Digitalization has opened up new opportunities for young designers.

Now they can create without restrictions, without facing the problems of overconsumption, utility, convenience of models, logistics and merchandising.

The digital world provides them with limitless space for self-expression.
This is a real revolution in the fashion world!

Fashion is changing, and we are with it. Now buying a dress for one evening is a move and a real waste. In a world where everyone is concerned about environmental problems, more and more people are opting for vintage shops and second-hand shops, because it's no secret that fashion trends are cyclical, and giving a second life to a product turns into a real mission for a conscious inhabitant of our planet!

More and more modern designers create their collections using upcycling and proudly declare it. They are doing the right thing! After all, this is a trend and, in itself, an ingenious move on their part.

The concept of "upcycling" was first mentioned in 1994, and implies an environmentally friendly approach to wearing clothes, namely, the reuse of materials and things with the creation of new functionality for them. Now the processing has risen to the level where it is impossible to distinguish a new product from an old one. Clothes not only get a chance for a new life, but also begin to "shine" with new colors. Not only is this type of activity environmentally friendly, it also stimulates job creation and improves the living conditions of a large number of people.

A striking example of the brand is "MARINE SERRE". A French brand founded by Marine Serre in 2017. The designer owns experimental production methods, combining manual labor with technological developments, as well as with fabrics - from moire silk to quilted leather. Forming the distinctive style of your brand! The result is a mix of vintage combined with sportswear, as well as couture techniques — that's what makes this Frenchwoman one of the main representatives of the young fashion scene.

Serre is a big supporter of upcycling: a significant part of the collection is sewn from already used materials. The brand's business card is a lunar motif, the crescent moon is the symbol of the brand. This is one of the features that forms the DNA of the MARINE SERRE brand.

MARINE SERRE spring-summer 2022 collection

Modern fashion is no longer just beautiful clothes, it is an intellectual tool.
She, like a sensitive skin, responds to what is happening in the world, sensitively reacting to politics and social phenomena. Fashion does not seek to please everyone, betting on originality and individuality.

And what about digital fashion? 

This is a direct reflection of modernity, which covers such needs of society as: environmental problems, socialization and the ability to embody the most daring ideas.

One of these ideas was a virtual capsule collection of clothes by Lena Anikeeva, based on her personal brand LOKOTO, called "NEBULA".

Many years of experience as an art director has been embodied in matter: an approach to clothing, as to architecture - silhouette, strict lines and convenience are primary.

"I have always been attracted to the mystique of space, based on my brand of clothing LOKOTO I created futuristic models, fantasizing about the image of an ideal person from the future. And because my first business is a graphic design studio Pixies, digital and digitization of all material things is my professional hobby. I decided to go further in my flirtations with space and create something really bold, an art statement."

The NEBULA Virtual Collection

"Planetary nebulae are cosmic spectacles, like the blooming of a beautiful flower. Bright clouds of cooling plasma, shining in the light of a dying star, remind of the fleeting beauty and grandeur of the universe."

Like the planetary nebulae, the fashion industry is undergoing a transformation, moving into a new era — the NFT art zone.

It's not just fashion, it's art that lives and develops like the stars in the universe.

How are virtual collections created?

Creating virtual clothes starts the same way as usual: with a mudboard and sketches. Next, the 3D designer brings ideas to life using the programs Clo3D and Marvelous Designer.

It's a painstaking process, taking about 12 hours, but still much faster than creating the real thing. Sometimes choosing a fabric for a virtual model can take longer than modeling it. But the most important thing is that only one day can pass from the idea to the finished result! 

But who did it first?  

This happened four years ago, and Regina Turbina was the first in Russia, her brand Ophelica specializes in clothes made of natural fabrics — linen, cotton, silk, velvet. She became interested in virtual fashion after attending a lecture by Katya Fedorova, author of the telegram channel "Good Morning, Karl!":

"She talked about technology in the field of fashion and casually mentioned one brand that sells such clothes. People send their photo, and in response they receive a photo already in these clothes."

Regina herself began to study the necessary programs and ways to create 3D bows, as well as the technology of moving things in the photo. The first order also did not take long to wait, even if the amount was not that big, 5000 rubles, and even if it was bought by a person, so to speak, interested in the industry, but the beginning was laid.

Works by Regina Turbina

Digital fashion is developing rapidly, transforming the industry step by step.

Overall, the future of virtual clothing looks promising. It has the potential to change the industry by making it more accessible, sustainable, inclusive and creative.

It is important to note that digital fashion will not completely replace physical fashion. Most likely, these two directions will coexist and complement each other, offering people new opportunities for self-expression and interaction with the fashion world.

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