Digital Internet Marketing

What is digital fashion? Who is buying it?

What is digital fashion? Who is buying it?
Written by publisher team

Imagine it’s 2050 and you’re walking around Times Square in a puffer jacket made of pixels and the code that made The Matrix itself. You look great in green, to say the least.

I even paired this outerwear with some darker shades to raise the “wow” factor.

What if I told you that this green poncho already exists in the digital world and you can also wear it?

The entire planet is going through a digital transformation, and fashion will not be left behind as it is also leaping into the metaverse using pixels instead of texture. Brands, designers, and creators have created a new way of expressing fashion that addresses industry problems such as lack of transparency or sustainability.

But before we get there, let’s start from the beginning and learn how this new era of digital fashion came about.

What is digital fashion?

Digital clothing is all that traditional fashion stands for – hats, shirts, pants – it’s not tangible. Customers wear these clothes through digitally altered images or augmented reality.

This development has been underway for some time now. A new generation of designers is looking for ways to make clothing ethical, economical and creative by turning to technology, according to a study on 3D digital fashion.

Digital fashion began to dominate with players using “skins” to change what their avatars or characters would wear, and this industry alone makes $40 billion annually. Just play one Fortnite game and you will understand the culture of “skins”.

There are approximately 3.2 billion gamers worldwide, according to a recent study by DFC Intelligence. Many of these players have customized the look of their characters for as long as video games have been around, creating a sense of self-expression. Since “looks” don’t affect gameplay, brands have room to experiment.

“Half the world is already consuming digital items, but we don’t call it digital fashion yet.” Leslie Holden, co-founder of Digital Fashion Group, a Europe-led collaboration between Fashion Academics and Industry Innovators, said every time someone buys a skin for their characters, it’s a purchase. digital fashion.

Adidas, Armani, and Calvin Klien got all involved in digital fashion on Second Life, a virtual online game that numbered one million members at its peak in 2007. In 2012, Diesel sold clothes and furniture on The Sims.

Last year, Balenciaga showcased its fall-winter 2021 collection through Afterworld: The Age of Tomorrow, a digital amphitheater video game launched in 2031. Gucci has partnered with games like Tennis Clash, The Sims, Genies, Roblox and Pokémon Go And Animal Crossing to design clothes for digital photos has finally launched its own game called Gucci Grip.

In September, Balenciaga launched another collaboration to create clothing for the 400 million Fortnite players.

Then came metaverse. This will change what the future of digital fashion will look like.

What is metaverse? And why is digital fashion included?

In a sense, the metaverse is where the digital self and the physical self meet through virtual reality, and can have a huge impact on digital fashion. It’s a place in the digital world where people can do anything like go to concerts, travel the world, connect with friends, play games and more, and create the next stage of the internet.

The metaverse already exists and can be accessed through high speed internet and virtual reality headset. This virtual reality relies on people to create new assets, such as NFTs, experiences, and activities to lay the foundation for metaverses. You can use blockchain currencies to create, exchange, share and track digital assets.

But the typical Silicon Valley “tech brother” resists style, so why do these two worlds collide?

Here’s a clue – the market could reach $800 billion by 2024, according to Bloomberg Intelligence. Holden said it’s only natural that the fashion industry learns about predictions that have been made about the potential of this digital universe.

The idea of ​​making money does not end there. Digital clothing does not require raw materials, labour, manufacturing or shipping, which translates to much greater profits. Most clothing brands have archives they can use, which reduces design costs as well. Furthermore, they can collect royalties every time an item of clothing is resold through smart contracts that “assign ownership, manage and manage portability.”

Profits aside, digital fashion uses 97% less carbon dioxide and absolutely no water (saving 3,300 liters of water per item) than physical clothing production, according to a digital fashion house.

Holden said sportswear brands like Nike and Adidas have a clear reason to join the metaverse. These brands value innovation and technology when developing products because they are used to improve performance.

“In some terms, those brands are expected to look to the future of fashion, and today that future is the future,” he said.

But there is another reason – the audience of athletes, in this case, they are part of the consumer market for esports, a $150 billion industry. And these consumers are on the other side.

So who is digital fashion?

The most obvious question that comes to mind – if you really can’t wear these digital clothes, who are they?

Social media has changed how people see themselves and this affects fashion. Historically, Holden explained, fashion was marked by differences in social classes, while in the last century, it helped differentiate social tribes such as punks, hippies, hippies, etc. Keeping the same concept in mind, augmented reality filters can help create these online digital differences.

In simple words, if you spend a lot of time on the Internet, you probably care about what you or your avatar looks like. Millennials and Generation Z are the most active gamers. This demographic also values ​​its presence on social media apps like Instagram.

“(Fashion) expects to move away from the websites of online retailers. More than half of young people interested in new shopping experiences keep up with their interest in shopping on Instagram,” according to the Instagram Trends 2022 report.

Holden sees this already happening: “More people are learning how to create digital fashion and more people have access to the devices and platforms to create it,” Holden said, adding that mainstream society is bound to embrace it. “Maybe in five or ten years we will not call it ‘digital fashion’, but simply ‘fashion’ as it is,” he said.

Brands in the high-end luxury sector that pride themselves on exclusivity may shy away from this type of e-commerce, just as they have shy away from social media but mainstream ones “will need to step in because the metaverse is the internet of tomorrow,” Holden said.

Nostalgia will also play a big role: “When we were teenagers, we used to decorate our rooms and test our style, right? Inara Nazarova, founder of Armoar, a collaborative platform for those interested in 3D design, digital fashion, and virtual fabrics,” said Inara Nazarova, a collaborative platform for those interested in 3D design, digital fashion, and virtual fabrics, “I think this aspect of our personality will continue into the metaverse.”

What is the future of digital fashion?

Although brands like Nike, which has acquired a virtual display company, or Balenciaga, which has appointed a metaverse business unit, have welcomed this technological change with open arms, it will be difficult to convince brands to see digital fashion as more than a marketing ploy, he explained. Nazarova.

This will require companies to make digital counterparts for their physical clothing or launch entirely virtual clothing lines. Either way, she said, virtual economies will continue to emerge, benefiting from “more digital currencies, whether that be through in-game purchases, NFTs and documented arts.”

As for the design process itself, it will continue to evolve. At the moment, designers still rely heavily on creating and cutting patterns, but now, the physics of how texture moves and behaves in a virtual context is available through software.

Essentially, designers use visual virtual platforms created for industries like aerospace or architecture. But companies like Adobe will fill that gap in the market soon enough.

She said, “People are more effective at creating and clarifying the visions in their minds and directly interacting with audiences who are likely to buy into, or just become a fan of.”

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publisher team