’s foray into virtual fashion is a momentous one. The brand has joined forces with Dress-X, a virtual fashion specialist, to design an entirely digital collection. In order to be in with a chance of winning an online look, the brand has launched a competition on social media for entrees to conceive of a fun name for the virtual looks. The three winners of the competition will be able to have H&M’s digital clothes edited onto digital images of themselves.
While Dress-X is a leader in the field of virtual fashion, there are others clamouring for a piece of the digital pie too. Carlings and The Fabricant are also virtual fashion purveyors, with the latter having charged just shy of £10,000 for an iridescent maxi dress that, you guessed it, doesn’t physically exist.
The trend is clear though. In March 2021, Gucci debuted its first pair of virtual trainers in collaboration with AR company Wanna, which cost just £8, while interactive styling app Drest, which lets users buy digital versions of current luxury fashion collections from 200 high-end brands , has had thousands sign up since it launched in 2019.Sign up for our essential edit of what to buy, see, read and do, and also receive our 11-page Ultimate Guide To Making Your Home Feel Bigger.
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