FROM A DECADE TOO LATE — TO A DECADE AHEAD.

Our creative springboard became the vision of taking the webshop from being 10 years behind, to be 10 years ahead of its time. We crossed that idea with a fashion industry that is under severe criticism for its pollution, and where clothing waste has never been more extensive.

This became the cornerstone of the world's first digital clothing collection with zero% negative environmental impact.

The collection consists of virtual clothes that today’s 18-25-year-olds can wear on social media in order to showcase their fashion creativity without harming our planet.

PROCESS AND STYLE ELEMENTS:

Via mobile photo meta-data, a virtual tailor adjusts the clothes in the 3D program Marvelous Designer, where digital clothing design is created in the same way as real clothes. And because it is digital, there is an infinite number of pieces available once a piece has been created. This means an infinite clothing collection, whose production has had zero% negative impact on the environment.

The electricity was produced with green energy, and all income went directly to WaterAid.com.

TIMELINE:

The virtual collection was available from mid-November to mid-December

SCALE:

Because it is digital, there is an infinite number of pieces available once a piece has been created.