Digital Fashion by Printemps is the first 100% virtual clothing label by the Parisian department store and it is being introduced to the world with a 40-piece collection called Magnetic Vibes. This collection was created with digital fashion house Republique and Printemps’ digital teams and it encompasses gender-neutral styles alongside those for men, women, cats and dogs.
Once a virtual item from the collection has been purchased, customers can send the retailer a photo of themselves in tight-fitting clothing and in 72 hours, the photo will be manipulated so that the virtual garment appears on the subject of the photo.
This virtual clothing label from Printemps builds on the success of its first virtual store opened in March 2022.
Digital Fashion Labels
Digital Fashion by Printemps is a 40-Piece Virtual Collection
Trend Themes
1. Virtual Fashion Labels - The success of 100% virtual clothing labels presents an opportunity for fashion retailers to expand offerings with digital fashion houses and create unique virtual garments.
2. Customized Virtual Clothing - The ability for customers to send a photo and have a virtual garment tailored to their body type highlights the potential for virtual clothing to offer personalized and sustainable options.
3. Pet Virtual Clothing - The inclusion of gender-neutral styles for cats and dogs in the Magnetic Vibes collection indicates a growing market for virtual pet clothing and opportunities for retailers to expand into this niche market.
Industry Implications
1. Fashion Retail - The emergence of virtual fashion labels offers an opportunity for fashion retailers to adapt to changing consumer preferences and increase their product offerings with digital fashion houses.
2. Technology - The rise of virtual clothing and the manipulation of customer photos could lead to new innovations in digital manipulation and tools to give customers unique experiences with virtual garments.
3. Pet Retail - The inclusion of pet clothing in virtual collections presents an opportunity for pet retailers to explore the potential of offering digital pet clothing and accessories as a new source of revenue.