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Experimental digital fashion store arrives in London's Shoreditch

Shoppers in London’s Shoreditch will have an opportunity to sample a futuristic digital fashion experience at Protein Studios, this week.

Dubbed Hot:Second, the new temporary store will invite visitors to enter a pod where they can liaise with a digital tailor and virtually try on a range of fashion items – from streetwear to couture items – utilising mixed-reality technology.

There is a sustainability twist to the concept in that customers can only access the futuristic store by donating an unloved garment to the accompanying ‘Love not Landfill’ installation. Once this submission has been made, consumers will be presented with a token that can be used to start the digital experience.

Hot:Second is scheduled to take residence in east London from 19-21 November, and it is the work of founder, Karinna Nobbs, in conjunction with tech-led marketing agency Holition and 3D artist Emily Switzer.

Brands including The Fabricant, Carlings/VIRTUE, and Christopher Raeburn will appear as part of the digital fashion experience. But instead of purchasing an item, customers take away a physical and digital 'memory' of their time at the venue.

The whole project is expected to raise awareness of several emerging trends in fashion, including consumer-driven supply chains, and the advent of digital design in producing clothing that ensures the right fit is achieved first time.

It is also set to be a compelling illustration of how the physical and digital retail worlds can combine to support new ways of shopping.

Jonathan Chippindale, CEO of Holition, commented: “This project fundamentally addresses two issues that interest us, one is around sustainability, and what that actually means in relation to the circular economy, recycling and reusing products and maximising the lifespan of a product.

“The other element is digital. We are always interested in ideas which are at the beginning of their journey and digital clothing could well be a very big thing in the future, but the only way to understand it is to explore it and get consumers reactions.”

Ronny Mikalsen, CEO of Carlings, added: “We got involved first and foremost because we loved the project 100%. Both the innovative and sustainable aspect within it really plays along with our values – we see it as part of our responsibility to contribute towards projects that do that.”

Visitors who would rather upcycle than donate their garments will be able to access a live customisation station offered by independent artists, who will be on hand to revamp clothing and give it a new lease of life.

This fresh fashion concept will also appear at Berlin Fashion Week in January 2020, in collaboration with Lukso, a blockchain company which specialises in tokenising assets within the creative economies.

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