The Rise of Digital Fashion | Virtual Clothes

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The digital fashion industry is relatively new. It began with gamers purchasing skins for their avatars and is now experiencing an explosion of popularity as people invest more in their virtual personas. Digital garment production is becoming more eco-friendly, emitting 97 percent less CO2 and using less water than traditional apparel. Furthermore, consumers can try on virtual clothes before making a purchase, cutting down on overconsumption that causes landfill waste.

DressX Digital Fashion

DRESSX is an international multi-brand retail platform that sells digital fashion collections from contemporary brands and designers. Customers can upload a photo of themselves, then place an authentic digital garment over the top that appears as though it were made out of real fabric.

  • While the concept isn’t new, an increasing number of global brands are opening digital fashion stores to provide an alternative to traditional eCommerce shopping experiences. Examples include The Fabricant, which releases a monthly digital outfit that can be downloaded and worn; others collaborate with established eCommerce companies such as Carlings to offer similar experiences.
  • DressX provides a solution to replace physical clothing with digital equivalents for influencers and celebrities to use in their social media content. These pieces can be purchased from more than 100 designers, such as Bershka, Printemps, American Eagle, Iris van Herpen, and Dundas.
  • After purchasing a digital look, the customer uploads a high-resolution photo of themselves to the website and DRESSX engineers overlay the digital outfit on top. They then email the finished image back to the client so they can share it on social media or other forums.
  • Shapovalova says their clients are mostly women and Millennials, though they also have some men on board. Their mission is to create a sustainable yet fun alternative to mass clothing consumption.
  • She noted the major advantages of digital fashion, such as producing less or even no fabric and thus saving the environment. Furthermore, designers can easily gain exposure to a wider audience through social media influencers’ content creation, according to She.
  • Modenova and Shapovalova believe there is an increasing demand for digital clothing. After researching the topic extensively, the startup has observed an uptick in people wanting to use their digital fashions for social media content.

Zalando Digital Fashion

Established in 2008, Zalando is one of Europe’s largest fashion marketplaces. The store carries an extensive range of shoes and clothes for men, women, and children; plus they provide free returns and exchanges so customers can be certain they purchase the correct size.

  1. Zalando began as a shoe store but has since broadened its selection to include clothing and accessories. Through their partner program, retailers can list their inventory on the Zalando platform, sell through an official website, and ship directly from their locations.
  2. Brands benefit from this free-of-charge platform to promote and sell their products, with access to 38 million active consumers. Furthermore, the retailer takes a commission from each sale.
  3. Zalando uses its own technology platform to manage inventory, logistics, mobile shopping, and customer service for retailers. This approach offers brands an effective way to reach new customers.
  4. Zalando is investing heavily in machine learning to stay competitive and offer a superior user experience. They use SageMaker and Amazon EMR to rapidly construct, train, and deploy AI models. This will enable them to develop several personalized shopping features such as product recommendations or the prediction of future outfit preferences.
  5. They employ machine learning to automate inventory control and shipping processes, enabling them to offer faster turnarounds and cut down on shipping expenses.
  6. Zalando has adopted a collaborative model for its innovation and design process. They’re running The Studio, an IDEO and Zalando innovation lab where designers, developers, and marketers come together to craft digital experiences and tools.
  7. The aim of the project is to get teams into the habit of focusing on shared objectives, making decisions quickly, and building with agility. To do this, studio projects enable cross-disciplinary groups to experiment and prototype, then report their findings back to their teams for new ways of collaboration.
  8. As the market moves away from physical stores, more businesses are turning to digital platforms to revolutionize how we shop. Whether through e-commerce or social media platforms, these innovations are revolutionizing both the fashion industry and how we think about style.

Tribute Digital Fashion

Tribute is a digital fashion platform that allows customers to purchase pieces from its virtual collection. This concept, known as ‘cyber fashion’, allows Tribute to eliminate waste and size limitations.

  • The company began with two designers with a shared interest in sustainable design. They wanted to create an eco-friendly brand that used pixels instead of textiles, eliminating waste and minimizing its environmental impact during production.
  • They have collaborated with notable names in the fashion industry, such as Carolina Herrera and Jean Paul Gaultier. Furthermore, they raised a substantial amount of investment over the summer.
  • Tribute stands out in the fashion industry by offering personalized service to its customers. Simply upload images of yourself and they will use advanced technology to dress you in any piece of apparel of your choice, creating an entirely new look!
  • Shopping with Tribute offers a unique way to find clothing, and it can be an ideal alternative to visiting physical stores if you don’t mind doing some walking around. Whether you’re in need of a new dress, jacket, or shoes – simply send in your photos and they will transform them into an entirely new ensemble just for you.
  • The process is incredibly straightforward. All that needs to be done is select a piece of clothing from your online collection and the magic begins!
  • Once you’ve selected your item, open the Tribute App and select ‘wear’. You will then be presented with an overview of how to wear your chosen piece as well as all relevant details.
  • Before beginning to compose a tribute, take time to consider who you are honoring and what they mean to you. This could encompass aspects such as their positive outlook, sense of humor, or devotion to a cause.
  • Once you have a good foundation for the tribute, it’s time to write and record it. This could include poetry, speeches or videos. Make sure all facts and information are collected beforehand so you don’t waste any time later trying to locate them.


Though digital fashion may seem like a futuristic concept, it’s becoming a more realistic option with increasing global awareness about its environmental effects. With more people becoming conscious of sustainable fashion choices, this industry will only become more mainstream over time.

One start-up has utilized 3D software to create virtual versions of 25 high-end designer outfits at a fraction of their real-world prices. Customers can purchase these pieces and dress their photos in them to see what they would look like without ever leaving home.

Another startup has joined forces with CYBR magazine to release two virtual clothing pieces inspired by OFF-WORLD, the sci-fi extravaganza that serves as both residence and tourist hotspot on an Earth-orbiting space station. The 001 jumpsuits ($28) and 002 trench coat ($30) are made from liquid metal with light-emitting edging accented by brushed metal hardware.

Cyber fashion has already attracted a new generation of admirers, sparking conversations around climate change and its potential to accelerate sustainability within the sector. According to L’Atelier BNP Paribas’ estimates, spending on in-game digital fashion will reach $129bn this year.

The digital market has grown into a lucrative space, with luxury brands such as Burberry creating digital collections to enhance players’ avatars in video games. Recently, LVMH joined Riot Games to design an exclusive capsule collection for League of Legends players in 2019.

Ending Word

Digital Fashion garment production is becoming more eco-friendly, emitting 97 percent less CO2 and using less water than traditional apparel. Furthermore, consumers can try on virtual clothes before making a purchase, cutting down on overconsumption that causes landfill waste. The team consists of four 2D and 3D artists as well as technical designers based in LA, according to its founders. With 15 years of combined experience running fashion showrooms and events around Europe, these individuals boast impressive resumes.