There are always people or companies that push the boundaries and find new ways to do old things. The fashion industry, despite all of its innovative designs and innovations, has largely remained traditional. Although fashion powerhouses and their clothes and designs might change in different seasons, the basic concept of clothes remains virtually unchanged. The black dress is still the black dress. We still buy the suit and the shoes the same way as we have always: in retail shops. This trend has begun to change as the fashion industry has seen a greater level of innovation in the past 20 years than in the previous 100 years. The original concept of clothing is being challenged by everything from the internet’s online shopping revolution to new concepts like smart clothes, non-animal leather and alga-made shoes. Virtual fashion is one such concept.
Virtual fashion simply refers to the creation and sale of fashion items via virtual platforms or avatars. Because it stops the problems of mass production and the generation of waste, this innovation promises to revolutionize the fashion industry. Virtual fashion’s impact on the fashion industry is dependent on its adoption. However, as with all fashion innovations, it was not an accident that virtual fashion grew. Virtual fashion has been pioneered by a number of companies, individuals, and companies.
The most innovative fashion brand in virtual fashion is the Norwegian fashion house Carlings. Carlings launched a virtual collection, “Neo X”, in November, when virtual fashion was still a new concept. The collection contained 19 pieces, all priced between $9 and $30. It was unique and featured a bright yellow crocodile skin jacket, blue latex chaps, and a black visor with the slogan “Eat The Glitch”. The collection was a huge success on social media and sold out quickly. Daria Simonova, an influencer, modeled the clothes and expressed interest in purchasing more. Carlings has since released two more collections and is one of few fashion houses that have simultaneously released and sold out its virtual collections.
2. The Fabricant
The Fabricant was founded in by Kerry Murphy, Amber Jae Slooten and is a leading innovator in virtual fashion. In May the brand became a household name when it sold its Iridescent gown for $9500. The brand has been collaborating with industry giants like Tommy Hilfiger, Soorty and many others since then. Fabricant currently offers a monthly drop of fashion items that are completely free. These are meant to encourage people to experiment with virtual fashion. Fabricant launched Leela in May this year. This digital platform and playground allows users to play with different virtual dresses.
Moschino was one of the first fashion brands to join the virtual fashion party. It released a capsule collection that was inspired by Sims, an online game. The Moschino x The Sims Capsule Collection will be available in the virtual world of The Sims with an in-game launch today in The Sims 4, The Sims Mobile and The Sims Free Play. The prices ranged from a $85 phone case to an $1,295 backpack. Moschino also launched its first virtual clothes. These were the Freezer Bunnies, which are part of the capsule collection. Players can now dress their avatars in Moschino clothing and designs.
4. Tribute Brand
Tribute, a Croatian brand that exclusively produces virtual dresses, is the newest digital brand. This fashion company was founded by Gala Marija Vrbanic, Filip Vajda and is located in Zagreb (Croatia). It has perfected the art and science of creating ‘contactless cyber fashion wears’. The company’s designs are inspired from Grand Theft Auto and Tekken video games, and range in price from $29 to $699. Gala Marija Vrbanic, the brand’s head for digital fashion, previously worked with a traditional clothing company. They shared a love for sustainable design and decided to push the boundaries with Tribute. This is not only proving profitable but also because the digital brand is 100% recyclable as all clothes are made of pixels, rather than textiles. Tribute does not produce real stock. However, it only makes a limited number of virtual styles and they are gone.
Anifa Mumba founded Hanifa, a Congolese fashion label. With its Pink Label Collection, which featured 3D photorealistic models of clothes floating (or walking) down the runway, the brand made waves on the internet. Imagine clothes that were perfectly draped on runway models.
Although the Pink Label Collection was not entirely virtual, it brought attention to virtual fashion as a response. The virtual catwalk show was streamed live via IGTV on May 22nd, igniting a flood of excitement about the future.
Without a perfect fit, a dress is nothing. Although Dress-X isn’t a fashion brand, it has made a significant contribution to virtual fashion. Dress-X is the international first multi-brand retailer of digital fashion. It carries digital fashion collections by the most well-known brands and 3D designers. Dress-X makes 3D and virtual clothes. While there are other brands that make these types of clothes, they can be worn online by people who don’t have the right tools. DressX allows customers to upload photos and DressX will help them find the right clothes for them. It’s both challenging and rewarding to be a trailblazer in your chosen field of work. There are no set benchmarks that you can surpass, no path to follow and no standard of success. These pioneers of virtual fashion are daring to break with the established fashion norms and continue to make a difference in fashion. They have created a way for people who can wear things that would never be possible on Earth.