What is the digital fashion?
And can it replace the real one?
The creation of virtual clothes, i.e. wardrobe items made on a computer and presented in 3D, has been around for a relatively long time - but became particularly popular when the coronavirus pandemic began. Dresses and suits, jackets and skirts, hats and trainers. As it turns out, all this can be done not only in factories and ateliers, but also in computer programmes such as Marvelous Designer, Clo3d or Substance Painter. And this is very convenient. Vogue magazine publishes an issue with a model wearing digital clothes on the cover. H&M is creating a virtual dressing room. Gucci is designing virtual trainers. And in 2021 3D artists from all over the world are hosting the first-ever DIGITAL FASHION WEEK - a fashion week in New York City, but in virtual reality. Digital clothing is attracting more and more interest from fashionistas, although it continues to be just code. Or is it not just? The production of virtual dress makes it possible to abandon the real fitting room, not chase couriers back and forth and make the decision "To buy or not to buy?" without getting off the couch. Many things that were originally only designed digitally end up being embodied in real life. And many things that were developed in digital remain in digital. And people need that, too. According to a survey conducted by Barclays Bank back in 2018, one in ten shoppers buy clothes solely for content creation. Well, with digital apparel development, you can wow your subscribers with a new dress of impressive design or surprise them with unique trainers that no one else has. And you don't even have to go to the real shop to get your own size and buy something that will gather dust in a back corner of your wardrobe after just one photo shoot. Virtual clothes are "worn" not only by real people, but also by digital characters. If you grew up fond of picking up new outfits for video game characters, you'll probably appreciate the virtual fashion industry. Fashion brands like Prada and Moncler are creating their virtual collections and presenting new clothes on bloggers like Lil Michela (i.e. bloggers who don't exist in reality). There are enough virtual models representing real clothes in general. Another example is Sasha, created by studio ITSALIVE, and wearing a stylish Edem dress. Digital clothes - can do much more than real clothes - new fabrics, unusual shapes and striking effects; - enhance your virtual image in games and social networks; - help you create unique new content; - can act as a long-term investment in the form of NFT; - are virtually environmentally friendly. Can creating digital things replace creating real things? Completely - definitely not. But virtual and real worlds are increasingly overlapping, which means virtual clothes will only become more popular. This is already supported by statistics: experts predict that by the end of 2022, the market for investment in digital design could grow to $3 billion.