[TechUkraine&GIZ – UAcreativeindustries] DressX – the first international digital fashion multi-brand retailer

Digital clothes: the cutting-edge vision of fashion?

Meet DressX – the first international digital fashion multi-brand retailer that carries collections from most well-known contemporary brands, born in the physical world – and digital space. Founded in 2019 by Ukrainians Daria Shapovalova and Natalia Modenova, the DressX team introduces a completely new approach towards experiencing and consuming art. According to the concept, the digital fashion experience allows everyone to swap and change virtual outfits at a fraction of the price.

At the current stage of DressX development, the team aims to reimagine the industry, change the notion of traditional fashion processes, and show that some clothes can exist only in their digital versions.

The lockdowns accelerated DressX launch, and the website went live in July 2020 amidst the pandemic. The pandemic made more people grow their online presence, making them more prone to use digital fashion for content creation.

Being environmental advocates, DressX team researched and discovered that 9% of customers in developed countries only buy new clothes to make a picture for their social media. Production of a digital garment emits 97% less CO2 than production of a physical garment while also saving around 3000 liters of water per item. 

DressX is now working on the technology that will allow customers to try and wear digital clothes without additional iterations and in real-time. With the growing demand for online shopping and the absence of opportunity to try the piece before ordering  – the technology will undeniably find a huge response on the market.

Key achievements:

  • The first and the biggest marketplace of digital fashion with almost 800 digital looks currently available on DressX
  • The platform for talented 3D designers
  • The first report on Sustainability in Digital fashion at Fashion Tech Summit in partnership with the United Nations Environmental Program, Fashion for Good, and Fashion Revolution
  • Digital-only fashion shows and collaborations with the cult brands  
  • DressX Classic Art collections: the project merges classic art, modern creativity, and digital fashion, featuring the artworks of the world’s most famous and influential figures in art history: Vincent van Gogh, Paul Gauguin, Claude Monet.

Daria Shapovalova: “Our big goal is to sell a billion digital fashion items. We aim to replace at least 1% of the traditional physical goods (150 billion items of clothes are produced every year) with the digital alternative for the cases when consumers buy clothing for content creation or their online presence, like calls and online conferences.”

The motto of the DressX is “Don’t shop less, shop digital fashion.”

with Culture and Creativity, GIZ Ukraine


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