Purchasing a digital outfit might raise eyebrows for some. However, for others, it's simply the reality of the modern world. The discourse surrounding digital fashion and its implications is far from new. The seeds of this trend were sown back in the early 2010s, albeit subtly and in waves, hinting at the future that awaited the fashion industry. This fusion of technological advancements and the prevailing global situation paved the way for the emergence and popularization of the Web3 or at least its concept.

Digital Fashion and How It All Begins

It all started with video games. After all, this is where the idea of virtual clothing first appeared. It was the first time you could customize your digital avatar. But it wasn't until 2015 that digital fashion really took off. Designers began making new collections and copying the styles of real fashion brands online. Cat Taylor, also known as Cattytay, pioneered this trend. The 3D designer created her Digi-GXL project, bringing brands like Balenciaga, Gucci, and Off-White into the digital space for the first time. And, just like that, the movement slowly started.

Later, in 2016, Bitmoji allowed users to dress up their avatars in real fashion brand clothes. That same year, entrepreneurs Trevor McFedries and Sara DeCou from robotics startup Brud created the first digital influencer, Lil Miquela. Then, in 2018, Virtue Agency and Carlings, a Scandinavian brand, sold virtual clothes for the first time.

In 2020, Tesla's digital cybertruck shoes became a sensation on social media, sparking demand for the real product. Also in 2020, during the pandemic's peak, Ephesus organized the first-ever digital fashion show. It got attention from the media and introduced the concept of digital fashion to a broader audience. The craze for digital fashion skyrocketed during the COVID-19 pandemic as people sought virtual experiences to stay connected and entertained while staying safe at home. Digital fashion then got: more attention, brought up more curiosity and, for sure, grew its users.

Dematerialization: The First Consequence of Fashion’s Digitalization

As the digital world captured more attention and, naturally, more consumers, brands became increasingly intrigued. This heightened interest led to significant investments and a fresh perspective on the industry.

Brands and designers started creating pieces and products exclusively for the digital environment. In other words, for the first time, people purchased pieces of clothing and accessories that never physically existed. This movement was called dematerialization and refers to shifting physical objects and goods into a digital format, essentially stripping them of their tangible, material existence. In the context of digital fashion, dematerialization means transforming real-world garments and accessories into virtual items that exist solely in the digital realm. This approach not only reduces the environmental impact associated with traditional fashion production but also fosters a new era of limitless creativity, where the constraints of the physical world are transcended, giving rise to innovative, sustainable and more democratized possibilities.

Digital fashion, more than ever, broke down “geographical and physical barriers, allowing luxury brands to reach a global audience” easier, says Leslie Holden, co-founder of The Digital Fashion Group, a platform that fosters education for fashion professionals in the digital space. And, as he complements, “virtual fashion shows can be accessed by anyone with an internet connection, democratizing access to these exclusive events and NFTs offer luxury brands a unique opportunity to create limited-edition digital items which creates more brand loyalty.” In other words, expands its client-fan through nothing more than: community building strategies.

Communities and Opportunities

Digital fashion and accessories allow users the freedom to curate their online personas, expressing their unique personalities without the constraints of predefined designs or platforms. Yet, digital wearables signify more than mere self-expression. Through integrating digital collectibles and blockchain technology driving the Web3 movement, brands have discovered a powerful method to captivate audiences, irrespective of their longevity in the market.

This innovative approach has transformed the exclusivity of brand products into a magnet for fascination, whether a company boasts decades of history or has recently emerged onto the fashion scene. Fans have the opportunity to support their favorite brands, fostering a dynamic connection between consumers and creators.

In recent years, major brands like Adidas, Clinique, and Burberry have harnessed this technology to enhance their customer loyalty initiatives. By embracing methods that engage existing fans and attract Web3 enthusiasts unfamiliar with the brand, they've created a thriving ecosystem. Those who invest in NFTs from these fashion brands receive exclusive benefits, including limited-edition merchandise, early access to new product releases, direct updates and announcements, special privileges during sales, event invitations, and membership passes granting access to both Web2 and Web3 perks. These experiences offer exclusivity in terms of releases, product offerings, etc., the pinnacle of desired experiences for luxury brands.

With that, a sense of community was fostered, bringing together people in digital spaces to share their common interests in unprecedented ways. Looking ahead, these digital communities are poised to become invaluable assets for brand growth, opening up global revenue streams among like-minded fans. Despite embracing Web3 technologies by luxury brands, some consumers remain uncertain, fostering resistance. Furthermore, the digital environment offers users a distinctive and enriching experience, characterized by customization, innovation, and social interaction. A sense of community was fostered, bringing together people in digital spaces to share their common interests in unprecedented ways.

As Holden highlights, “digital fashion is positioning luxury brands to be innovators and at the forefront of embracing digital technology, which attracts a younger, tech-savvy audience and demonstrates a luxury brand's ability to adapt to evolving consumer preferences.” However, he also brings the challenges to attention. From making virtual outfits actually look fashionable and not costume-like to making sure virtual garments sit on an avatar in a realistic way. The whole process of digitization of fashion “needs to be integrated more into fashion education as a creative tool for designers, and the technology needs to develop further to ensure seamless integration and interaction with the physical,” so affirms the co-Founder of TDFG.

At the end of the day, it all comes down to a trio: education, collaboration and engagement. The possibilities have proven to be infinite. So, we’ll see soon what’s next when it comes to addressing the issues to explore all the digital opportunities or to take some other path.

Article by Júlia Vilaça, Contributor, PhotoBook Magazine
Tearsheets by Chenglin Qu, Graphic Design Intern, PhotoBook Magazine

Fashion Luxury's Digital Journey And What To Expect Next

Digital Fashion and How It All Begins

Dematerialization: The First Consequence of Fashion’s Digitalization

Communities and Opportunities