2021.12.27

Creating the Digital Fashion Platform: DressX

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DressX is a digital fashion store based in Los Angeles, USA, offering a meta-closet featuring digital-only clothing, NFT fashion items, and AR looks. It proposes digital fashion as an alternative to clothing previously used a few times in content production and online meetings, then returned or discarded. The platform service allows users to select and purchase the digital clothing they want to wear and submit a photo, and then receive a new meta-look within 24 hours. Since August 2021, it started offering an app compatible with iOS, allowing users to try on AR looks within the app. In November, it was nominated for the 'NEXT BIG THINGS IN TECH 2021' program, which is hosted by FAST COMPANY and celebrates promising new technologies across various industries. The attention from around the world is now on DressX. We interviewed the founders Daria Shapovalova and Natalia Modenova.

Maintaining the Excitement of Fashion

From left to right: Co-founders Daria Shapovalova and Natalia Modenova, Wearing DressX

Can you tell us why you founded DressX?

DariaAfter 15 years in the traditional fashion industry, we desired to contribute to a substantial shift towards a more sustainable, affordable digital future. It is no longer a secret that the fashion industry is considered one of the biggest polluters in the world. The production and circulation of textiles and clothing are causes of environmental contamination such as water pollution, air pollution, and soil pollution, and overproduction and overconsumption of fashion items are main factors contributing to pollution. According to a study by Barclays Bank, the result is that 9% of customers in some developed countries purchase new clothes only to take photos for social media, and then return the clothes after taking the photo. We thought that while maintaining the beauty and excitement that physical fashion creates, there should also be a way to reduce its production volume, to produce more ethically, or not to produce at all.