The fashionable term 'phygital' has been thrown about the industry for some time now, existing mainly in the context of fashion week yet also stretching itself to apply to digital-turned-physical fashion too. The latest brand to succumb to the 'phygital' wave is meta fashion retailer DRESSX, who have partnered with French department store Printemps to bring digital fashion into a physical space on the department store floors.
Featuring five digital fashion outfits created in the department store's signature colours and resembling the aesthetics of the French leader in fashion, luxury, lifestyle and beauty, the first ever physical store of digital-only fashion offers a real-time dressing experience showcased on a human-sized interactive screen for all to partake in.
Pop-up guests can instantly record videos of themselves wearing the five digital outfits (created especially for Printemps) or try on dozens of AR outfits available in the DRESSX digital fashion library. Images of the digital garments will also be available for purchase on-site through Printemps consultants.
Located on the ground floor of the department store, the Printemps x DRESSX pop-up will be open until 18 May 2022.