New Takes on Digital Fashion: Ethical Style Options, or Scammy?


Composite image by the author.

Heaven Golladay, Digital Lifestyle Reporter

Technology and fashion are things that have gone hand in hand for decades; currently, cutting edge social media fashion advisors have been going from TikTok to Vogue, and that’s just the beginning of the impact. There are however, some questionable attempts at trends on social media, one of them being digital clothing. 

DressX Digital Fashion

DressX is a digital fashion company that collaborates with recognizable designers to create a digital copy of their latest designs in the form of simple, still, three-dimensional add-on photoshopped onto an image of yourself or the ‘living fabric’ pieces that show the work moving as well. Some can be $10 while others are $80, which have a few people critical of the company.

“This has to be a marketing plea to get attention and then drop something big. I refuse to believe this is real,” said a user on the company’s TikTok page.

“Completely overpriced,” said another user.

The company defends this by saying their main mission is to combat fast fashion that harms the environment by allowing people to experience the clothes digitally without contributing further to waste. As economic decisions go, it seems difficult to envision digital “clothes” replacing simple re-use like thrifting or consignment shops, for anyone who is genuinely interested in ethical fashion.

There are other obstacles with how some consumers view DressX products, one being that there are specific guidelines to make sure your image comes out nice, which of course makes it harder to use unique poses and lighting with their products. 

Despite the various critiques the company faces, they seem to be doing well and working hard towards their mission of sustainability. And during a pandemic, when physical shopping might not be the safest thing, they may yet have a business model.

Finesse Studios

Finesse is a retail company that varies from DressX in the fact that they do indeed sell physical products, however similarly to the aforementioned company, they use digital copies of their clothing for advertising purposes.

The establishment regularly holds ‘drop votes’ that allow consumer engagement with various digital designs they have created and have the public vote on what they prefer for them to sell, and then have them pre-order it. Therefore, the only products produced are ones that will be consumed and bought. 

There also of course is an economic benefit which shows this modern method is business-friendly.

Fashion enthusiast Sam Magaoay shared, “In my opinion, I really like Finesse’s method of making people vote and pre-order their merchandise before producing it in their warehouse, it is a great idea. It prevents the company from having a lot of overstock and also helps them save money.”

All in all, technology seems to allow businesses that one could have never imagined to exist, and they certainly create interesting and innovative products.