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The next fashion trend is clothes that don't exist
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British fashion influencer Daniella Loftus poses during a photo session in Paris on October 1, 2021. (AFP/Christophe Archambault)
T
he online metaverse is coming and if we're going to be spending more time in virtual worlds, there's one crucial question: What are you going to wear?
"When I first started talking about this, my friends were like, 'What are you talking about?'" said 27-year-old Daniella Loftus.
"But my 14-year-old cousins understood it immediately."
For many, the idea of buying clothes that don't exist is a conceptual leap too far.
But emerging digital fashion stores are tapping into a growing market -- not actual clothes but digitally generated outfits that stores simply photoshop onto a customer's photos or videos to be posted onto Instagram and elsewhere.
Soon they are likely to become a way to dress your avatar when interacting in online games and meeting places, all potentially while reclining in sweat pants in your own home.
British influencer Loftus sees so much potential that last month she gave up her job with a fashion consultancy to devote herself full-time to her website, This Outfit Does Not Exist.
