On the last day of London Fashion Week 2022 in September, Doddz hosted the UK’s first all Augmented Reality Screenwear collection in partnership with Snapchat at the iconic Shoreditch Kachette – Defy – A Digital Fashion Show.

The premise of the show was to ask those in attendance an invigorating question; can digital fashion help solve the waste problem of the industry?

Pre-show the audience was invited to interact with Doddz’s AR artwork, take part in educational AR experiences and virtually try on garments in front of huge hanging screens. Research shows you remember 70% of what you learn through AR, compared to 10% from reading and 20% from listening, and so AR activations not only allowed people to experience Augmented Reality perhaps for the first time but also helped them to remember the information we wanted them to know before sitting down for the show.

The show saw models walk the runway in nothing but a vest and cycling shorts – the entire collection was only viewable through the audience’s phones and a live projection, unlocking the power of digital fashion and a first look at the way AR technology will shape the future of fashion consumption. 25 different outfits were inspired by streetwear designs amalgamated with Doddz artwork which the audience could try it on for themselves after using the innovative body tracking capabilities of Snapchat after the show.

Digital fashion is set to become the pinnacle of garment evolution with the intersection of clothing and technology for the first time able to forge a new innovative path between two industries. Caroline Rush, CEO of the British Fashion Council, predicted that 10-15% of our wardrobe will be made up of digital items in the near future. Each year, textile production emits 1.2 billion tonnes of CO2 – more than international flights and shipping combined. Beyond textile production, washing and discarding clothes has an even more bleak environmental impact: 3.3 billion tonnes of CO2.

Fashion is responsible for almost as much greenhouse gas emissions as the entire continent of Europe, equal to 8% of global greenhouse gas emissions. AR garments are set to redefine the meaning of sustainable fashion producing 97% fewer emissions than their physical counterparts.

Overall the show was a success.
The event was attended by global influencer stars and media publications. Content from the show was featured on Vogue, BBC, ITV, Lad Bible and Complex.

9% of fashion items brought in the UK are returned as they were only brought to be worn once and posted on social media.

Defy showcased a different alternative to fast fashion for those looking to purchase items only to wear on social media with an innovative solution.