digitalfashion

The Digital Mirage: When Technology Distorts Reality

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Navigating the Fine Line Between Innovation and Illusion


Technology is beautiful, but it often distorts reality. In fact, some advancements are gradually pulling us away from reality, increasing our desire for novelties and making us forget what’s truly real and meaningful. For example, consider NFTs, digital fashion, and digital influencers. None of these concepts have a physical presence, yet they’ve spread their influence across our society. 

But, in the era of digital mirage, can we distinguish between innovation and illusion? 

Technology vs reality: NFTs, digital fashion & digital personas

NFTs
An NFT, or “Non-Fungible Token,” is a digital artwork that can represent a wide range of subjects and sometimes costs millions of dollars. These tokens are bought and sold online, typically using cryptocurrency. Forbes reveals that “Twitter co-founder Jack Dorsey sold his first ever tweet as an NFT for more than $2.9 million.” This is $2.9 million for the equivalent of a screenshot of a Twitter page. For a while, there was a great buzz around NFTs, but these investments are now hitting a downfall because of the uncertainty of the cryptocurrency market. Maybe we are realising that we don’t need to invest in such non-essential items. 

Digital Fashion
Brands like Nike and Ralph Lauren are experimenting with digital fashion. For example, Ralph Lauren’s virtual store allows you to take tours of the different retail locations. This use of AI is beneficial for visualisation and brand development. During my fall semester at the University of South Carolina, retail students were asked to review an app where they created avatars and could buy digital fashion from brands like Prada. Then, the review asked further questions like: “How likely are you to buy digital fashion?” I answered no, as I could not understand the concept of purchasing digital fashion. We don’t need three-quarters of the physical items we buy, let alone digital ones.

Lil Miquela: digital personas to drive consumerism
Lil Miquela is a famous AI influencer on Instagram with 2.6 Million followers. She posts frequently and can be seen “traveling” to places like Coachella. Not only does she travel, but she discusses politics and collaborates with brands like BMW and Chanel. However, do not be fooled by these digital personas, as they are simply sophisticated marketing tools designed to get society to buy, buy, buy. 

Come back to earth


Despite technology bringing positive innovations, we are facing a digital mirage that distorts reality. Do not get too lost in technology; most of it is propaganda or more marketing schemes. Remember, the main driving force of the world is profit. Everything is for profit, and brands aim to control your lifestyle, turning consumers into mere robots of consumption. So avoid these superficial distractions and come back to reality. Return to the basics and make mindful purchases that align with your genuine needs.

✍️ Credit: Post written by Joelle Elliott, an American scholar pursuing studies in Fashion at Cattolica University in Milan; currently interning with suite123.

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The Futuristic Fusion of DassùYAmoroso

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Exploring the Metahuman Fashion Landscape

Today, we invite you to discover the futuristic fusion of DassùYAmoroso. A pioneering force at Fashion Hub, where innovation meets imagination in a spectacle that blurs the lines between reality and the digital realm. In an era where fashion and technology intertwine more than ever, Milan Fashion Week unveils a groundbreaking collaboration that epitomizes this union.

Fashion Hub showcasing a futuristic fusion

Fashion Hub is an initiative by Camera Nazionale della Moda Italiana dedicated to nurturing emerging talents. Today, it provided the stage for DassùYAmoroso to showcase their vision: “Wonder of a metahuman.” Amidst the buzz of Milano Fashion Week, their presentation captivated audiences with its bold exploration of the intersection between fashion and technology.

At the helm of DassùYAmoroso are Stefano Dassù and Pasquale Amoroso, visionaries who embrace a no-gender, contemporary Street-Punk aesthetic. Freedom defines their brand, transcending conventional boundaries and celebrating diversity without compromise. With collections like “I AM WHAT I AM” and “I AM AN ALIEN,” they challenged societal norms and championed individuality as the ultimate form of expression.

DassùYAmoroso: Wonder of a meta human

DassùYAmoroso at Fashion Hub

The Italian duo isn’t new at experimentation and pushing the boundaries of innovation. Yet, it’s their latest endeavour that pushes the envelope. Through an array of innovative collaborations with tech partners, DassùYAmoroso introduces a collection inspired by the enigmatic allure of sirens. These mythical beings, reimagined as travellers in the metaverse, symbolise the bridge between worlds. A motif echoed in the brand’s seamless integration of fashion and technology.

In a conversation with Cri (founder of suite123) at Fashion Hub, Stefano and Pasquale elaborate on their groundbreaking approach:

“It’s the first time an emerging brand has forged such extensive partnerships with technology firms, effectively melding fashion and technology into a singular entity. The collection draws inspiration from the siren, a mythical figure navigating the metaverse. For us, the siren embodies a journey between realities, a fusion of two complementary worlds. Through our collaborative efforts, we’ve crafted an immersive experience, leveraging augmented reality to traverse this cross-universe landscape.”

As the fashion industry continues to evolve, the futuristic fusion of DassùYAmoroso stands at the forefront, redefining the boundaries of creativity. And paving the way for a new era of metahuman fashion.

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Spring/Summer 22

Selection in the digital era

In September and October, the designers show their new collections for the following season. We are now picking out our Spring/Summer 22 selection.

One of the most striking side effects of the pandemic is the acceleration towards the digital world. And when it comes to the research of brands, it can bring some positive outcomes.

Some brands opted for a mixed formula, physical and digital, while many others decided to present their new collections only through digital tools. So, like it or not, that’s the offer.
Obviously, companies in the fashion field lost a lot of money because of the pandemic. Digital is a strategy to recover. Also, they realized how few people they needed to make the workflow internationally. (This loss of jobs is its own problem).

Selection through social media

We are not satisfied with the trend of discovering new brands via Instagram only. First, the communication of many brands is oriented to push the image of a woman we do not want to endorse: plastic face, doughnut lips, tons of make-up. Furthermore, it’s easy to cover up poor quality clothing in an Instagram pic.

Scrolling down, you may see so many infinite offers of clothing that seem like beautiful quality. At first sight, at least. After a deeper analysis, you realize it was just a nice pic. Fast fashion brands know this trick very well.

Selection for Spring/Summer 22

However, a satisfying implication of digital fashion is that material is more accessible compared to the past. In fact, we are receiving many look books and line sheets. So that it’s easier to have an idea of what’s going on in terms of style.
Through accurate presentations and line sheets, you have the chance of knowing more about materials and fitting.

If it is true that nothing will ever change the experience of touching the fabrics, now we have the opportunity to make a selection without travelling the world.
Even though the integration is brilliant, we have to find the perfect balance.

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