Toni Maticevski and digital fashion house The Fabricant have partnered to create Australia's first piece of digital haute couture, the Animator Overcoat, for Afterpay Australian Fashion Week (AAFW).
The pioneering project dubbed 'Digi_Couture' allows AAFW attendees the chance to be digitally dressed and photographed wearing the Animator Overcoat, receiving a shareable asset of them wearing the all-digital coat.
The experience is aided by the DressX platform, which offers virtual clothes that can be worn on photos as a substitute for buying physical clothes solely for content creation.
According to Afterpay co-founder and co-CEO Nick Molnar, the technology represents the future of fashion and delivers on sustainability, inclusivity and experiential demands.
"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 digital fashion as an emerging avenue for all stakeholders in the industry, both creatively and in terms of its potential as a new market.
"It fulfills 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 AAFW, we wanted to create an innovative, tech forward concept that was uniquely different to anything seen in Australia before and believe we have done this with the help of Toni Maticevski and The Fabricant," he said.
Speaking on the design brief, Toni Maticevski said the Animator Overcoat allows wearers to express the fluidity of their personality.
"The liquid aesthetic of the garment embodies fluidity between worlds, but also between gender, ideas of materiality, beauty and hostility, the possible and impossible.
"It offers the wearer a chance to express multiple concepts simultaneously," he said.
AAFW began yesterday and runs to this Friday, June 04.