Afterpay’s ‘Digital Haute Couture’ Garment Is Equal Parts Ridiculous And Fabulous

Afterpay’s ‘Digital Haute Couture’ Garment Is Equal Parts Ridiculous And Fabulous
B&T Magazine
Edited by B&T Magazine



It’s fashion week in Sydney this week, which once again means the fine line between high-end fashion and utter nonsense is on display for everyone to see.

And this year’s naming rights sponsor Afterpay is getting involved in the excitement, launching Australia’s first piece of unisex digital haute couture.

Afterpay has partnered with renowned Australian designer, Toni Maticevski and leading international digital fashion house, The Fabricant to create the digital garment.

Known as the Animator Overcoat, it will be used as a digital fashion experience at Afterpay Australian Fashion Week at Carriageworks.

According to Afterpay, the digital-only concept is intended to start a conversation about the creative and commercial role this technology could play in realising Afterpay’s vision for a future of a fashion that is more accessible, inclusive and sustainable.

Speaking of the design brief, Australian Designer, Toni Maticevski, said “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.”

Co-CEO and co-founder of Afterpay, Nick Molnar, believes the Animator Overcoat is a timely representation of the future of fashion.

“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,” he said.

Molnar continued, “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 Afterpay Australian Fashion Week, 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.”

 




Please login with linkedin to comment

Afterpay afterpay australian fashion week

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]