People are now spending thousands of dollars to purchase clothing items that only exist online. Hundreds of images and videos have emerged of contactless and cyber fashion items with people posing in uniquely eye-catching virtual reality outfits.
One brand taking advantage of this trend is Tribute Brand, a firm solely focused on digital CGI and 3D fashion for direct customer purchase. The company’s website lists a large selection of clothing items from dresses to tops, pants, jackets, and more completely unique and futuristic designs. Some virtual clothing items are priced at $699, but the price tag has not appeared to halt sales, with all the products listed on the website are sold out – despite the clothing being virtual only.
Computer-generated fashion promotes a concept of diversity, inclusivity and sustainability. During pandemic induced lockdowns, while people were stuck at home, digital clothing represented an outlet for fashion that was unavailable during social isolation. Now, social media users are able to pose with virtual clothing and post the images or videos online, blurring the lines between reality and virtual reality.
Tribute Brand was launched in 2020 by Gala Marija Vrbanic. Based in Croatia, the firm is one example of a possible digital future for the fashion industry. The company designs digital clothing, comparable to the concept of clothing for avatars in a video game, and has been featured in Vogue, London Fashion Week, Carolina Herrera, Gazette and more.
The concept of digital fashion does offer some advantages over real-world clothing, namely the sustainable, zero-waste nature of technology, coupled with unique opportunities for self-expression.
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