Unless the immersion of the context surrounding virtual clothing vastly improves, for example, the acquisition of digital clothing is in some way gamified in a multi-player context, or events of significance in the real world migrate to an accessible virtual reality environment (think sporting events, balls or even conferences) that place the richness and community of human interaction at its centre, it is difficult to see virtual clothing becoming truly mainstream. Unless the immersion of the context surrounding virtual clothing vastly improves it is difficult to see virtual clothing becoming truly mainstream The rise of the digital clothing industry aims to disrupt this– to fundamentally reconfigure our relationship with dressing ourselves and our buying habits, by proposing virtual clothing as a viable alternative.īut is virtual fashion anything more than a glorified extension of Instagram or Snapchat filters, one that can come with extortionate price tags? Or, having been banished to the realm of online dress-up games or avatar customisation in video games, is it time for digital clothing to enjoy mainstream attention?Ĭompanies like The Fabricant, Carlings, and Abasi Rosborough that have profited from the creation and trade of virtual clothing in the last few years, largely through the release of high-profile limited edition collections and collaborations with video game companies (such as Fortnite, which earns millions per month via the sale of skins), or luxury designers (see the Moschino x The Sims capsule collection ), deliver sleek elevator pitches regarding the mass appeal of boundary-transcending and waste-reducing potential of digital garments, but they’re not entirely convincing. The knowledge that we will wear something, and therefore our corresponding preferences for fit, style, colour, and texture, factor into whether we click ‘checkout’ or hand over cash. Its importance is difficult to overstate. For most of us, clothes shopping has always been inextricable from the notion of being able to wear our purchases.

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