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DRESSX

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DRESSX
IndustryDigital fashion
Headquarters
Los Angeles
,
USA
Products3D garments and accessories; marketplace

DRESSX is an American digital fashion company founded in Los Angeles, California.[1][2] It is considered to be the largest retailer of digital fashion.[3] The platform allows users to dress in digital garments in photos and videos.[4]

In August 2021, DRESSX launched its first augmented reality (AR) fashion app.[5]

History

[edit]

DRESSX was founded in August 2020 in Los Angeles by female founders Daria Shapovalova and Natalia Modenova[6][7][8][9] Julie Krasnienko, ex-Marketing and Business Development Director at Looksery, joined the team as a Head of Product and a founding team member.[10] According to the media (Evening Standard, New York Times) the company was created to address the fashion industry's sustainability problem, offering digital clothes to substitute physical garments in content for social media.[11][12][13]

DRESSX uses 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, and augmented reality technology for generating digital clothes and for digital dressing.[14]

In 2022, Warner Music announced an investment in DRESSX.[15][16] In March 2023, it raised an additional $15 million.[17][18]

DRESSX AR fashion camera app

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In August 2021, DRESSX launched an augmented reality (AR) fashion app.[19] AR fashion refers to 3D garments and accessories that can be automatically applied to real-time photos and videos of a person.[20][21] Its app stocks AR outfits from traditional and 3D fashion brands, including Balenciaga,[22] American Eagle,[23] and Bershka.[24]

NFT Marketplace

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In March 2022, DRESSX launched an NFT Marketplace for digital fashion wearables. DRESSX Marketplace released NFT drops with the luxury brand Jason Wu, featuring the dress of Michelle Obama; American label Dundas; English artist Aluna (more famous as a part of electronic music duo AlunaGeorge), and more.[25][26][27] According to The New York Times, Larissa Castellano Pucci, the granddaughter of Emilio Pucci, released her first collection on DressX.[28]

Brand collaborations

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DRESSX launched a digital editorial campaign with the fashion retail platform FARFETCH,[29] Dior,[30] Signet Jewelers,[31] digitizing garments by Off-White, Balenciaga,[32] Palm Angels, Dolce & Gabbana, Khaite and Nanushka[33] and Meta[34][35]

DRESSX partnered with the social media giant Meta, dropping the collection of digital wearables for Meta Avatars Store.[36]

DRESSX digital fashion is available to wear on the gaming platform Roblox.[37]

References

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  1. ^ Friedman, Vanessa (2022-01-20). "What to Wear in the Metaverse". The New York Times. ISSN 0362-4331. Retrieved 2023-03-21.
  2. ^ Lee, Adriana (2023-03-06). "DressX Talks MVFW Plans, NFTs, Wearables and AR". WWD. Retrieved 2023-03-21.
  3. ^ Conti, Samantha (2021-11-05). "WWD CEO Summit: DressX Offers a Wardrobe for the Digital Screen". WWD. Retrieved 2023-03-21.
  4. ^ "Pixel statt Stoff: Tragen wir bald digitale Mode im Videocall?". Der Tagesspiegel Online (in German). ISSN 1865-2263. Retrieved 2023-03-21.
  5. ^ Moore, Booth (2021-07-28). "Shopping for Digital Fashion? There's a New App for That". WWD. Retrieved 2023-04-03.
  6. ^ Friedman, Vanessa (2022-01-20). "What to Wear in the Metaverse". The New York Times. ISSN 0362-4331. Retrieved 2023-03-21.
  7. ^ "Warner Music Group and DressX partner to create digital merch". Vogue Business. 2022-12-15. Retrieved 2023-03-21.
  8. ^ Huber, Stephan (2022-07-21). "DRESSX | "Digitalmode ist keine Revolution. Sie ist die Evolution von Mode" - style in progress" (in German). Retrieved 2023-03-21.
  9. ^ Roberts-Islam, Brooke. "How Digital Fashion Could Replace Fast Fashion, And The Startup Paving The Way". Forbes. Retrieved 2023-03-21.
  10. ^ "DressX raises $15M for digital fashion". VentureBeat. 2023-03-14. Retrieved 2023-04-03.
  11. ^ Street, Chloe (2021-05-05). "None of these clothes are real, can you tell? Why the future of fashion is virtual". Evening Standard. Retrieved 2023-03-21.
  12. ^ "Is digital clothing the future of fashion?". Dell. Retrieved 2023-03-21.
  13. ^ Friedman, Vanessa (2022-01-20). "What to Wear in the Metaverse". The New York Times. ISSN 0362-4331. Retrieved 2023-03-21.
  14. ^ "AI's revival raises questions for fashion's creative class". Vogue Business. 2023-01-10. Retrieved 2023-04-19.
  15. ^ DE, FashionNetwork com. "Warner Music enthüllt DressX-Investition für virtuelle Mode-Fankollektionen". FashionNetwork.com (in German). Retrieved 2023-03-21.
  16. ^ "Metaverse fashion companies are pulling millions in funding". Vogue Business. 2022-04-18. Retrieved 2023-03-21.
  17. ^ Veerman, Nora (2023-03-14). "'Verkoper van virtuele mode Dressx veegt vijftien miljoen dollar binnen'". FashionUnited (in Dutch). Retrieved 2023-03-21.
  18. ^ Dewintre, Herve (2023-03-15). "DressX attire de nouveaux investisseurs". FashionUnited (in French). Retrieved 2023-03-21.
  19. ^ Moore, Booth (2021-07-28). "Shopping for Digital Fashion? There's a New App for That". WWD. Retrieved 2023-03-21.
  20. ^ "Why AR clothing try-on is nearly here". Vogue Business. 2021-07-26. Retrieved 2023-03-21.
  21. ^ 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 2023-03-21
  22. ^ "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 2023-03-21.
  23. ^ WW, FashionNetwork com. "DressX partners with American Eagle on digital jeans". FashionNetwork.com. Retrieved 2023-03-21.
  24. ^ WW, FashionNetwork com. "DressX partners with Bershka on digital fashion collection". FashionNetwork.com. Retrieved 2023-03-21.
  25. ^ Richford, Rhonda (2022-07-13). "Jason Wu Launches NFT of Michelle Obama's Inaugural Gown". WWD. Retrieved 2023-03-21.
  26. ^ "Jason Wu Releases Wearable NFT Gown With DressX". The Business of Fashion. Retrieved 2023-03-21.
  27. ^ Friedman, Vanessa (2022-09-07). "Celebrities, Shows and Clothes: Everything You Need to Know About Fashion Week". The New York Times. ISSN 0362-4331. Retrieved 2023-03-21.
  28. ^ Olsen, Kerry (2022-02-23). "The Italian Fashion Family Diaspora". The New York Times. ISSN 0362-4331. Retrieved 2023-03-21.
  29. ^ "DressX raises $15M for digital fashion". VentureBeat. 2023-03-14. Retrieved 2023-03-21.
  30. ^ "Kỷ nguyên mới của thời trang: L'OFFICIEL Vietnam trong thế giới của công nghệ". L’Officiel Vietnam | The Fashion Revolution (in Vietnamese). Retrieved 2023-03-21.
  31. ^ "Signet Enters the Metaverse With Banter, DressX Partnership". nationaljeweler.com. Retrieved 2023-03-21.
  32. ^ "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 2023-03-21.
  33. ^ "Farfetch teams with DRESSX for pre-order collection campaign". Retail Technology Innovation Hub. Retrieved 2023-03-21.
  34. ^ Friedman, Vanessa (2022-06-22). "The Avatars Wear Prada". The New York Times. ISSN 0362-4331. Retrieved 2023-03-21.
  35. ^ "Meta's avatars just got a fashion upgrade with DressX". Vogue Business. 2022-07-19. Retrieved 2023-03-21.
  36. ^ "Meta's avatars just got a fashion upgrade with DressX". Vogue Business. 2022-07-19. Retrieved 2023-04-03.
  37. ^ Zwieglinska, Zofia (2022-04-15). "Exclusive: The first pure-play digital fashion brand DressX launches collection on Roblox". Glossy. Retrieved 2023-04-03.
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