Digital fashion is making waves online and in the real world. Using augmented and virtual reality technologies, customers can “wear” digital clothing and accessories as they would their traditional, tangible counterparts.

However, unlike their more traditional counterparts, these digital sets break the rules and boundaries of the real world, allowing people more ways to express themselves and break boundaries. A Business of Fashion report highlights the constant shift from traditional digital platforms to the newest, with 50% of US consumers showing an interest in purchasing digital assets, whether they be NFTs, in-game items, digital avatars, or digital fashion.

The rise of digital fashion

The pandemic has fueled the transition to digital. While consumers are already trying out digital skins, other in-game accessories, and social media filters, consumer expectations and behaviors are constantly changing. Digital fashion offers a way for consumers to use digital handheld devices for their avatars or overlay these digital handheld devices over their real-life photos.

Digital Fashion aims to address issues commonly associated with the fashion industry today, such as sustainability, production and supply chains, inclusivity, accessibility, production costs, and real-world physical constraints.

It greatly reduces the waste generated during the design and production process. In addition, digital fashion is more inclusive and many pieces are classified as genderless and sizeless.

Digital fashion platforms for AR and VR

The pandemic has fueled relatively novel ways for consumers to experience and learn more about retail products. Augmented reality apps, for example, have allowed shoppers to virtually try on clothing, makeup and accessories using their smartphones.

In fashion, AR and VR technologies have made fashion shows possible even during the height of the pandemic. Independent brands and startups aren’t the only ones embracing AR and VR in fashion. Established designer brands like Louis Vuitton have delved into AR technology, launching AR products or trying to establish their presence in the metaverse.

Burberry also launched its own AR app, which allowed users to customize select Burberry items using design elements from their Flowering collection.

As the world moves increasingly digital, new concepts and developments such as NFTs and the metaverse are quickly becoming part of everyday conversations. Web3 fashion brands and platforms are emerging, harnessing modern technology to create never-before-seen custom apparel.

With these platforms, customers can buy a digital piece and “wear” it virtually. This usually involves the customer sending their photo to the fashion brand, so that the latter can digitally modify the garment to perfectly fit the wearer’s size and shape.

One of the pioneers of digital fashion is DressX, a “multi-brand retailer” that focuses on selling digital fashion pieces, becoming a more sustainable counterpart to physical fashion.

Another platform, The Fabricant, allows users to create or customize their own trendy NFTs that they can use in the metaverse. Founded in 2018, The Fabricant is the world’s first digital-only fashion house and has since collaborated with World of Women and RTFKT to create digital garments.

Bringing digital fashion to the forefront

Tribute Brand, a Croatia-based women-founded digital fashion house, has raised $4.5 million during its seed funding round, backed by an impressive list of venture capital, DAO and angel investors across the industries. Web3, crypto and NFTs. The seed funding round was led by Collab+Currency, a leading early-stage consumer venture capital fund, along with other investors including Alice Lloyd George, Flamingo DAO, Neon DAO and Kanosei Ventures.

With this funding, Tribute Brand aims to create proprietary tools and an interoperable platform, allowing it to utilize its digital assets and deliver more personalized experiences for users. The platform and tools are scheduled to launch later this year, along with a new collection.

The cyber and contactless fashion brand already has several collaborations with fashion heavyweights under its belt. She has worked with Jean Paul Gaultier, collaborating on sheer jumpsuits worn by drag icon Symone and South Korean musician CL, and Carolina Herrera for a digital version of a dress from her Spring 2022 collection.

Ultimately, Tribute Brand wants to do away with “digital” in digital fashion, and instead for digital fashion to be recognized for what it is, which is fashion in the context of a new digital dimension.

Rethinking “Digital” in Digital Fashion

Digital fashion makes it possible for people to experiment with clothes and accessories, without having to worry about the limits that exist in the real physical world. It allows them to virtually try on out-of-this-world designs and materials that would not otherwise be possible in the real world, such as floating dresses or clothes with animated patterns.

Fashion digital platforms are reinventing the way we approach fashion. More than being an avenue for creativity and self-expression, these platforms can encourage consumers to make more sustainable choices that also make fashion more accessible and inclusive.