In a saturated eCommerce market, the majority of consumers are very familiar with the easily accessible ‘Add to Cart’ option. However, with the advent of digital fashion, online shopping and ready-to-wear clothing acquires an entirely new meaning. Digital fashion retailer , founded by entrepreneurs Daria Shapovalova and Natalia Modenova, capitalizes upon a shift in consumer habits towards the “ This consumption model involves the purchase of clothing for the sole purpose of creating social media content, that is then either returned or discarded. With digital fashion, the same process occurs more efficiently and with less waste involved. Upon arrival at shoppers simply browse the selections of various participating brands, upload a photo of themselves and within 1-2 business days receive an email featuring themselves wearing their garment or accessory of choice.
As an emerging market, you might be wondering what exactly is digital fashion? Amber Jae Slooten, co-founder of digital fashion house , defines digital fashion as ÌýDigital fashion pushes the boundaries of what materials can be represented and featured in a design. Buffalo London, a brand known most famously for their platform sneakers, created a shoe that uses Brands and designers are now increasingly designing digital fashion in response to consumer demand for avenues of self-expression in a virtual space. A joint venture with virtual sneaker brand Ìýand crypto-artist FEWOCiOUS, resulted in over
Digital fashion presents unique intellectual property considerations. As a highly collaborative industry, what might be the risks to artists and designers? Trademark Attorney Alison Cole poses that “ When a physical garment is converted into its digital twin, ownership may vary depending upon the particular software used. In some cases, ownership may vest in the 3D license holder. Subject to the particular scenario, questions of ownership could get quite complex. For example, an artist may create a design that is then converted into a 3D iteration by an agency with a third party combining these elements for an editorial. Artists should be aware of the effects of these arrangements and consider crafting specific contracts that ensure their work is protected in an agreed upon manner.
ÌýSteps Towards a More Sustainable and Inclusive Industry
Digital Fashion has the positive effect of prioritizing sustainability and inclusivity within the fashion industry.Ìý As per The Fabricant’s mantra “ As digital clothing requires no physical outputs and is made from pixels rather than textiles, the Further, with the use of digital production, artists can seamlessly switch between different shapes and heights of bodies.
Whether you’re interested in trying on virtual sneakers or creating your own designs, digital fashion is now a highly commercially viable asset. The future of digital fashion presents endless possibilities and as Dress-X encourages
Written by Samantha Melhado, JD Candidate 2022, enrolled in Professor D'Agostino's Directed Reading: IP Innovation Clinic course at Osgoode Hall Law School. As part of the course requirements, students were asked to write a blog on a topic of their choice.Ìý