Text by Fiammetta Cesana and Diletta Accorroni

How far the fashion system should go at this point of history? Doesn’t feel odd, anachronistic and not so-sustainable now to follow all those pressing rhythms, typical of the fashion calendar we were accustomed to? Our planet is wasted and saturated, our closets swarm with clothes we don’t really need but still, fashion designers are constantly kept under pressure, forced to conceive more and more collections and capsules every year… If not now, then, when would be the right time to change a sick fashion industry?

The recent pandemic and anything related to it have been the starting point for drawing the attention towards these and many other topics (turned now into priorities) such as Health, Technology, Mobility and Freedom. Fashion, therefore, is giving its place to them, especially considering that the occasions for social events will be largely reduced, and so their relevance. 

While most of maisons are giving up on fashion shows and sales campaign, as we always knew, trying to set everything online, also considering to erase for good mid-season collections (Pre-fall and Resort), some brand-new fashion entities are making their way by showing themselves 100% suitable to this new reality/normality. 

The digital fashion house The Fabricant finds in this particular situation – where creative technologies are growing and the status quo has been put under observation – the perfect breeding ground for its cutting-edge project. The brand is doing digital clothing and has specialized in photo-real 3D fashion design and animation, translating physical fashion craftsmanship into digital fashion craftsmanship.

“We see ourselves as ‘fashionauts’ committed to exploring the potential of this new world through our digital couture and compelling 3D fashion narratives. We collaborate with global brands and retailers, bringing our expertise as leaders in the digital fashion sector, to help them deep dive into its unlimited possibilities.”

Actually, the company envisions a future where fashion could transcend the merely physical, with digital identities as new reality in which the human being will be guided into a further level of existence. Furthermore, its concept fits perfectly into the current scenario, where the only certainty is that many fashion shows will not happen and the upcoming runways will be online only, with no seated guests. For a company alike, where catwalks, photographers, studios and huge size ranges are not mandatory conditions, the proximity to sustainability is a big opportunity. In fact, thanks to the successful intersection between fashion and technology, The Fabricant wastes nothing but data and exploits nothing but imagination, being sustainable by its own nature. 

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But how does it actually work? How can I wear digital clothes? And why should I buy it?

Having a digi-dress is like having an ultra-realistic filter to apply on yourself through the screen of your smartphone or laptop. To wear it properly you only need to have a nude bodysuit-like underwear, and that’s it, you are ready to see yourself dressing digital. The digs-garments are so realistic that I am sure you will never notice the difference with “true” ones. 

Assuming that our virtual life, aesthetically made out of what we post and share, today is increasingly taking over our physical life (especially now with the restrictions in our physical, social realm due to pandemic containment), being able to have a digital outfit to show to our online community is not less relevant than owning a physical one. 

On the other hand, considering the industry in a larger scale, not only catwalks but also fashion shoots, that many these days are taken from videochat, the amount of time and resources that can be saved with digi-items are impressively huge. 

Well, maybe we are not ready yet to give up on the beauty of materiality. But this totally new approach to fashion can coexist with the traditional one paving the way for zero-waste collections like never before. A proof of its effectiveness? A digi-couture dress has been sold for $9,500.

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