Carlings

How do you reduce the environmental impact of fast fashion whilst still looking great on your socials?

Every second, the world wastes a garbage truck full of clothes. And social media has made it worse, with people admitting to buying clothing just to be photographed in it once. And pressure to never repeat outfits fuels cheap garments bought “for the gram,” worn once, then returned or thrown away. What if you could flex new fits without the waste?

AdDress the Future launched a new capsule for Scandinavian retailer Carlings that only exists digitally. Titled “Neo-Ex,” the collection works by users uploading a posed picture of themselves. After users upload their picture and purchase the digital pieces, Carlings’ team of 3D designers fits the clothes to the image. This makes it appear that the user is wearing the pieces in real life. Zero physical waste. All proceeds went to WaterAid.

Digital clothing democratized designer fashion, where luxury looks, previously exclusive to the rich, became accessible to anyone. And because the clothes never leave the digital space, designers could explore constructions impossible to pull off in real life. The campaign didn’t just challenge fast-fashion. It challenged an industry to rethink what fashion could be.