Dress virtually, a passing fad or a challenge to the industry?

Daniella Loftus is a passionate British young woman of fashion who dresses digitally from just over a year, with such success that she decided to leave her job to concentrate on that world.

Isabelle Boemeke is a Brazilian model who lives in the United States.He lives from his physique, but despite this he decided to create an avatar, Isodope, who uses in the networks to defend nuclear energy and virtual clothing as a way to fight climate change.

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The fashion world is populated with influencers ("influencers") that dictate or try to dictate the tendencies of the sector.

But neither Daniella nor Isabelle dress up with brand clothes, and their clothes cannot be bought in a store, because it does not exist.

"I like fashion.I like to go to a store.I like playing clothes, "says Daniella Loftus in an interview with AFP.

"And when I started with this, my friends told me 'But what are you talking about?'" Explain with a smile is 27 -year -old influent.

"But what seems fascinating to me is that there is a whole generation that comes, like my fourteen -year -old nieces, who play in Fortnite, who understood it perfectly," he adds.

"For them, digital will influence their real lives," he explains.

Daniella worked as a consultant, and in January she created to have funfitdoesntexist.com ("beopanoexists").

Thanks to his contacts with digital creators, Daniella had fun with extravagant, fluorescent and perfectly adjusted dresses to his body.As if it were a haute couture suit.

The success was fulminant.To such an extent that he has decided to get fully into that world that is literally exploiting.

"The way he interacted during the pandemic was with zoom meetings.We have become accustomed to those digital stocks.And I think that much of the digital passion during the pandemic was, in part, because people were trapped at home.They had nothing place where to wear their clothes, "he explained.

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For a chillón green, long -tailed digital dress and undulating fringes, Daniella says he paid $ 69."That is a lot of money, but it is not an extortion," he adds.

Can't digital fashion cause more social isolation?Daniella has a radical point of view: "I don't know if many people who buy this kind of online things want to meet other people" in the real world, he explains.

"I think that many of your needs and desires can be met online," he adds.

Become what you want

Isabelle Boemeke decided with 30 years that fashion and catwalks were not enough for her curiosity.He began to read about the challenge of climate change and the enormous amount of clothing that is thrown annually.

According to a 2015 study by the Barnados organization, 92 million tons of clothing are thrown every year.In the United Kingdom, the average use of a garment is seven times.

And during the Covid-19 Pandemia Isabelle was also impacted by the images of forest fires in the Amazon.

His attitude towards digital fashion is essentially political.

"I created Isodope as an identity because I wanted to do something provocative.If in my videos it appeared with a shirt and jeans, they would not probably have the same impact, "he explained in an email to the AFP.

The Avatar Isodope resembles Isabelle physically, but what seems like a video of aesthetic advice is rapid.

"I know many women who buy a dress, put it once for a photo and never again.They could reduce consumption and waste with digital fashion, "he explains.

"And more in the long term I imagine a world in which people will walk with an interface" capable of "creating really creative digital clothes".

People walking with special glasses, which will allow your clothes to be transformed in the eyes of others, also equipped for it.

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A world, known as "augmented reality", in which reality and virtuality are confused and overlap.

As in video games, "if you are not attractive, if not lights as you would like, you can become what you want," says Daniella Loftus convinced.