When you hear the term "digital fashion", what springs to mind? For many, it might evoke nothing at all. For others, perhaps a passing trend. Some see it as a technological novelty destined for obscurity. Some dismiss it as pointless—a concept devoid of substance or connection to the fashion we recognize today.
If you were to ask me, I'd argue that digital fashion represents the past, present, and future of the industry. We've been engaging with digital fashion for a significant time now—consider gaming skins, which could arguably be considered the first iteration of digital fashion. More recently, the increase of various AR filters on social media platforms further underscores our interaction with digital fashion. Despite this, many of us fail to recognize it as such. We've coined terms like "skins" and "filters," which obscure the fact that these are embodiments of digital fashion—an oversight that most of us share. Today, we're using these digital fashion elements on an even grander scale, as our immersion in the digital realm deepens.
In this world, where we strive to craft identities, fashion has always been a powerful tool, whether we acknowledge it or not. So far, we've primarily relied on traditional fashion to represent our identities in the digital space. However, as we look to the future, I can envision, and I believe you can too, numerous reasons why it will be replaced by digital fashion, particularly in a realm that feels more like home to many than the physical one. One obvious factor is our increasing immersion in digital spaces, heightening our concern with our digital identities. Yet, in this piece, I aim to address a different aspect—a reason why digital fashion will inevitably become mainstream. It's a reason that might not align with my hopes for its acceptance but one that resonates with many. It's the pervasive desire for social prestige, a game that consumes the lives of so many, leading them astray from their true selves.
Before delving into my beliefs about why social prestige plays a crucial role in mainstreaming digital fashion, let's rewind the clock a few centuries and explore the enduring relationship between fashion and social status. Then, we'll project forward to the future and examine the role of digital fashion in shaping it.
Before the 18th century, fashion's significance in defining social status was largely enforced through sumptuary laws—rules and regulations designed to govern clothing and adornment based on one's social class or rank. These laws were implemented to uphold social hierarchies by restricting certain garments, fabrics, colors, and styles to specific social classes. For instance, in medieval Europe, regulations dictated that certain colors like purple and gold were reserved exclusively for the nobility, while commoners were limited to specific fabrics and hues. Similarly, in feudal Japan, the samurai class adorned themselves with distinctive clothing and hairstyles as markers of their elevated status, whereas commoners dressed in simpler, more utilitarian attire. These are just two examples of societies where such laws were prevalent.
In the 18th century, a new phenomenon emerged, known as elite fashion, heavily influenced by the Baroque and Rococo styles. These styles were characterized by their ornate, extravagant clothing adorned with intricate embroidery and beading. The use of luxurious fabrics like silk and velvet became synonymous with elite fashion during this period, serving as unmistakable markers of wealth and nobility. One iconic fashion accessory of the time was the powdered wig, which symbolized status and affluence. Due to their high production and maintenance costs, powdered wigs were predominantly worn by the elite, both men and women. Their popularity was so widespread that even royalty experienced hair loss from the chemicals used in wig powdering. Silk robes were another hallmark of elite fashion, meticulously crafted with elaborate patterns and colors chosen to reflect the wearer's social standing. Silk, being a pricey fabric at the time, coupled with the labor-intensive process of making these robes, rendered them exclusive luxury items reserved for the wealthy elite. Additionally, elite individuals flaunted their social status through various fashion accessories such as fans, parasols, and handkerchiefs. These accessories, often crafted from expensive materials and adorned with intricate designs, served as prominent displays of wealth and status.
The 19th century heralded a transformative era in fashion, challenging traditional perceptions of clothing as a status symbol. It was a time when the fashion industry began to democratize. Technological advancements such as the sewing machine revolutionized clothing production, facilitating mass production and making fashionable attire more affordable and accessible to a wider audience. The introduction of ready-to-wear clothing in department stores further broadened access to stylish garments, breaking down barriers that had previously confined fashion to the wealthy elite. This democratization empowered the working class to participate in fashion and express themselves through clothing. Consequently, the exclusivity and rarity of clothing as a status symbol began to diminish. Yet, how enduring will this democratization prove to be?
Moreover, the democratization of fashion brought forth another remarkable development—the emergence of the fashion designer as a recognized profession. In my opinion, this evolution can be attributed to two primary factors: Firstly, people's growing desire to break free from elite-driven trends and cultivate their own unique fashion identities. Secondly, the increased demand for clothing necessitated the expertise of designers, seamstresses, and other professionals to fulfill consumers' desires. The events of the 19th century marked a significant paradigm shift in the fashion industry, transforming it into a more inclusive and accessible form of self-expression for individuals from diverse backgrounds.
Moving forward, in the 20th – 21st century, another phenomenon emerged that significantly bolstered fashion's role in defining social status—a phenomenon that continues to hold sway today, enduring numerous transformations yet retaining its profound impact: streetwear. Originating in the 1970s to 1980s as a way of self-expression for youth and various subcultures like hip-hop, skate, and punk scenes, streetwear swiftly evolved into a symbol of status. What distinguished streetwear, in my view, was its association with authenticity and exclusivity. Unlike mainstream clothing, streetwear was not readily available in conventional retail outlets. Instead, it was often sold in limited quantities or through independent stores, enhancing its allure. Collaborations between fashion brands and streetwear designers further heightened its exclusivity.
The twentieth century's democratization of fashion facilitated streetwear's accessibility to a wider audience. With the advent of mass production, streetwear began to be manufactured on a larger scale and stocked in mainstream retail stores. Moreover, the twenty-first century witnessed the pivotal role of social media in propelling streetwear to the forefront of social status. The Internet and social media platforms facilitated the global dissemination of streetwear culture and trends, amplifying its appeal. Beyond its association with contemporary youth culture and subcultures, streetwear's emphasis on exclusivity, limited editions, and collaborative ventures rendered it highly coveted, solidifying its position as the unrivaled monarch of social status.
This journey through the past and present highlights the enduring relationship between fashion and social prestige—a bond that continues to flourish more vibrantly than ever. Fashion has always been a defining force in shaping social status, driving its evolution over time. Looking ahead to the future, I foresee this affinity to strengthen even further. I envision social prestige playing a pivotal role in driving the mainstream adoption of digital fashion, a certainty underscored by the profound significance people place on standing out and garnering attention through their attire.
In the physical realm, as mentioned earlier, fashion remains a key influencer of social status, albeit in varying forms. However, I've begun to notice a trend among the youth, who I believe are the primary participants in this "game." Many of their garments look similar, yet are not identical—perhaps the same pair of sneakers or hoodies but in different colorways. Moreover, there's a consistent pattern of showcasing these outfits and garments on social media platforms first, even before purchasing them or wearing them out in the physical world. It seems we've reached a point, albeit intangible, where the opinions of followers on platforms like Instagram and TikTok carry more weight than those of individuals in their close physical surroundings.
Considering these previous factors, I firmly believe that people will increasingly yearn for something truly distinctive, striving to set themselves apart even more and craving exclusivity. This is where digital fashion becomes desirable. Digital fashion offers the allure of acquiring and flaunting a garment that is utterly unique, and impossible to replicate by anyone else. It promises individuality and accessibility in unprecedented ways—no longer is making a fashion statement confined to spending hundreds or thousands of dollars; it can be as affordable as a few dollars. This affordability renders digital fashion more inclusive and impactful. People can now exhibit different facets of their individuality more frequently and affordably, captivating their digital audiences. Witnessing diversity, self-expression, and an elevated sense of distinction is what, I believe, will draw people toward digital fashion. The novelty of digital fashion generates excitement, fueling the desire to accumulate more pieces as a means of ascending the social hierarchy.
However much we may envision this shift occurring mainly in the digital realm, I foresee digital garments transcending into physical environments through the capabilities of AR technology. While it may take a bit more time, it's inevitable. My reasoning stems from the fact that people desire digital garments to appear as authentic as physical ones—they seek a 1:1 parallelism in dynamism, and though we're nearing that point, there's still a bit to go. Whether it's through AR filters provided by garment creators or garments embedded with tags triggering AR experiences, the integration of digital fashion into physical spaces will become seamless. This integration will, in turn, roll back to social media platforms, amplifying the visibility and allure of digital fashion.
While I would also consider the potential of VR technology, I believe the adoption of digital fashion, and the role social prestige plays in it will outpace that of devices like Apple Vision Pro.
Furthermore, my belief in the influence of social prestige on digital fashion’s adoption is strengthened by the visible trend of people purchasing garments from retailers like Farfetch solely for capturing a photo with the garment before returning it. These transactions are likely to be supplanted by digital fashion, offering a more cost-effective and efficient solution for both parties involved while still achieving the desired impact on social prestige.
As I've emphasized throughout this piece, while numerous factors may influence the adoption of digital fashion, I firmly believe that social prestige will be a primary driver. While this may not unfold exactly as foreseen, considering the past, present, and future trends, this dynamic seems most plausible to me. However, the exact moment of widespread adoption remains uncertain. I envision a gradual progression, punctuated by moments where digital garments or activations receive significant attention, hastening their mainstream acceptance.
To conclude this exploration of fashion and social prestige, I foresee the concept of “phygitals” becoming more prevalent and playing an essential role in making people used to and aware of digital fashion. And as this happens, we'll undoubtedly need a new term (I, for one, couldn't endure hearing many people saying it once it goes mainstream). These "phygitals" serve as the bridge between the physical and digital realms, fostering awareness—whether conscious or subconscious—of the potential of not just digital garments, but even what people regard as fashion itself. Through these hybrid products, people will grasp the duality of their identity and the tangible nature of digital garments. They'll learn how to navigate the ladder of social prestige in both realms simultaneously, eventually focusing on the one that holds greater significance for them, which for many, is the digital one.
I would like to conclude this piece suddenly, as I hope it will ignite reflection not only on the future of fashion but also on society itself. However, as this isn’t something I particularly enjoy, I would like to leave you with just a few more words, two pieces of art, and two beautiful artists.
Digital fashion presents an opportunity to redefine not only our wardrobes but our very essence. And just as our essence transcends any singular aspect or the most apparent association, I leave you with the timeless words of Coco Chanel: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street. Fashion has to do with ideas, the way we live, what is happening.”
Lumina Arbor
Lumina Arbor is a piece inspired by contemplation of the darkest times I’ve endured. It serves as a reflection on the enduring resilience of the human spirit amidst life's trials.
I aim for this piece to stand as a poignant reminder of the inherent strength found in simplicity and steadfastness. Despite the encompassing darkness, the tree stands unwavering—a beacon of resilience and perseverance. There is intent behind the tree's lack of adornment or opulence; it symbolizes that true strength lies not in external beauty, but in inner fortitude.
Through Lumina Arbor, I invite you to ponder your own capacity for resilience and hope in the face of adversity. Let it remind you that “In the depths of darkness, the light of resilience shines brightest, illuminating the path to hope and renewal.”
May this piece serve as a source of solace and inspiration, guiding us toward brighter days ahead.
Aoife O'Dwyer
Since delving into the Web 3 space, I've encountered five artists whose work has stirred emotions within me like never before, leading me to explore uncharted territories and connect with myself on a deeper level. Their creations evoked sensations that I hadn't experienced with any other artist or artwork before. I believed they were the pinnacle, until one day on Lens, I stumbled upon Aoife. Her art, characterized by rich colors and intricate detail, captivated me in ways I hadn't imagined. It ignited a flame within me that only art can ignite. Aoife is a remarkable artist, one whom I'm grateful to have discovered. Each day, when her art graces my feed, I take a moment to disconnect from everything and immerse myself in the little journey her work takes me on.
I invite you to follow her, whether on Lens or Twitter, as I believe her name and art will resonate deeply in the future, captivating the souls of many. If you wish to explore more of her art beyond what's seen on social channels, please feel free to join this captivating world.
Ellis
Ellis embodies the celebration of diversity and individuality, reminding us that each person is a unique masterpiece waiting to be discovered. With eyes as windows to the soul, Ellis invites us to embrace the beauty found in every individual and the kaleidoscope of experiences that shape us. Through her inquisitive gaze, we are reminded of the collective richness found in our diversity, where every perspective adds a vibrant hue to the canvas of humanity.
Internet Fase
He was one of the first artists I followed when I joined the Lens ecosystem in January last year. What intrigued me about him was a series he had started called #BOTW (Beat of the Week), in which he blessed us with a new beat every single week for the entire year! It was an initiative that seemed easy on the surface but was undoubtedly challenging, which made me admire and appreciate him even more as a person, beyond just his artistry.
I resonated deeply with his music and felt a strong connection to it. Although #BOTW is no longer active, he continues to release music consistently within Lens, and what's even better is that he involves his community in the process—be sure to join the garden to understand what I mean.
I encourage you to follow Fase, as I consider him to be the one behind one of the most iconic and successful initiatives in Lens' history (past, present, and future), and as I believe this talented producer has many surprises in store for us in the future. On Lens, you'll have the opportunity to discover his music as well. Prepare not just your ears but also your souls, for you're about to embark on some exhilarating journeys.
Thank you for reading!
Have a great day!
Eduard🌹
