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.

 


Dubai gets a taste of kosher

Updated 18 September 2020

Dubai gets a taste of kosher

  • The Habtoor Group has partnered with Elli’s Kosher Kitchen to become the first UAE hotel operator to offer kosher meals

When Elli Kriel moved to Dubai from South Africa eight years ago, she was determined to maintain her family’s kosher Jewish diet and quickly sought out shops serving kosher products in the city.

“At the time we thought we were the only family that kept a kosher diet, but when word got out that we were a kosher family living in Dubai, many Jews who were traveling to the UAE would contact me for food,” Kriel told Arab News.

“I started sending food out from my home to help Jewish travelers and as the community started growing so, too, did the need for more kosher food.”

In 2018, a group of rabbis arrived in Dubai for an interfaith conference and the organizer called Kriel in a panic not knowing how to feed them. Once again, she cooked and prepared kosher meals for the numerous attendees.

“At the time the idea of kosher food outside the Jewish community was strange — something unknown,” said Kriel.

After the conference, word of her services spread quickly, and she received requests from hotel managers, concierges and others who needed to serve food to Jewish guests. In 2019, Elli’s Kosher Kitchen was born.

With the UAE normalizing ties with Israel, a number of hotels and restaurants across the emirate have begun preparations to introduce kosher food and beverages. The first is the Habtoor Group, which will offer kosher meals at several of its hotels, including the Hilton Dubai.

Habtoor Hospitality has partnered with Elli’s Kosher Kitchen.

“There has been great demand since the normalization process with Israel started, and we have had several requests for groups that require kosher food, as well as from tourists from Israel and other parts of the world who would like to visit the UAE now,” Fredrik Reinisch, general manager at Hilton Dubai Al Habtoor City, told Arab News.

Hotels offering kosher catering will include Hilton Dubai, V Hotel, Habtoor Palace Dubai, LXR Hotel and Resorts, Habtoor Grand Resort, Autograph Collection LLC, Metropolitan Hotel and Habtoor Polo Resort.

“Kosher food is prepared in accordance with religious laws, the laws of the Jewish religion,” said Kriel. “It has to have kosher ingredients, follow specific methods of cooking and be served in a particular way. But it also applies to the way in which you eat the food. The basic principle is not to mix any dairy or meat products.”

Kriel ensures that all meals are prepared in accordance with OU kosher certification (Orthodox Union), believed to be the most trusted form of certification globally.

Guests with specific kosher preferences will also be able to choose from tailored menus. Meals will be packaged and sealed with an OU certified stamp.

Kosher food is similar to the concept of halal food, which adheres to Islamic law and follows religious rules in production, service and consumption.