Is the Future of Fashion Virtual?

Even though fashion is allegedly cutting-edge, many brands still blindly follow the 20-year trend cycle, endlessly recycling the same old designs, silhouettes and motifs, whilst pushing consumers to buy new iterations of the clothes they had 20 years ago. This tired conservatism and relentless consumerism is rapidly destroying the environment.

The consumption of physical clothing is increasing at an unsustainable rate.

“By 2030 global apparel consumption is projected to have risen by 63%.” (House of Commons 2019)

Many of these clothes will quickly end up as deadstock. A problem that globally represents 92 million tonnes of solid waste each year, contributing to the larger problem of fashion in landfill - the global rate of which is 6000kg/10minute.

The water consumption of our fast fashion problem has literally drained the oceans.

Toxic dyes bleed into waterways, polluting drinking sources for hundreds of thousands of people across the world - mainly in poorer countries.

Microplastics shed from polyester garments have been found at the bottom of the Mariana Trench.

Yet the majority of these garments aren’t needed. Consumers often buy fashion to fulfill emotional wants instead of an essential physical need. They buy to feel the thrill of a new acquisition. They buy so they can post on Instagram and receive the serotonin boost of a hundred virtual likes.

In fact, 1 in 10 shoppers admitted to buying clothes just for an Instagram post.

Isn’t it time for a change?

“Shouldn't there be something more progressive than design and style changes? Shouldn't there be innovation that alters the entire concept of clothing?”

(The Next Black 2014)

Could that innovation be virtual fashion?

DRESSX, the world’s largest virtual clothing platform, certainly thinks so.

But how does this virtual clothing work?

1. Browse through DRESSX’s veritable treasure chest of outlandish designs, or opt for something more subtle like streetwear.

2. Try out your favourites in augmented reality before purchasing them.

3. Upload an image of yourself. Sit back and let DRESSX’s team of digital tailors work their magic.

4. Post your virtually-clothed picture on Instagram ... and wait for the likes to roll in!