The COVID-19 pandemic was a time for people to reinvent and adapt their businesses, and although it was a hard period of time, it opened doors for the fashion world. What started as a tool for the gaming world is now gaining space within the fashion environment. It all evolved from game skins and accessories to the release of collections’ showcases. Big fashion brands, such as Gucci, Supreme, Balenciaga and Renner already adopted this new technology and released pieces of clothing to the digital world. These collections then came into the physical world and were put on sale.
But what is digital fashion and what does it add to the “original” fashion world? Besides opening job opportunities as digital designers, token investors, system developers, programmers, cybersecurity attorneys, animators, musicians, linguists, and much more, digital fashion also inserts companies into the technological market. Exclusive pieces can be sold as NFTs, attracting fashion enthusiasts, collectors and investors. Brands are also working on the creation of a “digital supermodel” to be the face of their companies. For example, “Lu” is the key to Magazine Luiza’s advertisement. With this feature, brands are able to create a character with their desired characteristics to capture public attention and communicate with niches, becoming an example of behavior, learning and consumption.
Diving even further into this digital world, in 2020, the brand Balenciaga created the game “Afterworld: The Age of Tomorrow.” This game takes players to a futuristic world in which the characters use the launched Balenciaga collection. This innovation took the brand to another level, in which it operates in multiplatforms, alternating between the digital and physical worlds.
Digital fashion is an innovative sector of fashion that has many benefits, such as reduction of costs, sustainability, and inclusion. Loads of fabrics and money are wasted each year in the production of collections, and, even though the digital designs are going to be physically produced, approving the digital prototypes already reduces waste. This process is also almost 100% sustainable and has been opening new career opportunities around the world. Keep yourself updated to what forecasts our most near future!
