Digital Self-portrayal, Style, and Virtual Identities
In the ever-evolving world of technology, the concept of customizable avatars has made a significant impact, blurring the lines between fashion, gaming, and digital identity. This transformation can be traced back to the early days of role-playing games (RPGs) and massively multiplayer online role-playing games (MMORPGs), where players could personalise their characters' appearance, race, and abilities, adding depth and immersion to gameplay.
Fast forward to the present, and customizable avatars have evolved into digital fashion icons, influencing social media, digital identity, and virtual economies. Companies like Genies, Inc., founded in 2017, pioneered highly customizable digital avatars that users can dress with digital fashion items, sometimes tied to Non-Fungible Tokens (NFTs). This allows for avatar-driven identity and fashion expression across apps and games, fueling a new digital fashion economy where original designers earn royalties from resales on blockchain-powered marketplaces.
One of the most notable advancements in this field is the implementation of augmented reality (AR) technology in the fashion industry. Brands like Gucci have created AR sneakers that can be purchased as phone filters, costing around $10. Meanwhile, Tommy Hilfiger has been using AR technology in some of their stores since 2023, allowing customers to use AR to see how clothes might fit. The virtual try-on mirrors use 3D body tracking tech and cloth simulation to provide a realistic sense of how clothes would look on customers.
Other brands, such as Prada, Balenciaga, and Thom Browne, launched products for Meta's virtual avatar store in 2022, with items priced under $10. Recognisable brands like Carhartt have also entered the digital realm, creating virtual clothing for avatars. Digital items like Nike gear on Roblox and Carhartt workwear on Snapchat's Bitmoji can be chosen for avatar customisation.
The importance of recognisability in avatar representation, especially when representing a physical self, cannot be overstated. Most avatars resemble their creators, often being slightly more attractive and thinner. Being human- or animal-shaped is generally expected for avatar acceptance in many online platforms.
The first customisable avatar in a game appeared in 1985's Habitat by Lucasfilm Games, where players could choose basic details about their appearance, including hairstyles, clothing, and color choices. As we continue to blur the lines between online and offline, more ideas related to avatars are gaining momentum.
Virtual clothing never wears out, doesn't need to be washed, and doesn't need to be thrown away or recycled. This aspect of digital fashion is not only environmentally friendly but also offers endless possibilities for self-expression and creativity. As the excitement around the metaverse may have died down, ideas like those from Tommy Hilfiger persist, redefining fashion as not only physical but also a vibrant digital phenomenon linked to gaming and online social spaces.
Featured image: Carhartt x Bitmoji
- The evolution of customizable avatars has led to a fusion of fashion and technology, with brands like Carhartt providing virtual clothing for avatars, creating a new dimension for digital style expression.
- Beyond social media and gaming, the emergence of virtual economies linked to Non-Fungible Tokens (NFTs) has transformed the digital fashion industry, allowing original designers to earn royalties from resales on blockchain-powered marketplaces.
