The Arrival of Digital Fashion

For most of the fashion world, COVID-19 has been nothing short of a disaster. But, as Kerry Murphy attests, within crisis can come opportunity. His Amsterdam-based firm, The Fabricant, works with brands of all calibers to create purely digital fashion products. In a world where consumers can only engage with us online for the near future, The Fabricant’s platform has become very popular indeed.

Highlights:

  • Answering a very common question: Who actually buys digital fashion?
  • What it takes to create a purely digital fashion piece
  • The hardest part about selling digital fashion
  • What sort of brands benefit the most from a digital fashion strategy
About Our Guest

Kerry Murphy

Kerry is the founder of The Fabricant, a digital fashion house leading the industry towards a new sector of digital-only clothing. Educated in film and visual effects, he worked in the advertising industry for companies like Facebook, Nike, Asics, Under Armour, Playstation, Philips and others for over a decade. Kerry then established The Fabricant full-time in 2018 following two years of technical and business development.

Finland-born Kerry combined his technical 3D/VFX, creative direction and business skills to form the foundation of The Fabricant. 

“I believe, to change the toxic environmental and cultural aspects of fashion we need to change the experience. Digital-only fashion provides many new opportunities to do so.”

The Fabricant – who we are and what we do

The Fabricant is a digital fashion house leading the fashion industry towards a new sector of digital-only clothing. We specialize in photorealistic 3D fashion design and animation. Our work operates at the intersection of fashion and technology, creating digital couture and fashion experiences that are always digital, never physical.

We aim to show the world that clothing does not need to be physical to exist. We believe the digital-only fashion sector will open new creative avenues beyond the limits of the physical world, while promoting sustainability and drastically reducing the negative environmental impacts of the current fashion paradigm.

Digital fashion is a vast and untapped creative terrain, where the previously physically impossible becomes possible. We see ourselves as ”fashionauts” committed to exploring the potential of this new world through our digital couture and compelling 3D fashion narratives. We collaborate with global brands and retailers, bringing our expertise as leaders in the digital fashion sector, helping them deep dive into its unlimited possibilities. 

Why is digital fashion an industry game changer?

Fashion is one of the last creative industries to embrace technology. It is also one of the most polluting. We see the opportunity to use technology to make the industry more sustainable while expanding its creative options in unlimited new ways. The digital fashion environment opens new avenues for all stakeholders in the industry, both creatively and in terms of its potential as an emerging market.

The Fabricant wastes nothing but data and exploits nothing but imagination. Digital garments vastly reduce fashion’s impact on the planet’s resources and the natural world. When clothing is always digital and never physical, pollution and waste reduction are non-topics. In this new sector, there’s no need for samples, high retail stock levels or size ranges. It’s sustainable by its very nature.

Digital-only fashion has no history, no format and no existing template to follow. From this standpoint the very idea of physicality and seasonality is not relevant. Digital fashion challenges the norms of the fashion industry and enables a much closer understanding of customers’ reality and a faster response to their needs, anytime, anywhere.

How will digital fashion influence consumers?

Through our digital clothing, The Fabricant is returning to the heart of what fashion was always meant to be – a playful arena to explore and express our identities and individuality. The fashion future we are building is collaborative, creative, diverse and inclusive. In digital fashion people are not passive consumers, but instead creative agents crafting their self-expression and curating their virtual identity through digital clothing.

Young people in particular have an instinctive understanding of the digital space and its power to enable self-expression. For them the digital world has equal validity to physical life as an environment in which to explore and express their various selves. Our work seeks to emotionally connect with these digital natives to co-create an inspiring, innovative and sustainable fashion landscape that’s attuned and relevant to their values and interests.

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