Scandinavian popular retailer Carlings stunned everyone with its new capsule collection. As CEO of Carlings Mr. told the press Ronnie Mikalsen, the new collection will only exist virtually and thus, retail is probing the way to the fashion of the future.

The idea of creating fashionable clothes that you will never wear is amazing. Nevertheless, the huge interest of retailers in this absolutely fresh look at the fashion industry is very high. As reported by Mikalsen, the collection is exhibited in the retailer's online stores and anyone can buy the thing they like. In order to get it in "virtual life", the client must use the popular program Skin to scan his body and send scans and those photos where he would like to be in a new thing.

According to the creators of this capsule, and it was called Neo-Ex, an active life in social networks and virtual games forces users to post selfies more and more often. Most people dream of showing new things, traveling and so asserting themselves.Also, many people want to go into virtual chats and games in fashionable clothes, which a young man just can't buy because of the high prices of brands. As a result, more and more often many things from the wardrobe are not worn so often, but are bought for an occasion and then a photo shoot.

«We digitize the photo, adjust the purchased item according to the figure of the owner using our 3D program, then insert the figure in the new thing into the selected photo or even video. So we understand that in the future most of the production of clothing and footwear will go to virtual and we were the first in this area.»

Ronnie Mikalsen, CEO CEO of Carlings.

The cost of one item from the new collection balances from 10 euros to 30. According to the designers, the virtual collection Neo-Ex will reduce the pollution of the planet, make fashion more environmentally friendly. All profits from the sale will go to the WaterAid fund, which helps to supply drought-prone regions with drinking water.Interestingly, both the tale about the naked korl and the first virtual collection in retail were created on Northern Europe.

Photo: Carlings.