Gala Marija Vrbanic

With Carolina Herrera, we collaborated on a runway dress and developed an app where you can wear the dress on your phone using the augmented reality.

And with Jean-Paul Gaultier, we collaborated on a piece that was part of their couture collection.

We even have our flagship store in the central land, a metaverse owned and created by its users.

And we are not the only ones.

For example, on DMUT, an NFT marketplace, fashion brands are selling authenticated digital fashion items that are usually sold out as soon as they are released.

And as it was for me, the games are becoming a gateway to digital fashion for many.

The biggest names in the luxury segment are eagerly trying to enter this space.

Balenciaga has collaborated with Fortnite, and Gucci bag was sold inside Roblox for more than its worth in real life.

Fortnite itself has sold more than two billion worth of skins and game extras for in-game character dressing.

But it's a misconception that creating digital fashion is quick and easy.

We often have to play by the same rules as in real-life physical fashion.

Think back to a time when there were no computers and people were making posters by hand.

When the software like Adobe Photoshop finally arrived, they thought making posters is going to be so much quicker and easier.

But obviously, that wasn't true, because technology just replaced outdated principles with new possibilities.

So instead of doing most of the development in the physical space, we do it in front of our screens.

The process is the same, just the tools are different.

And in the end, everything falls back to a complexity of a piece or a concept.

For example, there's a huge difference in creating a basic T-shirt or a couture-like dress, regardless of the medium.

And digital realm somehow forces you to go into that exploratory direction, because do you even need a physical T-shirt in a virtual space?

With digital fashion, you can experience fashion in its purest form, devoid of functional barriers.