustainable society, and the fashion industry is no exception.
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So, how exactly is digital fashion being utilized? Let’s dive into some examples from fashion shows, NFTs, and the Metaverse.
Fashion shows are the yearly highlight for apparel brands, where they showcase their latest collections. With the pandemic making it impossible for many brands to host physical fashion shows, they began exploring digital alternatives. Digital shows allow for events in fantastical settings that don't exist in reality, and streaming them online makes global reach far easier compared to physical clothing. There's also the advantage of expanding the ways brands can express their unique visions. Digital fashion shows aren’t just limited to videos; you can also experience them with an immersive feel using VR and AR.
From H&M Digital Shop CEEK Twitter (https://twitter.com/CEEK/)
One of the great things about digital fashion is that you can view designs without needing physical samples. In digital showrooms, products are displayed in virtual spaces, allowing you to explore your favorite brand's clothing without visiting a store. You can even check out different colors and patterns on-screen, which allows brands to showcase a variety of options digitally rather than stocking every SKU physically. This approach also supports more sustainable production methods.
From Gucci official website (https://www.gucci.com/us/en/st/stories/article/gucci-gaming-roblox)
The Metaverse is a virtual space on the internet where you can create avatars, interact with other users, and have out-of-this-world experiences. Popular games like "Animal Crossing: New Horizons" and "Fortnite" are examples of Metaverse environments. For instance, Balenciaga sold skins and hooded sweatshirts in "Fortnite," and Gucci launched limited-edition accessories and virtual spaces on the "Roblox" game platform. The Metaverse Fashion Week, held in 2022 and 2023, saw brands like Dolce & Gabbana, Etro, and Tommy Hilfiger make their debuts in the Metaverse.
Digital collections refer to digital items like clothing and accessories created using NFTs. We’ll touch on this more in the next chapter, but NFTs are a technology that allows for the proof of authenticity in digital data that can otherwise be easily copied. These items have their ownership recorded on the blockchain, making them highly unique and collectible.
Since digital fashion exists in a digital form, it can usually be easily copied and duplicated, making it challenging to maintain its value and authenticity. By leveraging NFTs, it becomes possible to verify and confirm the rarity and uniqueness of digital fashion, much like physical clothing.
NFTs have quickly become a buzzword, especially after Twitter (now X) co-founder Jack Dorsey's first tweet sold for about $2.91 million in March 2021, sparking widespread attention.
NFTs are created using blockchain technology, which is difficult to modify or tamper with, and they can assign unique value to digital data. NFTs are used not just for art, music, and fashion but also for certificates like diplomas and completion records. Additionally, there’s a growing trend towards more practical and multifunctional "utility NFTs," which provide access to exclusive content, events, and even proof of ownership for real-world assets.
From the NFT marketplace OpenSea official website (https://opensea.io/)
NFTs can add proof of authenticity and rarity to digital data that can be easily copied, enabling a secondary market for digital items. Traditionally, when second-hand items are resold, the creators (designers or artists) do not profit, but with NFTs, it’s possible to implement a system where creators earn a margin from secondary sales.
Additionally, counterfeit products have always been a problem for brands, but NFTs can be used to verify authenticity, helping to prevent counterfeiting.
LOUIS VUITTON's blockchain mobile game. From the App Store (https://apps.apple.com/us/app/louis-the-game/id1574401807)
With these benefits in mind, many luxury brands are entering the NFT space. Louis Vuitton celebrated its 200th anniversary by releasing a blockchain mobile game called "LOUIS THE GAME," where players could win NFT postcards through a lottery. Gucci, the high-end brand most invested in NFTs, has launched several NFT collections like GUCCI (EST. 1921) and even made headlines by purchasing virtual land in the Metaverse on The Sandbox. Other brands like Dolce & Gabbana, Balenciaga, Prada, Bulgari, Cartier, Tiffany, and Nike have also joined the trend.
Recently, "phygital" items, which combine physical products with digital items, have also gained popularity. These products allow owners to enjoy the same item in both the physical and digital worlds. Louis Vuitton launched an NFT-Linked Varsity Jacket for €7,900, where owners received both a digital version and a physical version, marking a new approach in the industry.
Creating NFT fashion requires linking an NFT to a fashion item that has been made as digital data. First, you’ll need to prepare 2D images or 3D data. These digital items can then be registered and listed on marketplaces like OpenSea or Rarible for buying and selling. To create the digital data, you’ll use graphic software or 3D modeling software.
Now that we've explained what digital fashion is, let's dive into how you can actually experience it.
From XR Couture official website (https://xrcouture.com/)
When you visit the XR Couture website, you’ll find a range of cyber-inspired clothing. After selecting your favorite piece and making a purchase, you simply send them a photo of yourself, and they’ll return an edited image with the outfit digitally applied. Imagine wearing a flaming dress that’s impossible in reality—it's perfect for making a statement on social media! As mentioned in the first chapter, the digital fashion brand Tribute offers a similar service, where you can buy digital clothes and have them styled onto your own photo.
From DRESSX official website (https://dressx.com/)
Based in Los Angeles, DRESSX is a digital fashion store that offers digital-only clothing and NFT fashion items. By using their app, you can overlay 3D clothes onto your video feed with AR, allowing you to try on digital fashion in real-time. You can also upload photos and input commands to get styling help from an AI stylist, as well as access digital collections on platforms like Roblox and Zepeto.
From RTFKT official website (https://rtfkt.com/)
RTFKT's sneakers are sold not only as NFTs but also come with the ability to wear them physically or through Snapchat’s AR filters. You can try them on by scanning the QR code available on the "TRY THEM ON" section of the RTFKT website.
From VR-knit.com™ (vr-showroom Smartphone only)
At VR-knit.com™, you can check out digital simulations of knit fabrics right on your screen or use AR to place a digital mannequin next to you for a photo. The simulations are incredibly realistic, making it easy to review digital data and then purchase the actual product, contributing to more sustainable practices.
If you’re interested in creating your own digital fashion, this section introduces some of the software you can use to create 3D digital fashion data, also known as virtual samples.
For more information on virtual samples, check out the related article below.
Virtual Samples: The Savior of the Apparel and Fashion Industry?
Today, let's dive into the game-changing world of "virtual samples," which is key to making our industry more sustainable by cutting down on sampling time and costs.
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From AUTODESK 3ds Max official website (https://www.autodesk.com/products/3ds-max/)
3ds Max is a high-performance 3D CG software sold by Autodesk, primarily used in the fields of game development, film production, and motion graphics for 3D modeling and rendering. It is also widely used in animation productions like "Demon Slayer" and in the construction industry.
From AUTODESK Maya official website (https://www.autodesk.com/products/maya/)
Maya, also developed by Autodesk, is a comprehensive 3D CG software that allows users to complete all stages of 3D production, from modeling and rigging to rendering. Its advanced functionality makes it the software of choice for leading animation companies around the world, and it holds the largest market share among 3D CG production software.
From Blender official website (https://www.blender.org/)
Blender is a free and open-source 3D CG software suite that covers a wide range of tasks, from modeling to animation and still image production. Known for its rich feature set, which rivals that of professional-grade 3D CG software like 3ds Max and Maya, Blender has been rapidly gaining popularity.
From CLO3D official website (https://www.clo3d.com/)
CLO3D is a 3D design software developed by a Korean company specifically for apparel products. It allows designers to visualize ideas before physical production, reducing both time and costs in bringing products to market. CLO3D is compatible with apparel CAD data used in the industry, such as Toray's "Pattern Magic II."
When creating clothing, you start by making the parts from patterns (templates) and then assembling them into a three-dimensional form. Instead of working with actual fabric, this apparel-focused 3D design software allows you to assemble the garment virtually.
From Browzwear official website (https://browzwear.com/)
Browzwear is another 3D fashion design software tailored for the apparel industry. It allows for high-quality 3D images to be created based on detailed fabric data and CAD data, using avatars whose body shapes and postures can be customized. This enables product development to be carried out on-screen.
From APEXFiz® official website (https://www.shimaseiki.com/fiz)
APEXFiz® is another 3D design software for the apparel industry, developed by Japan's Shima Seiki. Like CLO3D and Browzwear, it allows for the creation of 3D product images, but it also features fabric simulation capabilities. The fabrics designed can be simulated on-screen using real yarn, making the results extremely realistic. The created data can be converted into production data for machinery, directly connecting the design to manufacturing.
When planning fashion and apparel products, what software do you use? From CLO3D, Browzwear and Optitex to the familiar Adobe suite, there are certainly many options out there. Today we introduce APEXFiz®, a design software that is extremely useful for everything from planning and production to e-commerce.
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After reading this far you’ve probably realized that digital fashion is poised to have a huge impact on the future of fashion. As more brands continue to embrace digital fashion, we’ll see an increasing variety of fashion being expressed virtually. At the same time, the blending of digital and physical worlds means that the clothes you acquire in the Metaverse could also be available in the real world. Moreover, digital technology could enable the creation of clothing tailored to your body shape and other preferences, leading to more personalized and customized fashion experiences.
As we look to the future of the apparel industry, it's clear that digital fashion is a key trend that can’t be ignored.