With the fashion industry forever under scrutiny for lack of sustainability, the time for digital fashion is now.
Today sees the world of physical fashion embracing the virtual with luxury accessories retailer, Monnier Freres announcing an exclusive partnership with virtual fashion house, republiqe.
The partnership begins with twenty-four digital garments from Republiqe being available for purchase via the Monnier Frères website.
The virtual garments provide the perfect complement to the luxury accessory purchases, allowing fashion-conscious consumers to invest in slow fashion accompaniments to their more sustainable virtual garments.
Republiqe’s digital garments can be paired with accessories from Monnier Frères brands such as; Alexander McQueen, Burberry, Balenciaga, By Far, Marc Jacobs, Alexander Wang, and Off White.
James Gaubert, founder and Creative Director of republiqe stated, “We are very excited to be partnering with Monnier Frères. Our partnership allows both brands the chance to reach out to new customer bases, including those luxury shoppers who have never heard of virtual fashion. Even as little as 12-14 months ago, digital fashion was not as readily available as it is now, with virtual fashion perceived as something to be purchased for a video game character or avatar. This partnership signifies the first step for digital clothing becoming more mainstream as the lines between physical and digital blend farther than they have before.”
Monnier Frères conducted a never-before-done shoot around the city of Paris, shooting imagery of models with various accessories from the likes of Gucci and YSL, that republiqe then adorned with their virtual garments.
“This collaboration between a physical and digital fashion brand is a first. We at Monnier Frères are so happy to be making history by working with republiqe and giving our customers the opportunity to try a glimpse into the future of fashion for themselves,” Monnier Frères’ Buyer, Mathilde Vanini & CRM & Trade Marketing Manager, Baptiste Mouret.
Those interested in purchasing a virtual outfit can do so by visiting Republiqe Clothing (monnierfreres.com), selecting the outfit they would like to purchase, and sending in a photo of themselves.
Just 48 hours later, the team at republiqe will share the image of the fitted piece. Perfect to share on socials!
Customers are encouraged to share their newly adorned images using the hashtags #playwithmonnier and #digitalfashion.
Could these virtual innovations be the sustainability savior the fashion industry needs to survive?
Photography by: Courtesy Hexe Digital