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If you thought the gaming industry is still dominated by pale, young men in dark rooms then consider this: 60 per cent of mobile gamers are now women. The pair have also run collaborations with luxury fashion gaming platform Drest – along with high-fashion brands including Louboutin, Cartier and Stella McCartney.
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And that part is really exciting because people tend to really explore their identities and creativity.” The digital garment-making process typically takes three to five days, and a full outfit starts at £475 (€550). “You choose the garment you like, then you purchase it and you send an image or video of yourself. How does buying digital clothing work in real life? “It’s three simple steps,” says Aulbekova. “With this business model of the physical and the digital – as in physical couture, digital retailer – we’re completely disrupting the way in which the industry functions, and doing so in a way that’s much more sustainable, both ecologically and in a way that’s really enhancing the creativity,” says Sello, who is responsible for creating the physical couture and digital ready-to-wear alongside Aulbekova.Īuroboros was founded by Paula Sello and Alissa Aulbekova Amid the pandemic, the designers expanded into ready-to-wear clothing with a 14-piece digital-only Biomimicry Collection, which was shown at London Fashion Week in June, with a physical model wearing the digital clothing, styled by celebrity stylist Sita Abellán. “Our ideas were so aligned in terms of creating a positive vision for the future,” says Aulbekova of the duo’s mission to use technology to create a “powerful, utopian and accessible” future.
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The brand says that one in 10 people admit to buying clothes “solely for social media” and that those outfits can now be digital-only, which “produce 97 per cent less emissions that physical items”.ĭigital fashion brand Auroboros’s strengths lie in its ability to marry nature with tech tools and software to create eye-catching designsįounded by Paula Sello and Alissa Aulbekova (designers in residence at Sarabande, the charitable trust established by Lee Alexander McQueen), Auroboros’s strengths lie in its ability to marry nature with tech tools and software to create eye-catching designs for modern life. The science-meets-fashion label creates hyperfuturistic, real-life couture garments and digital-only, ready-to-wear garments that crystalise and metamorphosise over time.
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While the result of this rift has been cataclysmic for many, those who had the means to move online, or adapt smart, forward-thinking technologies, have thrived.Īs the first digital fashion brand to show at a major global fashion week in London later this year, Auroboros is breaking into the mainstream. The pandemic disrupted the fashion industry to its core and forced brands to figure out new ways of connecting with customers – especially in digital-only environments. They are, however, some of the crucial and very real elements responsible for catapulting the fashion industry into the next century, today.
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Clothing that grows on the skin, digital fashion shows held exclusively on the metaverse, augmented reality shoes: You would be mistaken for thinking these are a fabricated folly or part of a sci-fi movie script.