What does this look like? When we immerse ourselves into a digital universe we can shape shift realities, display boundless energy, or stillness and the sublime.  We can create each environment bespoke, flying around the globe, heading to another stratosphere, all without boarding a plane.
Our IDF digital shows and showrooms have materials beyond seasons but instead from archives, a swipe, a tap, all there to explore.
Beyond the confines of traditional look books and line sheets, buyers view and learn about a collection and brand, feel the inspiration as they dive into the music, the mood board, reach out and touch the very moment of inspiration.
You can request changes and make edits on the spot, empowering the industry to make better choices, more informed ones.
We can build a more democratic approach to industry, BRANDS HAVE BECOME MORE ACCOUNTABLE to their consumers. SIZE NO LONGER MATTERS,  we can offer garments in near infinite sizes and styles not just those that fit old-world body standards.

The INDUSTRY’S ISSUES; The live scheduled moments in fashion adhere to a calendar that’s dead, seasons are fractured as our planets warm, as we work remotely and inhabit a GLO-CAL universe.  Shows once converted are now exposed and the consumers are at the table with hungry eyes, yet the timeline is so rigid they can have their splendid feast yet, so what occurs, the fast fashion industry feasts off the creative phenomena that is upon the catwalks, and creates a bastardization of those tropes, so lets evolve and restructure, digital has the power to push to do this, garments can be purchased live from shows and re-modeled in real time.
Let’s evolve and restructure what fashion means to us, let’s rebuild, reuse, re style, re make, up cycle, repair, share IRL X URL.
THINK MORE   USE LESS   ACT NOW  AND CHANGE THE SEMANTICS OF PURCHASE AND ABOLISH THE OLD SYSTEMS.
LET’S SELL CREATIVITY AND NOT MORE CLOTHES-  We need to change, and it means: change the marketing language, change the influences, the positioning, the press stories, the education, change the fashion calendar agenda so that all in all it is fashionable and appealing to buy, be, act, more sustainable and build a new democratic vision.
LET’S CREATE A NEW VERNACULAR, WHERE DIGITAL BREATHES LIFE INTO A SYSTEM ON ITS KNEES, IT’S NOT ABOUT PURELY URL, WE BELIEVE IN A TACTILE WORLD, BUT LET’S IMPLEMENT SOME DIGITAL TO SAVE OURS.

The two spheres must work in tandem
The whole semantics of purchase need to be re-wired and re-coded.  Let’s look at the way in which we consume and reframe.  THE STAINS, TEARS AND WEAR BECOME AN ARCHIVE OF THE EMOTIONAL AND PHYSICAL JOURNEY.  WHERE DIGITAL SERVICES OUR DECISIONS AND TAKES US THROUGH AN EXPERIENTIAL JOURNEY.
Technology has democratized fashion, opening up a portal of communication and design. Direct to consumer is alive. The middlemen are losing power.  As the buyers, press and big brands embark on their global social circus of a fashion tour, we witness a tighter stream of communication, a quicker comms strategy away from the fantasy and marketing messages that the publications once delivered- ones that were tailored months before the kings opened their palaces for us to come indulge. THE SYSTEM NOW HAS PIVOTED, WE CAN LOOK INTO THE EYES OF OUR MAKERS AND DREAM TOGETHER TO BUILD OUR NEW REALITY IN UNISON, AND INSTANTLY.
WITH DIGITAL WE CAN UNLOCK THIS POTENTIAL. LET’S MAKE PHYSICAL WHEN NEEDED AND CHERISH THE ALREADY MADE.
Let’s build a new future together where less is more, where longer lasts, where digital build new narratives, explores new universes, opens door to our imagination, where apples become leather, and fungus wrap our feet, where data and blockchain tracks supply chain, where recycle is upcycle and that is collaboration.
Where technology brings us together.
Where digital can build and it is not dismantled, but let’s build this responsibility with our ecosystem and the equilibrium of that in mind.