The rise of cyber fashion
Since the COVID-19 pandemic broke out, fashion was on pause for quite a long time. Many designers were struggling to release their collections. However, emerging designers are delving into “cyber fashion” to create “contactless” fashion. This new wave offers more creativity and sustainability and less demand for physical clothing and production.
Let’s take a closer look at cyber brands and cyber fashion: although the items are not tangible, they are still considered an experience.
Earlier this year, Gucci introduced Gucci Garden, which was created in collaboration with Roblox. In the virtual space, gamers can purchase Gucci’s signature Dionysus bag using the game’s currency for 475 Robux.
Gucci also partnered with The Sims 4 to create an online-only exclusive accessory collection and with Pokémon GO to allow Pokémon Trainers to wear the sought-after The North Face x Gucci Collection in the game.
The pioneer in digital fashion is Croatia-based Tribute Brand which was founded by Gala Marija Vrbanic and Filip Vajda. The founders have been working on the idea since 2017, and the pandemic makes the concept seem more fitting to be put out into the world. They were quick to realise that people are open to the idea.
The two designers created an immersive way for customers to purchase and “wear” their clothes. Their aim is “to improve the societal impact of the fashion market, making it more accessible and fairer, and aspire to change behaviours in an only fully sustainable way”.
As the fashion industry has shifted – with the rise of conversations about less overproduction and its impact on the environment, purchasing digital garments doesn’t seem far-fetched or outlandish anymore.
Tribute Brand sells limited-edition ready-to-wear clothing. Its concepts are eccentric and one of a kind. The clothes have holographic elements paired with unusual silhouettes, added with a blend of sci-fi and punk rock. The brand has a limit on the quantity of “stock” available for purchase and sells its clothes at prices ranging from $100 to over $600.
Tribute Brand makes dull everyday clothes, such as trench coats, long sleeve tops, pants and dresses, eclectic and completely immersive for buyers. “We add new things that are impossible in the real world, like new materials—things that just couldn’t function in the real world due to the laws of physics,” says Vrbanic in an interview with Vogue.
Creating cyber clothes is essentially the same process as creating a physical clothing item. The only difference is there is no need to manufacture. The designs are simply digitised using 3D software.
Cyber clothing purchase works almost the same way as online shopping. However, once the items are added to the cart, consumers need to upload a full-length image of themselves via Dropbox or Google Drive. After payment is made, the brand will use CGI 3D modeling, UX design and coding to digitally fit the item to the image the customer uploaded.
As virtual space continues to evolve and experiment offers freedom in creativity, there are hopes that fashion can exist virtually – just like gaming and NFT. As emerging fashion designers continue to use cyber design as their medium, they discovered a way to create beautiful garments that allow us to explore the complexity of our own identity in an innovative manner.
The world of cyber fashion, at least for now, could be seen as merely a trend – but it is born out of principles that many of us want to see: zero waste, fighting climate change and the end of labour injustice. In the online space, fashion becomes more accessible and fairer. At the end of the day, the point of fashion is to be seen - which is what cyber garments are all about.