Digital Fashion Rises: You are Now a Fashion Designer

Digital Fashion: The online aspect of the metaverse is becoming a big problem. The new generation of fashion is making a quantum leap.

Written in collaboration with London C Edwards.

Forget what you traditionally believed to be fashion. There are now digital-only fashion houses, ready to satisfy the desires and desires of fashion of those who intend to live much of their life on Web3.

Enter “The manufacturer”. It’s a digital fashion house, revolutionizing fashion as we know it. Not only is their idea of ​​cutting-edge, futuristic fashion weird, but like Web3, they are breaking down traditional barriers. Now, anyone can participate in the fashion industry. Do you want to become a fashion designer? Just do it. You can create your own unique digital fashion clothing to wear, trade and collect in the Metaverse as an NFT.

This is not an industry controlled enterprise. It’s decentralized fashion.

Michaela Larosse is the content and strategy manager of the digital fashion house. He says it’s not unreasonable to question the idea of ​​digital fashion. “It’s a pretty challenging concept to understand. Fashion is an exploration of identity. It is about self-expression. It doesn’t have to be physical. You still feel emotions without physicality “.

Virtual worlds and virtual clothing have existed within video games for decades. Players speak, move freely, design, purchase, and even earn clothing to wear for their characters.

These games come with their own in-game economy and currency. There is a whole generation that is no stranger to owning digital clothing. They can also have weapons, jewelry, pets, and other accessories in their favorite virtual spaces. These “wearables” were all predecessors of the Metaverse. As for the Metaverse, who will clothe those inside? The short answer is, you will.

Digital fashion and avatar

The goal of digital fashion is to allow users to choose an aesthetic for their avatars. They can show it as wearable clothing or show it in augmented reality (AR). AR clothing is already under development. Users can layer AR garments on themselves using smartphone cameras. AR dressing rooms will also become reality.

Aside from AR clothing, digital clothing can already be superimposed on photographs perfectly. They are so realistic that it can be difficult to differentiate a digital garment from a physical one. Users wishing to purchase digital clothing can submit their photos and the designer will superimpose their masterpiece on the image.

The Fabricant’s collaboration with Puma

Digital culture and The Fabricant

The Fabricant exists solely as a digital-only fashion house. The company creates garments and fashion experiences that are purely non-physical. The company was founded in 2018 by Kerry Murphy, CEO, along with Creative Director Amber Jae Slooten.

Kerry comes from a film background and digital effects. He knew that fashion had to digitize as an industry. Every other creative industry, such as music, film and photography, all have established digital cultures. Kerry felt that fashion had to go there too. There was a couple of years spent in research and development before the company was formed.

Creative director Amber studied at the Amsterdam Fashion Institute. He loved the creative possibilities of fashion. But he didn’t want to participate in an industry that had so many toxic aspects, from sustainability to ethics to factory conditions.


Amber says, “I didn’t agree with the way things were done, so I said to my teachers, ‘There’s another way we can do this. Maybe I can graduate without clothes. Is it possible to make a digital collection? ‘ They looked at me like I was crazy. “

But she went on and on and became the first person in the world to graduate in fashion with a digital-only collection for her final assessment.

He says, “Why are fashion shows still so physical? There are maybe about 200 people at physical events watching the shows, models on the runway, and then the rest of the world watching the shows online. In June 2018 we created a show. It was exhibited in several venues across Europe, including Amsterdam and Paris in the same week. We didn’t need models and we didn’t need to ship a collection. We just had to send a file. But the emotional reaction was the same . People didn’t even realize it was fake, so they asked me, where can I buy it? And I said, ‘You can download everything for free from our website.’ “

Reform needed

Amber says the fashion industry needs to think differently about their ways. “We want to create a future where people can wear our clothes digitally. People can express themselves indefinitely. This change does not happen overnight and we also understand that it is still very difficult for brands to understand the idea of ​​not having physical products. So let’s help them a bit along the way. Using blockchain technology we are able to create a unique object in a digital space “.

Australian Fashion Week 2021: The Animator Overcoat came to life online in a borderless design collaboration between designer Toni Maticevski and The Fabricant. Maticevski designed the garment, which was made in 3D by The Fabricant fashion team. Visitors to Australian Fashion Week were able to take part in a Digi-Couture experience. They tried the “overcoat” in a digital locker room. Their photo was taken by a fashion photographer, sent to DressX, who adapted the Animator Overcoat to suit each user and sent them the image. The user can then share the image on their social channels.


The company has maintained a pioneering presence in the digital fashion industry. I am now a senior gamer, rapidly evolving since their inception, at a time when digital fashion did not exist. They have collaborated with real-world fashion brands, including Puma, Trs.Mnz, Buffalo London, Atari, Star Atlas, Iridescence, Soorty Denim, and others.

Larosse says it wasn’t easy. “Obviously, having been around since day one, no one took us seriously. Everyone just said, ‘This isn’t a thing. How could this be? How can fashion not exist? It can’t exist, because you have to wear Clothes.’ Yes, but you can do it digitally. “

Through collaborations with brands, people are getting used to the idea of ​​digital fashion. “It made the idea of ​​living digitally as part of your normal daily experience very familiar to people. And the idea of ​​being able to use digital fashion wherever there is an interaction with the screen “.

You, the digital stylist

Selling digital fashion clothing isn’t The Fabricant’s only focus. It is also about breaking down the traditional barriers of industry. Such obstacles have excluded ordinary people who aspire to participate in an almost entirely exclusive sector.

Fabricant Studio allows users to create fashion NFTs. Larosse says that now anyone can be a digital designer. “Users can create a brand, they can sell their stuff and they can create their own aesthetic and become a relevant part of a new fashion economy. This is the meaning of everything we are doing with The Fabricant studio. In the launch season, we had Fabricant garments, garments by Marques Almeida, garments by Dickies and then three garments from individual 3D garment makers. Metaverse natives and physical brands have entered space.

Creative process

Fabricant offers users the ability to select a rough garment pattern. They can then choose from a wide selection of digital fabrics, many of which are impossible in the physical world.

“Users come and select the garment, select the fabric, then they can combine them together to create their own unique digital fashion NFT which they can then wear, swap and collect in the metaverse. As a closing moment for the end of the season, we created a digital fashion show in Unreal Engine.

“And for us, it doesn’t make sense to digitally recreate the look of a physical fashion show. Avatars don’t need to walk up and down the catwalk. We can do whatever we like. Our show was a giant digital sea and each garment was contained in a bubble. You could go to the bubble, interact with the garment in real time, and delve into the details. It was really cool. For us, this is the exciting possibility of a digital fashion show. “

Anyone who has participated in the creation of a digital fashion piece that is sold on the secondary market as an NFT gets a royalty. From the person who dropped the garment, to the person who made the fabric and even to the person who coined it all. They get a fair share of royalties. It’s a new way of thinking about fashion.

“We have the technology to be able to change the idea of ​​what fashion is. It is a truly radical position to have, but we are doing it ”.

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