{"id":4742,"date":"2023-01-11T10:16:05","date_gmt":"2023-01-11T09:16:05","guid":{"rendered":"https:\/\/kingkong-mag.com\/mode-digitale\/"},"modified":"2023-02-08T12:14:23","modified_gmt":"2023-02-08T11:14:23","slug":"mode-digitale","status":"publish","type":"post","link":"https:\/\/kingkong-mag.com\/en\/mode-digitale\/","title":{"rendered":"Digital fashion: revolution or science fiction?"},"content":{"rendered":"

\r\nThe terms NFT, metaverse and Web3 have since recently been on the lips of all the inquisitive amongst us. Still baffling for many, they are taking root in our everyday lives by means of culture, the social networks and fashion. However, the economic opportunities brought about by the digital world and the longevity of this new model remain shrouded in uncertainty.\r\n<\/p>\n\n\n

Digital fashion is the visual representation of items of clothing constructed with the aid of computer technologies and 3D software. It consists of using digital fashion technology such as artificial intelligence to create products with social software and complex technologies. This industry is booming as a result of increasing ethical and environmental awareness among the populace. <\/p>\n\n\n\n

The digital transformation of the fashion industry occurred far later than it did in other industries. Doubtless because the values of traditions and heritage embraced by the labels, as well as the material and aesthetic values of items of clothing, for a long time gave rise to \u2018digital\u2019 being understood as something in opposition to \u2018physical\u2019. <\/p>\n\n\n\n

It was in 2018 that things began to change, when Carlings, a Scandinavian retailer, brought out its first digital clothing collection, consisting of 19 unisex and single-size items. The company\u2019s goal was to offer a single T-shirt which could display several designs thanks to a special filter accessible only to those who will have bought the T-shirt.
At the time, the product was hugely successful and stocks ran out within a few days. The items only cost between \u20ac10 and \u20ac30. All of the profits were donated to WaterAid<\/a>, an organisation which works towards the purification of water in countries with limited access to drinkable water.<\/p>\n\n\n\n

The pandemic and its hidden opportunities<\/strong><\/h3>\n\n\n\n

But it was the COVID-19 pandemic, which broke out two years later, which had an unprecedented impact on the fashion industry: being stuck at home completely eliminated the need to buy new clothes and to share fashionable outfits.<\/p>\n\n\n\n

This industry, known for its high levels of creativity, tends to be influenced by social and economic developments. In a context of climate crisis paired with a health crisis, digital fashion was seen as an ideal gateway to a new financial model largely unexplored up until then. And when Generation Z arrived with its increased purchasing power and a greater inclination to speak up, the labels fulfilled the crucial role in a digital experiment to attract these young people.<\/p>\n\n\n\n

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\u00a9 Cash Macanaya on Unsplash<\/figcaption><\/figure>\n\n\n\n

COVID-19 drove the labels to rethink how they could reopen in complete safety to present their new collections to customers. They thereby discovered in the immersive technologies a vast potential in the building of bridges between physical and digital spaces in order to reconnect them with customers.<\/p>\n\n\n\n

The pioneers in taking this new direction were the cosmetic brands. Primarily because it is easier to use immersive technologies to draw a face rather than a whole body. Next, because the pandemic triggered a greater sensitivity to hygiene. Trying without touching has thus become even more important when a lipstick rather than a dress is involved. The majority of cosmetic brands nowadays offer a virtual test, amongst them MAC, Urban Decay, L\u2019Or\u00e9al and many others.<\/p>\n\n\n\n

2022, the year of digital fashion and the rise of the metaverse<\/strong><\/h3>\n\n\n\n

Digital fashion takes many forms nowadays. Haute couture labels such as Balenciaga, Gucci, Louis Vuitton and Dior are using digital technologies to stage their collections in the style of video games. The results are subsequently broadcast on streaming platforms and other social networks.<\/p>\n\n\n\n

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