Global payments platform Afterpay has partnered with brand experience agency Amplify to create Digi_Couture, Australia’s first piece of digital haute couture. A unisex digital fashion experience that enables attendees of Afterpay Australian Fashion Week to be photographed wearing the Animator Overcoat.
The Animator Overcoat was exclusively designed by iconic Australian designer, Toni Maticevski in collaboration with leading international digital fashion house, The Fabricant.
The Animator Overcoat was unveiled on the cover of Stellar Magazine. Worn by Australian model, Jessica Gomes, it marks the first time a piece of digital fashion has been featured on the cover of an Australian fashion magazine and one of only a handful in the world.
Afterpay’s Digi_Couture democratises the wearing of high end fashion garments, an experience which is usually reserved for runway models.
Guests have their photo taken by a professional fashion photographer, are digitally dressed in the Animator Overcoat by expert designers and receive an exclusive shareable asset of them wearing the piece.
Digitally dressing attendees in the Animator Overcoat is the team at DressX, a startup that offers virtual clothes that can be worn on photos as a substitute for buying physical clothes solely for content creation.
Made from code, not cloth and unconstrained by the boundaries of the physical world, the digital-only concept is intended to start a conversation about the creative and commercial role this technology could play in realising Afterpay’s vision for a future of fashion that is more accessible, inclusive and sustainable.
Co-CEO and co-founder of Afterpay, Nick Molnar, believes the Animator Overcoat is a timely representation of the future of fashion: “Digital fashion is here, and it is taking centre stage as accessible fashion, which is reflective of every individual, regardless of gender, age, sex or race.
“We see the digital fashion environment as an emerging avenue for all stakeholders in the industry, both creatively and in terms of its potential as a new market, fulfilling the needs and wants of the next-generation consumer, particularly with the recent boom of avatar dressing in gaming, NFTs and the rise of blockchain.
“As our first time as title sponsor of Afterpay Australian Fashion Week, we wanted to create an innovative concept that was uniquely different from anything seen in Australia before and believe we have done this with the help of Toni Maticevski and The Fabricant.”
Says Tim Baggott, creative director at Amplify in Australia: “This is our first collaboration with Afterpay and to have pursued such a wild idea with so many unknowns is a testament to their progressive values and commitment to Australian innovation. From our very first conversation with the team we knew digital fashion was a perfect and timely expression of their vision of future of fashion that is accessible, inclusive and sustainable. To get the opportunity to bring this experience to consumers at a major national fashion event is an absolute dream.”
As well as conceiving, designing and producing Digi_Couture, Amplify also designed and produced other elements of the AAFW guest experience, including the VIP lounge, The Quarter by Afterpay, the corporate box and afterparty.
The digital home for AAFW is www.australianfashionweek.com and @AusFashionWeek across Instagram and Facebook, and @AUSFW on Twitter, where fans may follow along through the official event hashtags #AUSFW, #AAFW and #Digi_Couture.