The future of fashion isn’t as Jetsons-esque as one might imagine it to be. In fact, it’s already here, and it’s all virtual. It’s expanding into a space called the ‘metaverse,’ which is essentially the internet as a socially connected virtual world. Yes, that’s right. The future of fashion is online.
We aren’t only referring to the presence of fashion bloggers and brands on social media sites, although they certainly play a role in this fashion frontier. The expansion into the metaverse incorporates the sale of digital goods and NFTS, or non-fungible tokens. (Brush up on those here—we’re still a little mind-boggled, too). In just the past year, NFTs have exploded in popularity, and subsequently value. The unique thing about these tokens is that they cannot be replicated, hence the ‘non-fungible’ descriptor. Each is exclusive—and one of the most prized facets of fashion is the element of exclusivity.
The more scarce an item is, the more desired it will be. Take an Hermés Birkin, for example. These exclusive bags are no easy task to obtain, which is exactly what makes owning one such a statement. The same concept goes for fashion-related NFTs or digital goods. In fact, some luxury brands have already begun releasing their own digital designer products.
Earlier this year, Adidas and Prada teamed up to launch the Prada Re-Nylon Collection, which included the Adidas for Prada Re-source project. The brands had NYC artist Zach Lieberman compile images submitted by photographers worldwide into a greater NFT art piece made of around 3,000 smaller NFTs. The entire piece sold for about $97,000.
Similarly, shoe brand Buffalo London released a digital pair of sneakers at the beginning of 2021 in collaboration with digital fashion brand The Fabricant. They sold 100 pairs, none of which shoppers would ever receive IRL. Instead, these sneakers were worn in the same way as a Snapchat filter. A single image in the shoes could be purchased for 25 Euros, and a video for 50 Euros.
Other brands on the metaverse bandwagon include Gucci, Givenchy, Louis Vuitton, and a whole laundry list more. Some of these brands’ digital goods are meant to be worn within digital scapes, such as Balenciaga’s designer Fortnite skins, or the Marc Jacobs and Valentino fits donned by Animal Crossing players.
This digital shift operates around the core idea that our lives are increasingly taking place online. These days, there might not be as big of a difference between the internet and the ‘real world’ as we think, especially in the realm of fashion. Social media and fashion coexist, with online popularity constantly shifting and driving trends. Brick-and-mortar storefronts are losing the battle to online shopping. This ever-increasing presence of the internet in our lives invites fashion into its sphere through the concept of the metaverse, allowing customers to own digital assets in addition to their physical ones. It’s not as outside-the-box as it seems—the first-ever Metaverse Fashion Week happened entirely online this past spring.
While there are plenty of big-name luxury brands involved in the digital goods scene, the future of fashion isn’t necessarily unaffordable. Companies like DressX sell digital clothing items and NFTs at prices similar to ASOS or Zara. It works the same way as the sneakers from earlier—just upload an image and the company will edit the clothing item onto it. And in addition to being affordable, it’s also good for the environment.
On average, the creation of a digital clothing item saves around 3,300 liters of water. It also cuts carbon emissions, with digital clothing production emitting 97% less CO2 than traditional clothing production. DressX emphasizes the sustainability of its products on its website, stating “Don’t shop less, shop digital fashion.”
Through purchasing digital fashion, less clothing ends up in landfills. For those who find themselves never wearing items more than once—or not at all—digital fashion serves as an eco-friendly alternative. It also becomes more accessible for customers, as there is no limit to size when it comes to the digital application of clothing on one’s body.
When it comes to design, the metaverse makes the impossible possible. Virtual clothing can be designed using elements impossible to utilize within the physical sphere, such as water and fire (again—those flaming sneakers!) or really anything else. Now, having Cinderella’s glass slippers isn’t so far out of reach. For digital designers, there’s no limit—not even the sky.
