B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Afterpay’s ‘Digital Haute Couture’ Garment Is Equal Parts Ridiculous And Fabulous
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > Afterpay’s ‘Digital Haute Couture’ Garment Is Equal Parts Ridiculous And Fabulous
Technology

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

Staff Writers
Published on: 1st June 2021 at 3:43 PM
Edited by Staff Writers
Share
2 Min Read
SHARE

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.”

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Afterpay, afterpay australian fashion week
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (10/07/2025): Wimbledon May Not Have Aced The Ratings But Hijikata Is Winning Hearts
11/07/2025
Damian Eley.
AWARD School Launches First Collaborative Brief In 40+ Year History
11/07/2025
Dan Kalinski.
Agency Models Are Changing – But We Must Avoid A Race To The Bottom
11/07/2025
A Rosy Outlook For WPP?
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?