Welcome back to Geeky everyone. It is been a minute since my latest post but I’m officially back. FYI, from now on my articles will be shorter but I am going to write them more often. The topic of today is quite crazy, especially if you have a bit of fashion knowledge. Do you want to know why? Let’s keep on going 👇
Fashion clothes for pictures
A few months ago, after reading the news that Gucci launched its first digital sneakers to be worn on social media and VR and sold a virtual bag for for over $4,000 in a game, I started diving deeper into the FashionTech world to figure out what are the new opportunities arising in the industry and how technology can potentially disrupt it.
I found out crazy things. While innovation in terms of supply chain, fabrics and material used for clothes is fundamental, the circular economy is definitely a hot topic for fashion companies, which must keep up with the market. For who does not know, “a circular economy aims to redefine growth, focusing on positive society-wide benefits. It entails gradually decoupling economic activity from the consumption of finite resources, and designing waste out of the system. Underpinned by a transition to renewable energy sources, the circular model builds economic, natural, and social capital. It is based on three principles:
There is a lot going on right now related to the circular economy and my aim today is quickly sharing a couple of discoveries with you. Do you know about clothes that do not actually exist? Wait, take a breath, I will explain better. Some companies are using 3D-based images to create collections available online only. No, I don’t mean you can buy pieces online. I mean items which can’t be worn in real life.
Yes, exactly, this 🤯 was my first reaction as well. Let me give you a couple of example though.
The folks from Auroboros are the pioneers. They are the first fashion house to merge science and technology with physical haute couture, as well as digital-only ready-to-wear. What do they say about themselves? “Creating a romantic premise for the near-future, our work stands for innovation, sustainability and immersive design. We seek to evolve the luxury industry into deeper dimensions - redefining how we imagine, design and affect clothing consumption. With this, we are shaping new discussions around the idea of a utopian future and its relationship to the human body”.
The Fabricant is another digital fashion house creating digital fashion that can be used and traded in virtual realities. “As a company of creative technologists we envision a future where fashion transcends the physical body, and our digital identities permeate daily life to become the new reality. The Fabricant will be a leader in the movement that uploads the human to the next level of existence. We are building a business that prepares for that eventuality”
What about prices? You would think something like “It’s digital Antonio, they must be quite cheap”. Not at all. The dress shown below in the picture (courtesy of The Fabricant) has been sold for $9,500.
On Auroboros’ website, items retail from $200 up to $800. How does it work? Pretty easy. Pick your favorite piece, purchase and upload an image. They will deliver HQ SCI-FI Fantasy digital wear applied on to you.
Zoom out: Fashion is being disrupted, but it’s just the beginning
Imagine yourself pulling off your digital clothes on Zoom during calls or share pictures with different items in each social media post. From a sustainability standpoint, we are going towards the right direction. However, the most conservative (including myself) would tell you that fashion is all about feeling, touching and appreciating the fabrics. Showing them off in real life. It’s going to be interesting to see how the market will evolve and the opportunities that lay ahead.
Alright, thanks for sticking through guys, hope you enjoyed it. If you did, share this post on LinkedIn, Twitter or Facebook. You can also leave a comment and sign up to the newsletter. If you did not like it, let me know and gimme some tipssss! See ya 👋👋👋👋