and if you should happen to be part of my new story in your part of the world, you can use that he w up to send us photos and videos of what's happening. and that's all for now. coming up next, our tech show shift looks at how the pandemic has given digital fashion a big booth. stay tuned for that. next. spicer coming up next is and you. cooper's mckinnon. thanks for watching. with

stay up to date. don't miss our highlights. the d w program on line d, w dot com highlights the battle against cove in the oma coon variant is putting healthcare systems around the world to the test . vaccination campaigns are accelerating while restrictions are intensifying once again. but are these measures enough to stop the spread of omicron, fax data and reports? you know, a weekly coban special every thursday on d, w, and shift special on digital fashion clothes that exist only virtually a number of designers are creating clothes, exclusively tailored to computers. did you fashion is revolutionizing the way we

can present our virtual vowels? ah, i deceptively genuine looking silk and leather. digital fabrics and designs are posed to radically change and entire industry. what we've seen now in session industry, i believe is very much a repetition of what it's been or is there. i believe that within the digital world, by this whole frontier that we haven't discovered. yeah. fashion designer, amber j float and co founded the digital design studio, the fabric, and in amsterdam. with a teams 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 i want to silk, it will calculate. but this sort of moves like and what it does and with that's the 1st time you're able to create carbon 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 in the, 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 this situation because it 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 start questioning like how can we still create stuff without having to use all of these materials. and that's when i

run into really 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 via or gord, digital, it is still identity and it has its shape and purpose. choose sustainable consumption and up cycling support. the move toward less is 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. in 2019 the fabric and provided a glimpse of how this could look at an auction. this exclusively digital dress was

sold for over 8000 euros using the block chain. 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 call back this one super item, this actually office value. so i think we're currently trying to define what value means. additional 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 identity, the close or tailor to fit an individual's body,

but without using any resources. brands like whole val are already selling digital hoodies for 40 euros science, tech, fashion house or holes created this feather dress and diamond necklace. at the 2021 london fashion week. the designers presented their 1st digital ready to where collection is, is still very much in his infancy. i think it's a mindset shift that has happened. amber, j slow tens, goal to have digitally dressed at least 10000000 people 520253 d design, artificial intelligence and augmented reality 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 ramp, italian high and labeled gucci presents designs and a game setting including the popular video game that simps ms. omar jealous winter collection was presented in animal crossing. ah, louis with home 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 at london fashion week. visitors could browse new collections and augmented reality shops or delve into the fashion world of british designer. richard quin this a, our experience instagram, which replaces conventional fashion shows,

was created by the london institute of digital fashion. you haven't called the limitations about physical well, you can really speak to your audience in a new way. that means that it's beyond clo, then 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 trend we had billboards that were wrapped around london scan. that knit he straight to a digital triumph, which means on your phone, when you look in your thigh and you were wearing the garment and that was extraordinary to see people on the buses. people, you know, walk in the street,

all of a 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 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 fashion 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.

ah, 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 up 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. in munich, based graphic designer yog zuba, created now new re 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. you have to have a really struck a chord 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 do?

and, and it just, it just grew and grew from there. you know, a lots and lots of people. shad tire bank shad alisha key shadow. 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 by the mob. 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 fashion 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 shoe do, but she is rarely booked to take a virtual walk down the runway. it's incredibly difficult to animate,

she do on because she so realistic. we did to a show, we did our and show for miami when week and we produced a minute long presentation in collaboration with lobby by lobby by c k. swim. but a lot of the fashion brands, i think that they're not really ready for that kind of level of 3 d that you know that i want to reduce but we'll digital avatars become serious competition for human models and influencers. fashion editor, maria hun, still doesn't think so. it's an quote for 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 think. yeah, but i think that once pandemic restrictions ease, people will look forward to going out more talking to others and seeing close unreal people i don't and mentions of in but whatever the future brings,

digital models are here to stay ah on the road with our travel super heroes. my mission is clear. you crushed iga and nicole, felicia explored germany. they dive in and they check everything out. there's a lot going on and about germany tried and tested with on d. w. ah, in every day counts

for us and for our planet. global ideas is on its way to bring you more conservation. how do we make seating screener? how can we protect habitat, what to do with them all our ways? we can make a difference by choosing smartness solutions over stains, said in our ways global ideas. the environmental series in global 3000 on d, w, and online with ah, ah, ah.