Digital Fashion Shopping? There’s a New App for It – WWD

LA-based digital fashion startup DressX has launched an app to make it easier for customers to try on and buy 3D digital clothing from its designer marketplace.

The multibrand retailer has also revealed an additional funding round, led by the Artemis Fund, securing $2 million to invest in technology, marketing and partnerships. This is the company’s fourth increase.

“The ultimate goal is to turn thousands of users into hundreds of millions,” co-founder Natalia Modenova told WWD.

Launched in August 2020, DressX claims to be the largest retail platform for digital specialty apparel, featuring more than 1,000 stock storage units by 100 designers including Patrick McDowell, Gary James McQueen, Fabricant and Paskal, as well as DressX private label pieces such as t-shirts and blazers with prints. galaxy art inspired by SpaceX and NASA.

The new app, now available in beta on the App Store, allows shoppers using their camera phones to try out for free in real time AR looks like a floral bucket hat with the DressX logo ($1) and a Clara Daguin-designed crinoline couture gown embroidered with sequins. glass and interactive LED constellation lights ($110).

As on the website, purchased digital displays can be custom-fitted by DressX engineers to digital photos within 24 hours. DressX also offers a subscription model.

Cofounders Modenova and Daria Shapovalova come to LA with 15 years of experience running showrooms and fashion events in Europe.

“We see a huge advantage being in the midst of the tech industry in California,” said Shapovalova, Zoom of WeWork. “We don’t make hardware products, but for AR, it’s a great hub because Snapchat is based here and so many celebrities are too.”

Since DressX started outreach in March 2020, more 3D designers have joined the platform, though none have the names Ralph Lauren or Michael Kors, for example – at least not yet. “We have also spoken with more traditional fashion brands, as we feel all brands will eventually have a new category of screenwear. That’s why we built this app,” said Modenova, adding that digital fashion will evolve beyond the fantasy and fairytale aesthetics that currently dominate.

DressX app
Courtesy

DressX clients seek affordability and luxury, the founders said, adding that exclusivity also drives digital fashion purchases. A unique dress from the NASA-inspired collection retails for $3,800, while the same dress in a different color but with unlimited availability retails for $35. The client base is 60/40 women to men, and mostly Millennials.

To be sure, digital specialty goods is a growing industry, from e-sports and game skins designed by Louis Vuitton, Moschino, and more, to the latest fashion players in NFT gaming including Gucci, Burberry, Ben Sherman, and Nick. Graham. Markets such as DressX, The Dematerialised, and 3DRobe have emerged to cater to customers looking to purchase the novelty of digital wearables, and the sustainability angle.

DressX also offers several value-added opportunities for designer partners. For example, the founders have worked with Lunya activewear and Buffalo London footwear on marketing campaigns, creating digital outfits for influencers. “Instead of sending samples to 100 influencers, producing samples, paying for shipping, not to mention the carbon footprint, brands are providing influencer photos that we wear digitally,” explains Shapovalova.

In April, DressX worked with designer Gary James McQueen, nephew of the late Alexander McQueen, to bring his “Guiding Light” runway collection digitally and to buy in real time on DressX.com, and the DressX virtual store in the Metajuku district of Decentraland, the platform. 3D virtual reality powered by the Ethereum blockchain.

“We don’t want to conquer physical fashion brands, we want to show them how we can help and how to make money for the digital world,” said Shapovalova, adding that DressX will launch more partnerships with blockchain companies in the future.

“We want to make fashion affordable, inclusive and available to everyone,” he said, predicting that digital fashion will one day become a $1 billion industry. “You can wear a single outfit on Google Meet, in TikTok videos, and in games — we just need to create that link and DressX is here to navigate how the fashion of the future will look across all kinds of multiverses.”