In the first term, I wrote about how the metaverse changes the way fashion is consumed. Since then, I’ve been playing around with the idea of creating a business related to digital fashion for my graduation project. I realised, however, that there was a lot I didn’t understand about how the digital fashion is sold; like how transactions occur or how digital clothing is “worn”. 

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To understand how digital clothing is sold, it’s important to first understand the different types of digital fashion assets. Digital fashion can be roughly categorised into two types: digital wearables and fashion NFTs (Dhamija, 2022). Digital wearables refer to assets your avatar can wear in the metaverse or a gaming platform. A fashion NFT is simply a digital collectible, meaning it can’t be worn. Outside of that, having digital clothing overlayed on a still image of the “wearer” is also an option.

 

Digital fashion is sold mainly sold online, through marketplaces and independent designers who all have different ways of selling digital wearables. For example, digital fashion marketplace DressX allows the user to upload an image of themselves so their purchase can be superimposed over it. AR-fashion platform Zero10 app allows users to try on clothing through their own camera, take a picture with their purchase, and then store the item in a personal wardrobe for future use. Replicant, a digital multi-brand boutique, allows users to try on clothing in the metaverse through a collaboration with start-up IN3D, which allows users to create their own avatar via a full body scan conveniently done through the user's phone. From my understanding, there are two main branches as to how digital clothing gets “worn” outside the metaverse; through a filter or superimposition. 

 

 

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The “filter” route has been an extremely popular option for fashion brands, though most tend to stick with accessories. Scandinavian clothing brand Carlings, had an interesting take on digital clothing. Instead of creating a purely digital product, they had a phygital concept of one t-shirt with many designs. An investment in a singular Carlings tee (€39.90 ($44)) allowed access to multiple designs via an Instagram filter that users can point to a specified tracking spot on the shirt. 

 

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Before my research, I was very stressed out about how the project would be feasible for me as someone with no experience creating digital clothing. I had this idea of digital fashion as something experimental and crazier than my current skillset can handle. However, I’m actually surprised to see some wearable pieces in the market, although I understand that it doesn't necessarily equate to a demand for them. I’m still highly uncertain with my current ability working with 3D, but having done this research, I do have a clearer picture of how I may be able to make my project work.

 

 

References

1. Baron, K. (2020, April 15). YouTube. Retrieved July 14, 2022, from https://www.forbes.com/sites/katiebaron/2019/12/09/carlings-phygital-t-shirt-gives-virtual-fashion-the-accessible-vibe-brand-lands-been-waiting-for/?sh=78392ab413a8

2. Dhamija, S. (2022, June 13). The problem with fashion NFTs? You can't wear them everywhere (yet). South China Morning Post. Retrieved July 14, 2022, from https://www.scmp.com/magazines/style/tech-design/article/3181474/problem-fashion-nfts-you-cant-wear-them-everywhere-nike

3. Menon, M. (2021, August 17). Cyber couture: 8 digital fashion houses to shop for virtual clothing now. Vogue Singapore. Retrieved July 14, 2022, from https://vogue.sg/digital-fashion-houses