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A clothing brand that only exists virtually, meaning customers never actually have the item in their physical wardrobe, is selling a shirt for $699 (£530).
It might sound like the stuff of science fiction, but Tribute Brand has been featured in Vogue magazine for its groundbreaking designs, which use GCI modelling and UX design.
The brand is currently selling 12 items of “contactless cyber fashion”, including the $699 (£530) green lace and black latex Zezy shirt, alongside more affordable items like a black shiny coat for $29 (£22) or metallic pink trousers with a mermaid tail, also for $29 (£22).
There is also a $29 (£22) gold bow lame bow dress that channels early Lady Gaga looks.
Despite the items only existing in the digital world, they are still sold as limited edition, with each item limited to 100 pieces with no reissue (the Zezy shirt is limited to just three copies).
The website for the brand, which is based in Zagreb, Croatia, says: “We strongly believe that digital clothing is the future we should embrace.
"With no need for physical deliveries and production, it is available without restrictions for gender, sex or size."
It encourages customers to “transfer their identity to [a] virtual area” meaning that the items you buy will then only be available for you (or your avatar) to wear online – perfect for people who want a new outfit every time they post to Instagram.
Once a customer buys the clothes, the team will then take between three to five hours to blend it on to photos you submit at the time of purchase.
You will also reportedly get a “digital certificate” as proof of owning the digital product.
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Photo by Darren Gerrish/WireImage
All the stars on the front row at London Fashion Week February 2020 Eve The rapper donned a Christopher Kane 'Techno Sexual' T-shirt for the fashion show, completing her look with a frilled skirt and cut-out heeled shoes.
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All the stars on the front row at London Fashion Week February 2020 Alexa Chung The fashion designer took heed of the oversized sartorial trend, opting for a large black blazer and black kitten heels.
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All the stars on the front row at London Fashion Week February 2020 Sinéad Burke The writer and activist wore a floral skirt and black top for the Christopher Kane runway, layering with a tan overcoat and accessorising with a pair of red, suede heels.
Photo by Darren Gerrish/WireImage
All the stars on the front row at London Fashion Week February 2020 Sheila Atim The actor and model oozed glamour in a black frilled dress, adding a burst of colour with a red lip.
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All the stars on the front row at London Fashion Week February 2020 Sinéad Burke and Sheila Atim The pair posed together as they sat at the Christopher Kane show.
Photo by Darren Gerrish/WireImage
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All the stars on the front row at London Fashion Week February 2020 Sheila Atim, Jessie Ware and Maxim Magnus The actor, singer and model were sat together at the Christopher Kane show.
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All the stars on the front row at London Fashion Week February 2020 Derek Blasberg, Zawe Ashton, Naomi Ackie, James Norton, Imogen Poots and Alison Sudol The stars made for a fashionable ensemble as they were captured taking their seats for the show.
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DANIEL LEAL-OLIVAS/AFP via Getty Images
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Getty Images for Oh Polly LTD
Tribute Brand told Vogue magazine that they were inspired by games like Sims and Grand Theft Auto when coming up with the idea for the company. They also want to encourage more sustainable consumption – after all pixels are zero waste when you don’t need any textiles.
The designers also want to create “a decrease in demand for new items”, as well as moving away from the usage of physical clothes.
Tribute Brand is in the early stages of development and is welcoming all brands, stylists, 3D creators, magazines, photographers, to join them in a collaboration.
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