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.

 


Lebanese actress Nadine Njeim undergoes 6-hour surgery after Beirut explosion 

Updated 05 August 2020

Lebanese actress Nadine Njeim undergoes 6-hour surgery after Beirut explosion 

DUBAI: Lebanese actress Nadine Nassib Njeim revealed on Instagram that she underwent a six-hour surgery after a massive explosion ripped through Beirut on Tuesday, killing over 100 people and injuring thousands. 

“Half my face and my body were covered in blood,” said Njeim, who lives close to the port area where the explosion happened, captioning a video – shot by someone else – of her damaged apartment.

“I thank God first, who saved my life. The explosion was close, and the scenes you see do not do it justice. If you visit the house and see the blood everywhere, you would be surprised as to how we are still alive,” the star, who has two children, wrote captioning the clip that shows shattered glass, cracked walls and broken furniture strewn all over her living room.

According to her post, the star went down 22 floors, barefoot and covered in blood and sought help from a man who was in his car. 

“He dropped me to the nearest hospital, but they refused to admit me because they were packed with wounded people,” she said. “He dropped me to another hospital where they immediately took me in and I underwent a six-hour operation.” 

The 36-year-old actress said her children were not home and are “fine and safe.”

Multiple Lebanese celebrities have also taken to social media to share videos of their destroyed homes. 

Singer Haifa Wehbe shared, on her Instagram Stories, clips of the destruction that ravaged her home. “We are all okay thank God. My house is next to the explosion,” she wrote to her followers before asking them to keep her house helper, who got injured in her head and eyes, in their prayers.

Clips circulated on social media of Lebanese fashion designer Dalida Ayach, who is also the wife of singer Ramy Ayach, in the hospital being treated for her injuries. 

Singer Elissa, who recently released a new album, took to Twitter to share pictures of the aftermath of the explosion. “It affected the metals and the properties this time, but who will bring back the dead? Who will bring back Beirut?” the star wrote.

Singer Ragheb Alama’s house also got destroyed, but luckily, he and his family were on a trip outside the city.

The ateliers of renowned Lebanese designers have also been ruined, including Maison Rabih Kayrouz and Ralph Masri’s flagship stores.

Taking to his Stories, Kayrouz shared videos of the damage caused by the explosion to his atelier. “Our courageous team trying to save… what could be saved!” the designer captioned one clip of one of the atelier workers pulling out clothing from the debris.