Five fashion brands with digital-only collections

Louis Vuitton released a capsule collection last year in collaboration with video game "League of Legends." Supplied
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Updated 05 July 2020

Five fashion brands with digital-only collections

  • Sustainable style via clothes you’ll never actually wear– Is digital fashion the future of the industry?

DUBAI: Digital fashion is increasingly finding a place in the real-world strategy of global brands, and what it lacks in first-wear, feel-good endorphins, it makes up for in saving-the-environment smarts.

What is a digital fashion collection?

Essentially items that will never physically exist. Part creative outlet (dress your Bitmoji avatar in Alexander McQueen), part hypebeast flex (Fortnite’s “skins” are now must-have revenue-drivers) and part opportunity for the fashion world to address its environmental footprint. Crucially, while the industry has struggled to find scalability, digital-only collections represent a clear chance to reduce waste.

 
 
 
 

 
 
 
 
 
 
 
 
 

@burberry by @earlburgos

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GQ Middle East’s fashion editor, Keanoush Zargham, believes that the concept is long overdue. “It’s vital for fashion brands to adopt a more sustainable way of thinking,” says Zargham. “And it’s great to see how they’re already thinking outside the norms of traditional runway shows, transforming the whole experience into a digital-first concept.”

Why should I consider buying digital fashion?

A cursory glance at your Instagram feed will reveal a host of once-worn “big fit” items that are quickly discarded. Consumers in 2020 buy more and use less, and the wastefulness of fast fashion has reached critical mass. Digital fashion means no items discarded, no material left on the cutting room floor and nothing destined for landfill. The question is, could it ever truly replace the physical element of the industry?

For Dubai-based fashion entrepreneur, Natalia Shustova, the sweet spot could lie somewhere in between worlds. “I don’t really believe in wearing a different item everyday just for social media,” she explains. “I prefer to curate a wardrobe. But the idea of wearing something a little futuristic and impractical to express my creativity – with zero production and waste – then, yes, I would love to try it and purchase digitally.”

While digital fashion collections might remain a work-in-progress, some brands are ahead of the curve.

Louis Vuitton

The Parisian maison dipped a monogrammed toe into the world of digital collections in 2019. Along with a real-world Louis Vuitton x League of Legends capsule collection, people on the multiplayer video game could also purchase Nicolas Ghesquière-designed LV branded skins for around $10. Merging the two worlds, the maison recently included a digital bag for its 2020 Cruise collection.

Carlings

In 2018, this Scandinavian retailer dropped a genderless digital collection of 19 key pieces. Priced $11-33 and ranging from long cloud puffer jackets to metallic track tops, it was a collection made for digital influence. All you had to do was purchase online, upload your image, click for a digital fit and share. It was wildly popular and drop number two is expected soon.

The Fabricant

Inspired by design student Amber Slooten’s all-digital fashion portfolio, Finnish animator Kerry Murphy founded the brand in 2018 and they have since created digital collections for the likes of Tommy Hilfiger, Puma and A Bathing Ape. Although items aren’t always available to the public, it did sell the world’s first digital dress for a staggering $9,500.

Happy99

 
 
 
 

 
 
 
 
 
 
 
 
 
 
 

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The brainchild of 3D artist Nathalie Nguyen, this virtual footwear collection is all manga spikes and cyberpunk style. Created more as a creative outlet than as a commercial interest, Nguyen has, so far, resisted requests to create in real time, leaving the brand as an ode to imagination and innovation.

Tommy Hilfiger

The PVH brand aims to fully embrace the digital world by 2021, with a mandate to avoid waste at all costs. While not exactly creating digital collections, Hilfiger will design and make samples digitally, only creating physical clothing for runway shows or when actually sold.

 


5 reasons to add spinach to your diet

Updated 08 August 2020

5 reasons to add spinach to your diet

DUBAI: Devinder Bains, personal trainer and nutrition coach at Fit Squad DXB, shares her advice on the superfoods that will help you lead a longer and healthier life…

If you want a food that’s cheap, versatile and packed with nutrients, then you can’t go wrong with spinach. Throw a handful into a fruit or vegetable smoothie, cook it as a side dish with meat or knock out a saag curry as a main and reap the health rewards listed below.

Improved eye health

Spinach is high in the antioxidant pigments zeaxanthin and lutein, which protect your eyes from damage caused by sunlight. They also work to prevent macular degeneration, which is the leading cause of vision loss in the elderly. Studies have also shown that zeaxanthin and lutein play a part in preventing cataracts.

Healthy pregnancy

As spinach is packed with fiber, vitamin C, vitamin K, vitamin A, calcium, iron, folate and potassium, it’s the perfect food for pregnant women. Leafy greens are also rich in powerful immune-boosting antioxidants and contain plant compounds that may help prevent constipation, a common problem among pregnant women.

There are plenty of health rewards to be reaped from the super food. Shutterstock

Blood clotting

One spinach leaf contains over half of your daily requirements of vitamin K1, which is essential for healthy bones. It also helps white blood cells to clot effectively, preventing you from bleeding out when you are injured. Anyone who is taking blood-thinning medication such as Warfarin should speak to their doctor before increasing their intake of spinach or other leafy greens.

Healthy teeth

This super green is high in catenoids, which our bodies turn into vitamin A. This vitamin plays a key role in keeping gums healthy and in building tooth enamel. Spinach is also high in calcium, which helps harden your enamel, strengthen your jawbone, and build strong bones. In fact, spinach is also rich in vitamin D, dietary fiber, potassium, magnesium and vitamin C, all of which are important nutrients for bone health.

Healthy hair

This is where vitamin A comes in again, as it is necessary for sebum production to keep hair moisturized, helping it to look glossy and grow. It can also help reduce hair loss. Vitamin A is actually used in the growth of all bodily tissues, so it is essential for healthy skin as well.