Abstract
Sustainability is a big fashion industry talking point in our current climate. article investigates how brands can deliver on such expectations. In May 2019, an Amsterdam fashion label sold a virtual dress - a blockchain digital asset - at an auction at a New York tech summit. This 'couture digital outfit', which is a world -first, poses so many questions, it's hard to know where to start: first of all why is it digital?, but also will we eventually stop buying real clothes? The fact that someone paid thousands of dollars blew my mind, admits co -designer Kerry Murphy at Dutch digital fashion house Fabricant, the creators behind the virtual dress. It's an asset, a work of art. You can copy it, just as I could buy a fake Mona Lisa from China for $50. But there's only one original..
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