was the gift of freedom for pop star britney spears, after her fans kept up the pressure with a hash tag free brittany, her conservatorship was saw, her father control her fortune, and her life was ended in port and it's sit for now coming up next our tech show shift looked at how that had them . it has given digital fashion, a big boost. stay with us for that and you can stay up to date on our website at d, w dot com from social media. the handle you need is at the w news. thanks your company. i'm next closer to watch. oh, where i come from? we have to fight for a fight breath and was born and raised in the military dictatorship with just one

tv channel and a few newspapers with official information. as a journalist, i had work on the trains of many cameras, and the problems are always the same for do, fortunately, the quality a lack in the freedom of the press. corruption, we can afford to stay silent when it comes to the defense of the human from seaman . why do fools, who have decided to put their trust enough? my name is jenny perez and i work at b. w ah . and shift special on digital fashion clothes that exist only virtually a number of designers are creating clothes, exclusively tailored to computers. digital fashion is revolutionizing the way we

can present our virtual cells noon. deceptively genuine looking silk and leather digital fabrics and designs are posed to radically change an entire industry. what we've seen now in session industry, i believe, is very much a repetition of what has been already there. i believe that within the digital world biased is whole frontier that we haven't discovered yet. fashion designer, amber j slot, and co founded the digital design studio. the fabrication in amsterdam with a team spread across the world. the company creates designs and visualizations for big brand, completely digitally. only

now you can actually simulate what it is like to for us to move. so you say, oh, i want to silk. it will calculate what this sort of move like and what it does. and with that for the 1st time, you're able to create carmen before ever needing to have them in real life. and we even go a step further than that. we say we never really need cause in reality anymore. because we think there's enough in terms of environmental impact, the fashion industry is one of the world, major polluting industry. as a question designer, i felt a huge responsibility to do something you know about their situation because they couldn't no longer continue. and i felt like i had nothing to bring with more clothes. so how can you know back then i would started questioning like how can we still create stuff without having to use all of these materials. and that's when i

run into reading software. it was while studying at the amsterdam fashion institute that floatin decided she would no longer make physical clothing and physically to touch it, you need to feel it. and to me, it has never been about that. it has always been about identity, which is the deeper aspect of it. and whether you express that bio gord digital, it is still identity and it has its shape and purpose. choose sustainable consumption and up cycling support. the move toward less has more, but production of superfluous garments needs to stop, even if it's unrealistic to imagine giving up clothes completely digital fashion could be part of the transformation. ah, in 2019 the fabricate, provided a glimpse of how this could look. at an option,

this exclusively digital dress was sold for over $8000.00 euros using the block chain. who's the buyer now owns an image of his wife wearing the dress. but why pay so much for something that doesn't even physically exist? a lot of times the value of a digital product is not seen as highly as that of a physical while in games, if you are the 1st one to collect this one super item, there's actually also value. so i think we're currently trying to define what value means in digital fashion, digital clothing and video games, so called skins are already generating millions and sale. is this what our digital selves might look like in the future? today there are already labels that offer fashion for our digital identities. the clothes are tailored to fit and individuals body,

but without using any resources. who's the brands like hold out, are already selling digital video for 40 euro's science, text, fashion house or bobo created this feather dress and diamond necklace. at the 2021 london fashioned week, the designers presented their 1st digital ready to wear collection. this is still very much in his infancy. you can get some mindset shift that he happen. amber, j slow trans goal to have digitally dressed at least 10000000 people by 2025. ah, 3 d design, artificial intelligence and augmented re ality have allowed the world of fashion to shift from the physical to the digital world.

many famous brands are already starting to show their physically existing clothing and digital realm. italian high and labeled gucci presents designs and a game setting including the popular video game, the simps ms. omar jealous, winter collection was presented in animal crossing. ah, louis we tom designed clothes for league of legend and valencia aga presented its collection in a digital 3 d show room in times of the corona pandemic, digital space is, are becoming increasingly important as an alternative to live fashion shows, ad london fashion we visitors could browse new collections and augmented reality shops or delve into the fashion world of british designer. richard quin this a, our experience on instagram, which replaces conventional fashion shows,

was created by the london institute of digital fashion. you haven't called limitations about physical well, you can really speak to your audience in a new way. that means that it's beyond clothing, you deliver your brand universe, they're looking to break new ground to day technology opens up a range of new possibilities. and social media allows the fashion industry to address customers directly to influence consumer behavior and to set new trends. we had billboards that were wrapped around london scan, that knit he straight to a digit. if i am, which means on your fine, when you look into that, you will wearing the garment and that was extraordinary to see people on the buses,

people, you know, walk in the street, all of the sudden, in performance, you know, like the, the models on the catwalk, according to the german business data platforms that he sta. 2.4000000000 people will be using augmented reality around the world by 2023. david riper, it helps fashion brands develop and implement a are elements. he says, the fashion labels are increasingly interested in reaching younger users online. they have been using the phone all their lives. they're interacting with content, they're willing to gaming. so those luxury bronze and fashioned bronze have to be talking to the audience and go where they are, which is less and less physical, retail and more and more digital on entertainments and e commerce. and that's how virtual fashion could bring the digital and the physical world together.

digital models even compete with real models and influencers, top fashion labels are increasingly interested in working with these new stars. they look beautiful and can be booked for several jobs simultaneously. but they're not real people. digital models like shoe do, graham created in britain or no, nobody who hails from germany have been causing a stir in the fashion and influence are seen in the possibilities. are endless about that. i can portray her under water. i can have her dancing on a volcano. i can put her on a planet. that's what makes it so fascinating. unit of munich based, graphic designer yog, zuba, created none during the manga style avatar made her 1st public appearance in 2018 ford. zuba nunnery is more than just a digital model. he's given her

a back story. she's 21 and lives in paris. your tube are really struck at hort nori is currently europe's most successful virtual model on instagram fashion power houses like versace, theat, remove glare, or tommy hilfiger have booked her for ad campaign. international top models like naomi campbell and heidi gloom have voted with her british fashion, photographer, and 3 d artist cameron. james wilson has also set his hopes on digital fictional characters. his agency, the digitals only works with avatars. his 1st creation was schoo do. graham, a deceptively real looking figure that attracted world wide attention in 2017. when i 1st posted to do online, i posted it to facebook and i had no idea what was going to happen. everyone was asking me like, who is shooter, who is shooter?

and, and it just, it just grew and grew from there. you know a lot about some people shad tire bank shad alisha key shad it lots of famous famous accounts were sharing this image to do might not have a fictional biography but enjoys enormous success online together with other digital models that she appears in a social media campaign for french luxury fashion house, but mom one of the great benefits of working with digital moles as you can send them anywhere in the world. and i think that is probably one of the best advantages, right now, although a 3 d is still quite expensive because doing a photo shoot for a fashioned spread with to do involves a tremendous amount of work. real models 1st stand in front of the camera and simulate her movements. then the human models are digitally replaced by pseudo, but she's rarely booked to take a virtual walk down the runway. it's incredibly difficult to animate she to on

because she so realistic we did do a show we did our ensure for miami swim week, and we produced a minute long presentation in collaboration with live by lobby by c k. swim. but a lot of the fashion brands, i think, that they're not really ready for the kind of level of 3 d that you know that i want to reduce but will digital avatars become serious competition for human models and influence? ers fashion editor, maria hun, still doesn't think so. it's unqualified. this is definitely an art form in its own right. and that's how i see it. i do think this is a lasting development. i text you, but i think that once pandemic restrictions ease, people will look forward to going out more talking to others and seeing close unreal people on a nash mentioned levin. but whatever the future brings digital models are here to

stay. ah, do you like it? do you want it? okay, then buckle up, put the pedal to the metal and let's ride with read next on d, w. oh .

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