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Digital fashion house DressX partners with Los Angeles-based retail clothing brand PacSun to create a collection of AR garments. With this release, PacSun celebrates the launch of the Fall’22 Denim Collection. Additionally to the new physical jean models, the brand’s fans now have the option to try on virtual PacSun jeans and add them to their Metaverse closets.
The new collection includes Floral Patch jeans, Flower Checkerboard jeans, Patched jeans, and Pacsun Smiley Face Embroidery jeans. Users can try on all the styles for free on DressX app.
The brand encourages users to contribute to the future of digital fashion and promote it by sharing their photos on social media. Moreover, PacSun and DressX aim to increase the adoption of sustainable virtual fashion in order to reduce pollution and waste. As of 2022, the fashion industry produces an estimated ten percent of all greenhouse gas emissions. So, while the level of technology adoption raises, the brands’ strategy contributes significantly to sustainability.
This is the first virtual collection developed by PacSun. However, last week the brand rolled out a marketing campaign featuring Lil Miquela. The 19-year-old virtual influencer, developed by Trevor McFedries and Sara DeCou, has signed a multi-season partnership with PacSun. Despite the fact that the AI teenager exists solely on the Web, she has been featured in a variety of campaigns and shootings, including Calvin Klein and Prada.
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