Why is our creativity boosted by new technology?

Because new technology has become a new lens through which we can see the world differently.

And where play has become a work? In Digital Fashion!

Alexander Rauser, CEO of Prototype, a digital strategy agency, defined that creativity “come[s] from observing the world, interpreting it and bringing us new concepts and ideas,” while technology has become a new lens through which “to see the world differently [and] access information…”. What exactly does that mean in today’s changing world? What kind of “lens” are we referring to?

It is important to highlight the different tools that have emerged through technology, such as 3D printing, digital content creation and other forms of digital interaction, which give us the chance to explore new things and to express ourselves in various ways. Through the advancement of technology, ideas (which may have once existed within our minds) can now be set free and come to life in the physical world. We now have the necessary tools for greater possibilities and more innovative solutions.

And that’s why we can say that technology does not suppress creativity, in fact, technology enhances creativity. And we can go further and ask ourselves: Where can new technology possibly meet creativity? And what exactly happens?

Creativity, innovation and technology could come together in the metaverse. Although the term appeared for the first time in 1992 in Neal Stephenson’s novel Snow Crash, it was Mark Zuckerberg, CEO and cofounder of Meta (formerly Facebook), who brought it into the mainstream in 2021. Since then, the virtual space has hosted all kinds of events, such as virtual concerts, and has become a place where many companies have launched entrepreneurial ventures and worked on creative projects. The metaverse, therefore, represents an opportunity for companies to connect with new audiences and carry out different activities that add value through creativity and innovation. In January 2022, for instance, the Prado Museum transferred its works into the metaverse via their own island in the Animal Crossing: New Horizons video game.

Now, we can ask the questions: If work isn’t becoming play; play is becoming work? Do I want to bring everything I do in my free time to work with my avatar, dragging all my other interests and relationships along with me? Do I want to turn my leisure activity into a small business? And do I want to spend even more of my life online? Or has my online life supplanted my humble one in the physical world?

And if I spend more and more time of my life online, what about clothing? Jan Werich said that clothing makes the man. True. But how does it work in the online space? In this online world, creativity, innovation and technology come together and this merge takes the form of digital fashion.

The fashion industry has always been known for its innovation and ability to adapt to changing times. In recent years, we’ve seen an increase in the use of technology in the fashion world, with the rise of wearable tech, smart fabrics, and 3D printing. One of the latest trends in fashion technology is digital clothing.

Digital clothing, also known as virtual clothing or digital fashion, is clothing that exists solely in a digital space. This means that the clothing is not physically made or worn, but rather is created using digital design tools that can only be worn digitally or virtually. Digital clothing is created using 3D software, and can be customised to fit different body shapes and sizes. The clothing can be seen in digital form through augmented reality (AR), and virtual reality (VR) technology.

What does the praxis look like?

British fashion brand Burberry has collaborated with video game Minecraft to release a collection of in-game clothes, a playable „Burberry x Minecraft universe“, and a range of limited-edition physical garments. „Comprising of an in-game adventure called Burberry: Freedom to Go Beyond, the collaboration allows consumers to both physically and digitally immerse themselves in a distinctly Burberry x Minecraft universe.“ So the haute couture and the fashion industry have entered into the gaming industry, and we have only just gotten started.

Sportswear brand Nike has announced its acquisition of RTFKT, a digital design studio producing trainers and other collectibles that can be worn across different online environments. „This acquisition is another step that accelerates Nike’s digital transformation and allows us to serve athletes and creators at the intersection of sport, creativity, gaming and culture,“ said Nike CEO and president John Donahoe.

Digital fashion retailer DressX joined Meta’s Avatar Store. The brand has joined the likes of Balenciaga, Prada, and other big names in the luxury fashion industry by creating a digital fashion marketplace where users can shop in an immersive virtual space.

Virtual clothes worn by avatars are becoming more important than real garments to many users of the online gaming and social platform Roblox, said Christina Wootton. „On Roblox people actually put [digital] items on their avatars, walk around and meet friends, that’s part of their day-to-day. People are using this online identity as an extension of their physical self,“ she said.“It’s really important to them how they’re represented in online space, especially with Gen Z,“ she added. „You can push the creative boundaries so much with digital fashion – you can have fire coming from your outfit. You can really do things that you can’t do in the real world.“

And the digital fashion world offers „equity of opportunity“. Digital fashion house The Fabricant has launched an online design studio in which users can create exclusive virtual garments to trade and wear in the metaverse. According to The Fabricant, it was developed to enable „anyone to become a digital fashion designer“ and create clothing with leading brands and creatives. It is also „key to The Fabricant’s mission to create the wardrobe of the metaverse“. However, only one version of each garment can be made – meaning each piece will become „highly valuable digital couture“. Once complete, each piece is minted as an NFT with the user behind them credited as co-creators with the designer of the master garment. Royalties from sales are then equally split between everyone involved in its creation. It will also allow „non-tech-savvy fashion fans“ to easily create digital fashion garments without the need for knowledge of 3D design software. „In the digital fashion world, there are no predetermined centres of fashion where you have to be present in order to participate, there’s equity of opportunity and no one owns the space,“ The Fabricant said. „Our audience are co-creators right alongside us.“

We could call all these new things a revolution in the fashion world. And we could also think about… what will be next?

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