The pandemic is forcing the industry to get creative online and look to precedents set by gaming
Virtual clothing and cyberspace catwalk shows may sound like the stuff of a William Gibson novel. But with physical fashion weeks on hold, and many designers unable to produce their next collections owing to the Covid-19 crisis, the niche world of digital fashion has been catapulted to the mainstream.
“Anyone who wants to put on a catwalk show in June will have to go digital,” says Kerry Murphy, founder of “digital fashion house” The Fabricant, which he says has seen a spike in interest since lockdown began. One of The Fabricant’s clients, Tommy Hilfiger, is among brands already testing avatars, holograms and augmented-reality formats internally, the company’s CEO, Daniel Grieder, told fashion trade title WWD.