Technology trends have reshaped the fashion industry during the digital era. From the design process to marketing and advertising, digitalization improves the perception and consumption of fashion. Therefore, the emerging of digital fashion companies represents the future of the industry.
The approach of customers to social media networks meant instant access to the latest trends. Hence, some digital brands took meaningful steps to integrate technological techniques such as artificial intelligence, augmented reality, and 3D avatars to enhance customer shopping experiences.
For such reasons, luxury fashion brands have leaned into digital channels to generate revenue and establish a better online presence.
Top 5 Digital Fashion Brands Revolutionizing the Industry
Some iconic brands have led the evolution of virtual fashion through innovative campaigns to incentivize their products.
Digital clothing is the design of fashion pieces for humans and avatars alike for virtual platforms. Moreover, digital fashion companies embrace the development of virtual clothing through realistic and impactful advertising.
The Fabricant has been a pioneer of virtual fashion since 2018. The brand defines itself as a “fashion house that leads the industry towards a new digital clothing sector.” With the rise of this trend, The Fabricant has grown in popularity, especially with the recent launch of its first Haute Couture dress valued at $9,500.
“Iridescence” is a digital piece designed by virtual artist Johanna Jaskowska who also developed one of the most used futuristic filters on Instagram called “Beauty 3000.”
The Fabricant currently holds a strategic position. Its main goal is to achieve an immediate conversion from traditional fashion to a digital model.
The contemporary brand is changing the game. Lead designer Anifa Mvuemba debuted a look at the future of catwalks in a post-pandemic world. The use of 3D virtual models was the most relevant resource.
Hanifa is a pioneer of virtual fashion shows. Thus, Mvuemba, whose previous designs have been modeled by celebrities like rapper Cardi B, mentioned during an interview with Teen Vogue that going digital was a primary goal, even before the onset of the pandemic.
This event took place on Instagram through a live transmission. Pink Label Congos collection featured pants and dresses with vibrant colors and was described by viewers as the future of runway fashion
The luxury company took significant steps to transform its high fashion products into digital means. Beyond the brand’s presence on social media, Gucci invested in full functionality linked to digital assets, such as enhancing shopping experiences and creating virtual clothing.
The Italian brand has taken significant steps towards its growth in the virtual market. For example, another step has been the release of a pair of virtual sneakers available for purchase on Gucci’s mobile app. This includes a virtual changing room enabled by AR technology.
Gucci has previously explored other digital ventures too. Their earlier attempts similarly presented digital clothing for games like Pokémon Go, Sims 4, Drest, and Roblox.
Moschino revolutionized the process of digitalization in the fashion industry when it launched a collaboration with the virtual game “The Sims” to promote its collection.
Extending its collaboration with The Sims, the Italian brand released a collection of virtual clothing for Freezer Bunnies — a recurring joke in the game. In the game, players can dress the avatars in Moschino pieces.
As one of the first multi-brand retailers of digital fashion clothing, Dress X is constantly challenging the industry and promoting virtual fashion.
In the beginning, the team based in Los Angeles concluded that people enjoy creating fashion content for their social media presence and sharing it. Furthermore, Dress X recently launched an app for users to try and purchase 3D digital clothing.
One of their main goals is to support the sustainability movement in the fashion industry. This statement consists of wearing digital items instead of physical ones.
What’s Next For Digital Fashion Companies
The achievements of these digital fashion companies will have a significant impact on the future of the industry. Due to the crisis and pandemic restrictions, the appearance of virtual events has caused digital fashion to gain momentum.
However, fashion brands are primarily focused on Millennials and Gen Z. These generations openly approach social media and more readily accept constant digital advancements. These brands have shown great promise in improving the consumer experience and fully embracing digital fashion.