{"id":159447,"date":"2020-05-16T01:41:47","date_gmt":"2020-05-15T16:41:47","guid":{"rendered":"https:\/\/www.adfwebmagazine.jp\/?p=159447"},"modified":"2020-05-16T01:41:47","modified_gmt":"2020-05-15T16:41:47","slug":"exploring-the-future-of-fashion-carlings-digital-clothing-collection-neo-ex","status":"publish","type":"post","link":"https:\/\/www.adfwebmagazine.jp\/en\/design\/exploring-the-future-of-fashion-carlings-digital-clothing-collection-neo-ex\/","title":{"rendered":"Exploring the future of fashion: Carlings DIGITAL CLOTHING COLLECTION Neo-ex"},"content":{"rendered":"

Carlings DIGITAL CLOTHING COLLECTION Neo-ex<\/h3>\r\n

W<\/span>hile Milano is launching the first Milano Digital Fashion Week (14-17 July 2020), fashion brands are in a real struggle.\u00a0Renewing the sector is now vital to its survival. At this time, the\u00a0$2.5tn global fashion industry<\/a>\u00a0risks one of the most worrying economic contractions in the world market.<\/p>\r\n

By now, fashion shows are canceled, physical stores have been closed and it all led to a dramatic drop down of the demand for fashion goods; events start going online and fashion weeks are going \u201cdigital\u201d.\u00a0<\/p>\r\n\r\n

\"adf-web-magazine-carlings<\/a>

Carlings official Instagram account. All Images courtesy of Carlings.<\/p><\/div>\r\n\r\n

For those who didn\u2019t suspend the e-commerce orders, the online purchase is still working but the selling does not nearly compensate the physical store ones. Both fast-fashion chains and luxury brands are hit by different lockdown measures in the world. For example, H&M closed 3.441 of its 5.062 stores all over the world, Burberry's sales plunge 80%, and thousands of people are now unemployed.<\/p>\r\n

\u201cIt\u2019s a true emergency,\u201d said Carlo Capasa, president of the Italian Chamber of Fashion. The consumers\u2019 habits have been changing, even out of necessity, but the hope to overcome this period and gradually get back to normality is commonplace.<\/p>\r\n

But what is normal?\u00a0<\/p>\r\n

Coronavirus emergency has pointed out some critical issues which have been hiding under the surface for a long time. For many countries, including Italy, the pandemic brought positive consequences like a services digitalization growth (for school, work, telecommunications) and has definitively thrown us into the digital age.\u00a0<\/p>\r\n

On the other hand, we can find the thorny side of a great industrial machine, which now suffers a sharp slowdown. This fact has inevitably drowned the attention on sustainability and bio-diversity changes that happened until now.\u00a0<\/p>\r\n

In particular, as reported from BBC, \u201cthe fashion industry accounts for about\u00a010% of global carbon emissions<\/a>, and nearly 20% of wastewater. And while the\u00a0environmental impact of flying\u00a0is now well known, fashion sucks up more energy than\u00a0both aviation and shipping combined.\u201d (United Nations study<\/a> on climate change)<\/p>\r\n

These are alarming data.<\/p>\r\n

In the last decade, fashion has largely followed the Social over-consuming \u201ctrend\u201d, indeed.\u00a0<\/p>\r\n

Does #ootd (outfit of the day) tell you any thing?<\/p>\r\n

If we make a quick research on Instagram, 1.6m of posts are related to this hashtag.\u00a0Strictly according to the definition of #ootd, the probability that the outfits have been dressed once by the posters\/influencers is very high.\u00a0<\/p>\r\n

Compulsive purchasing, fast fashion consumption, the constant demand for new trends: these behaviors started a chain reaction that led to a significant and negative footprint on the world.<\/p>\r\n

The attention to the above-mentioned relationship with disposable fashion is the starting point of the so-called \u201cdigital fashion\u201d, a relatively new branch of industry referring to 3D-rendered garments that only exist virtually.\u00a0<\/p>\r\n

In may 2019, the dutch startup The Fabricant, the world\u2019s first digital-only fashion house, sold for $ 9,500 a dress\u2026that actually doesn\u2019t exist. The purchaser was the businessman Richard Ma, who bought this particular gift to his wife.\u00a0<\/p>\r\n

But if the actual cost of the digital clothing revolution is this, a great percentage of people in the world could not even approach the novelty.\u00a0So, the Scandinavian retailer Carlings took care of the issue, making the purchase process more\u00a0affordable, and right now it has the potential to become a worldwide phenomenon.\u00a0<\/p>\r\n\r\n

\"adf-web-magazine-carlings<\/a>

Silverhood metallic track top \u00a9 Carlings<\/p><\/div>\r\n\r\n

In 2018, while Vivienne Westwood launched her motto \u201cBuy Less, Buy Better\u201d for the DIY-aesthetic unisex Spring Summer 2019 Collection \"to save the planet and us\u201d, Carlings released its \ufb01rst streetwear collection that directly speaks to digital natives. It sold out in a week.<\/p>\r\n

The notion of sustainability is what inspired Neo-ex, \u201cthe digital clothing collection with zero impact on the environment\u201d.<\/p>\r\n

The capsule line of 19 genderless and sizeless pieces has a tech aesthetic inspiration: neon colors, puffer jackets that seem to come from space, the slogans on clothes reporting \u201cI\u2019m Not A Robot\u201d or \u201cArti\ufb01cial Intelligence\u201d do not allow any interpretation further. Just to make the concept more clear, they hired different \u201ctypes\u201d of in\ufb02uencers, real and fake ones (including the CGI model Perl), to promote the collection on Instagram.\u00a0\u00a0<\/p>\r\n\r\n

\"adf-web-magazine-carlings<\/a>

Carlings X Perl \u00a9 Carlings<\/p><\/div>\r\n\r\n

How does it work? Customers who purchase a 3D-garment are asked to upload a picture of themselves to which overlap the virtual clothing. Then, the magic happens: a designer \ufb01ts the model over the body so that it looks like you\u2019re wearing the clothing for real. The customers get the image in return, ready to be shared on social media.<\/p>\r\n\r\n

\"adf-web-magazine-carlings<\/a>

Purchase process \u00a9 Carlings<\/p><\/div>

\"adf-web-magazine-carlings<\/a>

Black Streak Boiler Suit \u00a9 Carlings<\/p><\/div>

\"adf-web-magazine-carlings<\/a>

Black Streak Boiler Suit worn by the model \u00a9 Carlings<\/p><\/div>\r\n\r\n

Neo-ex by Carlings is now sold out, but a new drop in the collection will be soon available in the online shop.\u00a0 They started with a limited amount of pieces to make it more exclusive, but the underlying idea is to enhance the democratic spread of the phenomenon and to level out the work of in\ufb02uencers by making the same clothes accessible to anyone. In fact, every piece of the collection cost at relatively low price points (between $11 to $33 USD).<\/p>\r\n

In the era where trends change at the speed of light, it can be dif\ufb01cult to keep people updated and digital clothing could be a solution.<\/p>\r\n\r\n

\"adf-web-magazine-carlings<\/a>

Look from Carlings's digital collection \u00a9 Carlings<\/p><\/div>\r\n\r\n

The concept behind that might seem weird, but gamers have been spending real-world money on digital items, including CGI dresses (Fortnite Skins, Second Life accessories, The Sims expansion packs), for years and years. It isn\u2019t that new that a bunch of people is displaying more of the life online.\u00a0And the big brands sniff it out already: digital enhancement has been the latest fashion trend, before this year.<\/p>\r\n

2,2 m followers Lil Miquela, Perl or Shudu are running the CGI revolution of in\ufb02uencing on Social media and high-rated fashion brands like Balmain or Prada have integrated the digital testimonials on their ad campaigns. Is this the future of fashion?<\/p>\r\n

We can\u2019t say certainly, we obviously need to dress ourselves.\u00a0But the future model could integrate physical and digital choices for the consumers, which are now the drivers for a change.\u00a0 As the current pandemic has shown, consumer habits have changed as quickly as easily: it took us two months to adapt to an almost total reversal of the reality we were used to.<\/p>\r\n

And the more we are apart from old social and consuming habits, the more it gets possible for our digital dependence to revolutionize the way we \u201cconsume\u201d fashion. In 2020, the digital component is a big part of consumers\u2019 buying habits, regardless of coronavirus. The pandemic will end \u201caccelerating massively\u201d the changes already underway for years in the fashion industry, explains Francisco Betti, Production Expert of the World Economic Forum.<\/p>\r\n

Who knows, probably we are facing the same circumstances that culminated to the sparkling rebirth of the 1920s - a period of economic prosperity that saw the birth of fashion houses such as Chanel, Fendi and Gucci - after the Spanish \ufb02u pandemic.\u2028 We shall see.\u00a0<\/p>\r\n

Carlings Info<\/span><\/h3><\/div>\r\n\r\n\r\n\r\n\r\n\r\n\r\n
Instagram<\/td>\r\n@carlings_o\ufb03cial<\/a><\/td>\r\n<\/tr>\r\n
URL<\/td>\r\nhttps:\/\/digitalcollection.carlings.com\/<\/a><\/td>\r\n<\/tr>\r\n
Carlings\u2019 Digital Clothing Collection<\/td>\r\nhttps:\/\/vimeo.com\/301705088<\/a><\/td>\r\n<\/tr>\r\n
adDRESS THE FUTURE<\/td>\r\nhttps:\/\/www.youtube.com\/watch?v=Sothlpxa6V0<\/a><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table><\/article>","protected":false},"excerpt":{"rendered":"

Carlings DIGITAL CLOTHING COLLECTION Neo-ex hile Milano is launching the first Milano Digital Fashion Week (14 […]<\/p>\n","protected":false},"author":27,"featured_media":159454,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"\"Exploring the future of fashion: #Carlings DIGITAL CLOTHING COLLECTION Neo-ex\"\r\n#fashion #EC #online #digital","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[8],"tags":[38,83,106,111,126,403],"jetpack_featured_media_url":"https:\/\/www.adfwebmagazine.jp\/wp-content\/uploads\/2020\/04\/adf-web-magazine-carlings-digital-clothing-collection.png","jetpack_publicize_connections":[],"_links":{"self":[{"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/posts\/159447"}],"collection":[{"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/users\/27"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/comments?post=159447"}],"version-history":[{"count":0,"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/posts\/159447\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/media\/159454"}],"wp:attachment":[{"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/media?parent=159447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/categories?post=159447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adfwebmagazine.jp\/en\/wp-json\/wp\/v2\/tags?post=159447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}