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Digital Fashion – Hot:Second

Hot:Second is the world’s first circular economy concept store trading in physical products for digital experiences.
Located at Protein Studios in Shoreditch, the experience hopes to save 500 garments from going to landfill by encouraging people to swap an unwanted item of physical clothing for a digital one.
The store was founded by Karinna Nobbs in collaboration with Holition and 3D artist Emily Switzer.
After adding your unwanted item into the installation named “Love Not Landfill” you are granted entry into a pod equipped with a camera, projector and ‘magic mirror’.
In the futuristic pod you can try on a range of fashion items from The Fabricant, Scandinavian retailer Carlings and sustainable fashion house Christopher Raeburn using mixed-reality technology. Instead of leaving with a physical version of the product, shoppers take home digital images and a print out of themselves in their garment of choice.

The pop-up also features an upcycling station for those who want to jazz up old garments. Hot:Second is also hosting events on digital wellbeing and digital authenticity. We popped in in the day time so for the full experience we’d recommend purchasing a free event ticket.

At a first glance it may appear slightly gimmicky, but it makes you more aware of what you’re purchasing by encouraging you to try out options before committing to a purchase. Hot:Second is a test bed for a new way of shopping, merging the physical and digital worlds.
This project addresses a topic that we as an agency are very interested in – sustainability. An ethical perspective is something we are seeing more and more throughout the fashion industry as discussed in our Sustainability thought piece. The Hot:Second concept takes this perspective to the next level challenging the notion of clothing ownership.
We believe Gen Z will really buy into the this concept – they can purchase a digital item, get likes on social media and not harm the planet.
The Hot:Second concept is challenging fast-fashion consumerism and it’s definitely a trend to watch out for. Granted it sounds strange, but could the solution to climate change be creating clothes that don’t actually exist?
You can check out the Hot:Second pop-up between November 19-22nd.

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