Often criticized for its environmental impact, fashion is renewing itself and opening up to a new, more digital era. In this context of accelerating digitization, innovations are emerging in line with new consumer practices. Among the latest to date is the appearance of entirely virtual clothing designed solely for social networks. Zoom on these new generation dressings, at the intersection of fashion and technology.
An exclusively virtual wardrobe that you can’t touch, but that gives you a hell of a look on social networks? This is the new offer that is developing at full speed and that now allows you to buy 100% digital clothes in one click! Tribute Brand masters this art of staging yourself on social networks perfectly. When browsing through the clothes on their Instagram account, they seem very real, and yet they are only collages … that you can simply buy on their site. Between metallic pink mermaid pants and a vinyl trench coat with neon green reflections, which piece will you fall for? Offering virtual and futuristic clothes that are supposed to fit everyone, Tribute Brand claims to be a no-gender brand that extends beyond the traditional boundaries of fashion. Its digital clothes are only available in limited quantities and some are even out of stock. Victim of its success, the brand will not propose any restocking of its pieces.
This digitalization of the wardrobe has also been developed by other brands, such as HAPPY99, Cat Taylor or The Fabricant. These fully digital collections are intended to be a playful arena, a playground to be explored to express an identity, but above all an individuality. Through technology, fashion opens up new creative and stylistic avenues beyond the limits of the physical world.
But this evolution goes even further. Indeed, more than a simple aesthetic variation, the virtual wardrobe is a real environmental revolution. In a context of structural decline in spending on clothing and ecological questioning about the impact of the fashion industry, digital experiences open up the possibility of reducing the harmful effects of production on the environment and guarantee the durability of a garment. Indeed, 100% digital collections allow only the imagination to be exploited and limit waste to that of computer data alone. The Dutch brand The Fabricant defends this approach and sees technology as an opportunity for more sustainable fashion. The label “zero waste” but above all “zero pollution” is affixed to each of its garments, as there is no need to transport goods. The brand goes so far as to claim that “clothes don’t need to be physical to exist”! Will the virtual dressing room that defies the standards of the textile industry become a new tool for a more virtuous fashion? In any case, it offers a diversified future to the fashion industry, both in terms of creativity and design. It is also a more collaborative future between designers and their communities. These are all good reasons to move to 100% digital fashion !
