Shopping for Digital Fashion? There’s a New App for That – WWD

L.A.-based digital trend start-up DressX has launched an app to make it simpler for purchasers to try to purchase 3D digital clothes from its designer market.

The multibrand retailer has additionally revealed a further spherical of funding, led by the Artemis Fund, securing $2 million to put money into know-how, advertising and marketing and partnerships. That is the corporate’s fourth increase.

“The principle purpose is to show hundreds of customers to tons of of tens of millions,” cofounder Natalia Modenova informed WWD.

Launched in August 2020, DressX claims to be the most important retail platform for digital-only garments, that includes greater than 1,000 inventory preserving items by 100 designers together with Patrick McDowell, Gary James McQueen, the Fabricant and Paskal, in addition to DressX non-public label items corresponding to sweatshirts and blazers with galactic paintings impressed by SpaceX and NASA.

The brand new app, out there now in its beta model within the App Retailer, lets consumers use their digital camera telephones to attempt totally free in actual time AR seems like a DressX brand floral bucket hat ($1) and a Clara Daguin-designed couture crinoline robe embroidered with glass beads and interactive LED constellation lights ($110).

As on the web site, bought digital seems may be customized fitted by DressX engineers to a digital picture in 24 hours. DressX additionally gives a subscription mannequin.

Cofounders Modenova and Daria Shapovalova got here to L.A. with 15 years of expertise working trend showrooms and occasions in Europe.

“We see an enormous benefit being in the midst of the tech business in California,” mentioned Shapovalova, Zooming in from a WeWork. “We’re not creating {hardware} merchandise, however for AR, it is a good hub as a result of Snapchat is predicated right here and so many celebrities are, too.”

Since DressX began outreach in March 2020, extra 3D designers have joined the platform, although none with the identify recognition of a Ralph Lauren or Michael Kors, for instance — at the least not but. “We’ve additionally been speaking to extra conventional trend manufacturers, as a result of we really feel all manufacturers will finally have a brand new class of display put on. That’s why we constructed this app,” mentioned Modenova, including that digital trend will evolve past the fantasy and fairytale aesthetic that at the moment dominates.


DressX app 

DressX purchasers are on the lookout for each affordability and luxurious, the founders mentioned, including that exclusivity additionally drives buying of digital trend. A one-of-a-kind gown from its NASA-inspired assortment bought for $3,800, whereas the identical gown in a unique colour however with limitless availability bought for $35. The consumer base is 60/40 girls to males, and principally Millennial.

To make sure, digital-only items are a burgeoning business, between e-sports and gaming skins designed by Louis Vuitton, Moschino and extra, to latest trend gamers within the NFT sport together with Gucci, Burberry, Ben Sherman and Nick Graham. Marketplaces corresponding to DressX, The Dematerialised, and 3DRobe have emerged to cater to prospects who wish to purchase into the novelty of the digital wearable medium, and the sustainability angle.

DressX additionally gives a number of value-added alternatives for designer companions. For instance, the founders have labored with Lunya activewear and Buffalo London footwear on advertising and marketing campaigns, creating digital clothes for influencers. “As a substitute of sending samples to 100 influencers, producing the samples, paying for supply, to not point out the carbon footprint, the manufacturers offered pictures of influencers that we dressed digitally,” defined Shapovalova.

In April, DressX labored with designer Gary James McQueen, nephew of the late Alexander McQueen, to carry his “Guiding Gentle” runway assortment to life digitally and to purchase in actual time on, and the DressX digital retailer within the Metajuku district of Decentraland, a 3D digital actuality platform powered by the Ethereum blockchain.

“We don’t wish to conquer bodily trend manufacturers, we wish to present them how we may also help and the way to monetize for the digital universe,” mentioned Shapovalova, including that DressX shall be unveiling extra partnerships with blockchain corporations sooner or later.

“We wish to make trend inexpensive, inclusive and out there to everybody,” she mentioned, predicting that digital trend will in the future be a $1 billion business. “You’ll be able to put on one outfit on Google Meet, in a TikTok video, and in gaming — we simply have to create that hyperlink and DressX is right here to navigate how the style of future will look in all types of multiverses.”

 | Purchasing for Digital Style? There’s a New App for That – WWD

Huynh Nguyen

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