The digital fashion industry has experienced significant growth in recent years, revolutionizing the way we engage with and consume fashion. In an exclusive interview with Natalia Modenova and Daria Shapovalova, co-founders of DressX, and Olga Chernysheva, the Director of Sustainability at DressX, we delve into the concept of digital fashion and its potential impact on the industry.
Digital fashion, also known as metafashion or digital couture, involves the transformation of traditional fashion into its metaverse equivalent. It seamlessly integrates with our evolving lifestyles and the ways in which we navigate the digital world. While digital assets have long been present in the gaming industry, we are now witnessing a shift where individuals are embodying their own avatars on social media platforms, messaging services, and streaming platforms. Digital fashion strives to clothe our virtual selves, bridging the gap between the physical and virtual realms. Advancements in technology, coupled with the growing influence of gaming and tech-savvy communities, have contributed to the rising popularity of digital fashion. It presents a new realm of creative expression and plays a significant role in the economy of the Metaverse.
DressX, a prominent platform for virtual fashion, stands at the forefront of the digital fashion movement. Founded by Natalia Modenova and Daria Shapovalova, DressX aims to provide individuals with an infinite digital wardrobe, allowing them to express themselves without creative boundaries in their digital presence. The platform also supports 3D fashion designers and creators by providing them with a secure space to showcase their talents. The potential for creative expression in the digital fashion sector is limitless, making it increasingly appealing to traditional fashion brands, design studios, and retailers. It also offers a fresh perspective on garments that may not be suitable for everyday wear but find their place in the digital realm. For instance, high-fashion couture pieces that may be considered excessively extravagant or expensive in real life can be fully appreciated and worn in the digital space.
DressX sets itself apart from other digital fashion platforms by placing a strong emphasis on secure and transparent distribution of digital fashion assets. Since its launch in the summer of 2020, DressX has collaborated with renowned brands and platforms such as Balmain, Balenciaga, Prada, and Meta’s Avatar Store. The platform has garnered recognition and popularity within the digital fashion community, demonstrating a firm commitment to nurturing the growth of the industry.
One of the most significant advantages of digital fashion is its sustainability. Unlike traditional fashion, digital fashion eradicates the need for raw materials, production, and shipping, leading to a substantial reduction in waste and carbon emissions. Olga Chernysheva, the Director of Sustainability at DressX, emphasizes that digital fashion production leaves a carbon footprint that is 97% lower than that of physical fashion production. Additionally, the production of digital garments is more cost-effective, enabling designers to save an average of 70% of their budget. In the realm of influencer marketing, digital fashion campaigns offer considerable cost savings. By eliminating the production of garments that may only be worn once or twice, digital fashion promotes a more sustainable approach to fashion consumption. Moreover, the production of digital fashion is faster than physical fashion production, catering to the demand for agility and responsiveness within the industry.
In summary, digital fashion signals a significant shift in the fashion industry, giving rise to new possibilities for creativity, sustainability, and accessibility. DressX leads the way in this emerging field, providing a platform for individuals to express themselves digitally while supporting designers on their digital fashion journey. Through its unwavering commitment to sustainability and innovation, DressX is transforming the way in which we perceive, consume, and appreciate fashion.
For the full interview, complete Hors-Série, and the replay of the “Luxe, NFT & Metaverse” webinar, please visit [link 1] and [link 2].
