Weaving Technology into the Future of Fashion and Identity

A Retrospect : The Birth and History of Digital Fashion

Before discussing the development of digital fashion, it’s crucial to first understand what digital fashion is. Digital fashion refers to garments and accessories that are created and used in purely digital environments.

Digital fashion is often showcased in virtual worlds – in other words, the metaverse – online platforms, and through augmented reality, allowing users to ‘wear’ these garments in a digital context. It’s a field that intersects fashion design, technology, and digital art, offering new forms of expression and creativity.

And as we increasingly engage in these digital spaces, digital fashion has become one of the most important forms of artistic expression, blurring the line between the virtual and the physical.

The birth and history of digital fashion is marked by significant milestones that showcase its evolution from a niche concept to a mainstream phenomenon:

Early 2000s: The journey of digital fashion began with the development of 3D design software, initially used for creating digital prototypes of physical garments.

2018: A major breakthrough occurred when Carlings, a Scandinavian retailer, introduced the world’s first digital-only clothing collection. This innovative step involved selling digital garments that were edited onto customers’ photos, making a strong statement in the digital fashion space.

2018-2019: Gucci, the renowned Italian luxury brand, started experimenting with augmented reality experiences and collaborated with Genies, a company specializing in avatars, allowing users to dress their digital selves in Gucci outfits.

2019: Carlings launched the “Last Statement T-Shirt,” a unique augmented reality graphic tee. This tee used Spark AR technology, enabling users to change its graphic design through a smartphone, aligning with the growing trend of sustainable fashion.

2019: The digital-only couture piece “Iridescence” by The Fabricant was sold for $9,500 at an auction. This sale was a pivotal moment, highlighting digital fashion as both a valuable art form and a collectible commodity. The same year, Moschino, in collaboration with The Sims, created a ready-to-wear collection that paid homage to the life simulation game, allowing players to dress their in-game characters in Moschino designs.

2020: Marc Jacobs partnered with Animal Crossing, showcasing collections in the game, a response to the inability to hold physical fashion shows during the pandemic. This collaboration highlighted the growing intersection of fashion and gaming. Not to mention the runways of other brands experimenting with the Metaverse, for instance Decentraland.

Recent Developments: Brands like Nike and Rebecca Minkoff have recognized the potential of digital fashion, with Nike acquiring RTFKT in 2021 and launching CryptoKicks to name a few of the most iconic developments that are reaching the mainstream.

These milestones not only reflect the technological advancements but also the cultural shift towards embracing digital identities and sustainable fashion practices.