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Kept on Wikipedia:DRESSX

From EverybodyWiki Bios & Wiki





DRESSX is an American digital fashion company founded in 2020 by Daria Shapovalova and Natalia Modenova in Los Angeles, California. DRESSX is considered to be the largest retailer for digital fashion..[1]. The company provides a solution for dressing 3D fashion garments on pictures and videos[2][3]. In August 2021, DRESSX launched its first AR fashion app[4].

History

DRESSX was founded in August 2020 in Los Angeles by female founders Daria Shapovalova and Natalia Modenova who previously worked together on a number of fashion-related projects across Europe[5]. Julie Krasnienko, ex-Marketing and Business Development Director at Looksery, joined the team as a Head of Product. The company was created to address the fashion industry’s sustainability problem, offering digital clothes to substitute physical garments in content for social media[6], gaming and beyond. Instead of owning a physical garment, the customer pays for screenwear - 3D clothes that can be digitally dressed on the customer’s photos and videos[7][3].

In July 2021, the company announced a $2 million raise in a Seed round led by The Artemis Fund and Alpha Edison [8][9].

Technology

DRESSX operates using image/video processing technologies for 3D fashion creation and digital dressing. The platform implements ML algorithms for body recognition and pose detection, render engines, CGI engines, augmented reality technology for generating digital clothes and for digital dressing.

DRESSX AR fashion camera app

In August 2021, DRESSX launched an augmented reality (AR) fashion app[4]. AR fashion refers to 3D garments and accessories that can be automatically applied on real-time photos and videos of a person[10][11]. Unlike static digital dressing on photos, AR fashion adjusts to the person’s movement in real time and looks realistic on the videos. The DRESSX app offers a library of AR outfits from traditional and 3D fashion brands, including Balenciaga[12], Fendi, Miss Sohee, The Fabricant etc.

NFT Marketplace

In March 2022, DRESSX launched its own NFT Marketplace for digital fashion wearables. To date, DRESSX Marketplace hosted NFT drops with the luxury brand Jason Wu, featuring the 2009 Inaugural Ball dress of the First Lady Michelle Obama[13][14]; American label Dundas[15]; English artist Aluna (more famous as a part of electronic music duo AlunaGeorge), and more.

Brand Collaborations

DRESSX has partnered with numerous companies in fashion and tech space. The company launched a digital editorial campaign with the fashion retail platform FARFETCH, digitizing garments by Off-White, Balenciaga, Palm Angels, Dolce & Gabbana, Khaite and Nanushka[16]. DRESSX also collaborated with Dior to digitize a collection for the L’Officiel Vietnam September issue cover[17], and with Balenciaga to create an augmented reality version of the haute couture dress for the cover of Vogue Singapore[18].

DRESSX partnered with the social media giant Meta, dropping the collection of digital wearables for Meta Avatars Store[19]. DRESSX digital fashion is also available to wear on the gaming platform Roblox[20].

Sustainability

DRESSX issues sustainability reports, calculating its ecological impact and comparing the environmental costs of physical and digital production. The DRESSX first digital sustainability report was presented at the company’s Fashion Tech Summit: Sustainability and the Digital World in January 2021 with the speakers from Ellen MacArthur Foundation, United Nations Environment Programme (UNEP), Fashion for Good, No More Plastic and more[21].

DRESSX is a part of the Ellen MacArthur Foundation community[22].

Media and Awards

DRESSX appeared on the covers of L'Officiel USA[23], L’Officiel Vietnam[17], L’Officiel Ukraine[24], Haute Living[25] print issues and others. DRESSX founders were named America’s Greatest Disruptors by Newsweek[26], while the company received an award as FastCompany’s Next Big Thing in Tech[27]. In 2022, DRESSX became a finalist of the LVMH Innovation Award[28]

References

  1. ↑ Hirschmiller, Stephanie. "Digital Fashion Brand DRESSX Joins Balenciaga, Prada And Friends At Meta's Avatar Store". Forbes. Retrieved 2022-09-29.
  2. ↑ Conti, Samantha; Conti, Samantha (2021-11-05). "WWD CEO Summit: DressX Offers a Wardrobe for the Digital Screen". WWD. Retrieved 2022-09-29.
  3. ↑ 3.0 3.1 Friedman, Vanessa (2022-01-20). "What to Wear in the Metaverse". The New York Times. ISSN 0362-4331. Retrieved 2022-10-13.
  4. ↑ 4.0 4.1 Moore, Booth (2021-07-28). "Shopping for Digital Fashion? There's a New App for That". WWD. Retrieved 2021-10-09. Unknown parameter |url-status= ignored (help)
  5. ↑ Roberts-Islam, Brooke. "How Digital Fashion Could Replace Fast Fashion, And The Startup Paving The Way". Forbes. Retrieved 2021-10-09.
  6. ↑ Street, Chloe (2021-05-05). "None of these clothes are real, can you tell? Why the future of fashion is virtual". www.standard.co.uk. Retrieved 2021-10-09.
  7. ↑ "Is digital clothing the future of fashion?". Dell Technologies. Retrieved 2022-09-29.
  8. ↑ "Digital Fashion Player DressX Raises $2 Million". The Business of Fashion. 2021-07-06. Retrieved 2021-10-09.
  9. ↑ Stengel, Geri. "Digital Fashion Broaden Clothing Options While Saving The Planet". Forbes. Retrieved 2021-10-09.
  10. ↑ McDowell, Maghan (2021-07-26). "Why AR clothing try-on is nearly here". Vogue Business. Retrieved 2021-10-09. Unknown parameter |url-status= ignored (help)
  11. ↑ Sestino, Andrea; Guido, Gianluigi; Peluso, Alessandro M. (2022), Sestino, Andrea; Guido, Gianluigi; Peluso, Alessandro M., eds., "The Interplay of Consumer Innovativeness and Status Consumption Orientation When Buying NFT-Based Fashion Products", Non-Fungible Tokens (NFTs): Examining the Impact on Consumers and Marketing Strategies, Cham: Springer International Publishing, pp. 63–75, doi:10.1007/978-3-031-07203-1_6, ISBN 978-3-031-07203-1, retrieved 2022-10-13
  12. ↑ "You can now try on the couture dresses Gemma Chan is wearing on the cover of Vogue Singapore's 'Eternity' issue". Vogue Singapore. 2021-11-09. Retrieved 2022-09-29.
  13. ↑ "Jason Wu Releases Wearable NFT Gown With DressX". www.businessoffashion.com. Retrieved 2022-09-29.
  14. ↑ Richford, Rhonda; Richford, Rhonda (2022-07-13). "Jason Wu Launches NFT of Michelle Obama's Inaugural Gown". WWD. Retrieved 2022-09-29.
  15. ↑ "DUNDAS partners with DRESSX on Grammy Awards red carpet NFTs". R2W. 2022-04-06. Retrieved 2022-09-29.
  16. ↑ "Farfetch teams with DRESSX for pre-order collection campaign". Retail Technology Innovation Hub. Retrieved 2022-09-29.
  17. ↑ 17.0 17.1 "Kỷ nguyên mới của thời trang: L'OFFICIEL Vietnam trong thế giới của công nghệ". L’Officiel Vietnam | The Fashion Revolution (in Tiếng Việt). Retrieved 2022-09-29.
  18. ↑ "You can now try on the couture dresses Gemma Chan is wearing on the cover of Vogue Singapore's 'Eternity' issue". Vogue Singapore. 2021-11-09. Retrieved 2022-09-29.
  19. ↑ Hirschmiller, Stephanie. "Digital Fashion Brand DRESSX Joins Balenciaga, Prada And Friends At Meta's Avatar Store". Forbes. Retrieved 2022-09-29.
  20. ↑ Zwieglinska, Zofia (2022-04-15). "Exclusive: The first pure-play digital fashion brand DressX launches collection on Roblox". Glossy. Retrieved 2022-09-29.
  21. ↑ "Fashion Tech Summit 2021 Cheat Sheet: "Reduce, Reuse, Recycle" And Much More". Voir Fashion. 2021-01-25. Retrieved 2021-10-09.
  22. ↑ "A digital-only, multi-brand fashion platform: DRESSX". ellenmacarthurfoundation.org. Retrieved 2022-09-29.
  23. ↑ "L'Officiel partners with DRESSX". L'Officiel USA. Retrieved 2022-10-13.
  24. ↑ "Цифровая реальность: Съемка L'Officiel". officiel-online.com (in русский). Retrieved 2022-10-13.
  25. ↑ "Megan Kaspar Innovating the Fashion Industry Through Blockchain". Haute Living. 2022-01-12. Retrieved 2022-10-13.
  26. ↑ "America's Greatest Disruptors: Fun & gamers who are using playful technology to push the edge of what's possible". Newsweek. 2021-12-15. Retrieved 2022-09-29. |Authors list= missing |1= (help)
  27. ↑ "Next Big Things in Tech 2021". FastCompany. 2021-11-21.
  28. ↑ Hirschmiller, Stephanie. "LVMH Innovation Award 2022 Finalist DressX Wants To Be The Google Cloud Of Digital Fashion". Forbes. Retrieved 2022-09-29.


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