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Is It Possible For Virtual Fashion To Break The Harmful Cycle Of Impulse Buying?

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During the pandemic, the fast rise of e-commerce platforms increased unplanned spending and impulse purchases. As virtual clothing gains popularity through apps and video games, people may now gratify the urge to buy new items without straining their finances and with minimal environmental harm.

Internet spending continued to set new highs despite increased unemployment and economic difficulties during the pandemic. For example, the share of retail transactions conducted online in the United Kingdom increased by 16% in February 2021 in a single month.

This contradictory behavior may be attributed to people seeking relief through retail therapy, as the pandemic has reportedly increased feelings of anxiety and sadness in young adults by 30%.

With a recent study reporting that 50% of respondents are interested in purchasing a digital asset in the coming year, online spending habits may change again due to reduced financial and environmental costs.

Digital wardrobes substitute traditional shopping

However, alongside an increase in online shopping, lockdowns also accelerated the rise of digital fashion as people turned to online worlds for interaction with other humans. Mainstream clothing trends are becoming increasingly prevalent in video games and apps —  including big-name designers like Louis Vuitton or Moschino experimenting with digital collections.

Virtual clothing pieces come at a fraction of the financial and environmental cost of physical items, meaning people may still experience the gratification of shopping with minimized harm.

“The biggest difference between video game styling and real-life clothes shopping is longevity. The fashion industry and brick and mortar fashion stores need to constantly push the cycle of styles, whether it is seasonal or fad-related; it is in their best interest to retire an old collection and push new inventory to the shelves,” said Povilas Katkevičius, game designer at Nordcurrent, an international developer and publisher of mobile games.

“Video game styling does not require this. Of course, we need to create new items because novelty is always exciting and interesting, but we do not need to retire our collections. We have endless shelf space in the virtual world in which old and new styles can mix into our players’ creations,” he continued.

Replicating real-life purchases virtually

Apps and video games that present a high level of character customization and can replicate real-life shopping experiences present new opportunities to satisfy the impulsive want to shop in a consequence-free environment.

“Pocket Styler, which allows players to dress their avatar using items from an extensive catalog of designs, can provide players with the satisfaction of purchasing a new item without needing excessive financial means to do so,” P. Katkevičius explained.

“When designing the app, we studied real e-shops to mimic a smooth and recognizable user interface. As such, it contains a wide range of styles, clothing categories, and accessories that can be purchased through the in-game currency. Despite not receiving a physical item from purchases, a lot of the instant gratification for our community comes from the styling itself,” he explained.

About Nordcurrent

Nordcurrent is the biggest Lithuanian video game developer and publisher, known for such games as Cooking Fever,  Murder in the Alps, Airplane Chefs, Sniper Arena. Focusing on freemium and casual games, the company created over 50 games since 2002, attracting more than half-billion players worldwide.

This article was sourced from a media release sent by Lukas Pereckas of blueoceanspr.com

Fashion Designer Of The Week: Introducing The Talented Bree Billiter

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Bree Billiter is a Brooklyn-based evening wear designer. Bree was raised on the beaches of Cape Cod, where she began designing at the age of three. A Massart 2014 graduate, she moved to NYC in 2015 to follow her dreams. She designs to allow the wearer to show the world their daydreams outwardly.

Her use of unique materials, striking colors, and intricate detail work transports the wearer right into a world of their daydreams. Each design is one of a kind and stands out in any crowd.

Sassy & Co magazine recently caught up with Bree to discuss her journey in the fashion industry, and here’s what went down:

How did you get into the fashion industry?

All I have ever wanted to do was make pretty dresses; I have video of myself designing at three years old.

What do you like most about being a designer?

I just love to create and make things never seen before. I like when my pieces light up the whole room because that’s just magic and I love to create pieces that stop traffic and can transport you to another world.

Downside to being a fashion designer?

I am madly in love with fashion, but sadly the community is just as toxic and cutthroat as it is portrayed in films and TV.

What has been the most memorable experience of being in the fashion industry so far?

Seeing my dress in a Disney music video forever will haunt me since designing for Disney has always been my dream.

Who have been the most interesting people you’ve met so far?

My favorite memory is meeting Colleen Atwood right after moving to NYC. She is my idol and the designer I admire most, so that was absolutely surreal.

What has been the most valuable lesson you’ve learned while in the fashion industry. This can be about the industry or about yourself.

Do what you can with what you have, and trust your gut… if it’s too good to be true most of the time, it is. No one will ever fight for your dream as you will.

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

I would go to school and get a degree in something that pays a lot. I have learned everything about valuing myself and not from school. The biggest struggle is always money, and money opens up so many doors that a degree can’t.

What is the best advice you have ever been given?

When I met Bob Mackie he said “work so hard that one day you can pay people to work hard for you.”

What are your future plans? Inside your career or out of it.

I just want to create because I love it. I want to create wild pieces, which is what my true love is. Celebrities aren’t wearing many emerging designers right now, so I might as well just create because I love it instead of considering an event or the ability for the celebrity to walk in it.

Are Digital Wardrobes Replacing Traditional Shopping?

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During the pandemic, the fast rise of e-commerce platforms increased unplanned spending and impulse purchases. As virtual clothing gains popularity through apps and video games, people may now gratify the urge to buy new items without straining their finances and with minimal environmental harm.

Despite increased unemployment and economic difficulties during the pandemic, internet spending continued to set new highs. For example, the share of retail transactions conducted online in the United Kingdom increased by 16% in February 2021 in a single month.

This contradictory behavior may be attributed to people seeking relief through retail therapy, as the pandemic has reportedly increased feelings of anxiety and sadness in young adults by 30%.

With a recent study reporting that 50% of respondents are interested in purchasing a digital asset in the coming year, online spending habits may change again due to reduced financial and environmental costs.

Digital wardrobes substitute traditional shopping

However, alongside an increase in online shopping, lockdowns also accelerated the rise of digital fashion as people turned to online worlds for interaction with other humans. Mainstream clothing trends are becoming increasingly prevalent in video games and apps —  including big-name designers like Louis Vuitton or Moschino experimenting with digital collections.

Virtual clothing pieces come at a fraction of the financial and environmental cost of physical items, meaning people may still experience the gratification of shopping with minimized harm.

“The biggest difference between video game styling and real-life clothes shopping is longevity. The fashion industry and brick and mortar fashion stores need to constantly push the cycle of styles, whether it is seasonal, or fad-related, it is in their best interest to retire an old collection and push new inventory to the shelves,” said Povilas Katkevičius, game designer at Nordcurrent, an international developer and publisher of mobile games.

“Video game styling does not require this. Of course, we need to create new items, because novelty is always exciting and interesting, but we do not need to retire our collections. We have endless shelf space in the virtual world in which old and new styles can mix into our players’ creations,” he continued.

Replicating real-life purchases virtually

Apps and video games that present a high level of character customization and can replicate real-life shopping experiences present new opportunities to satisfy the impulsive want to shop in a consequence-free environment.

“Pocket Styler, which allows players to dress their avatar using items from an extensive catalog of designs, can provide players with the satisfaction of purchasing a new item without needing excessive financial means to do so,” P. Katkevičius explained.

“When designing the app, we studied real e-shops to mimic a smooth and recognizable user interface. As such, it contains a wide range of styles, clothing categories, and accessories that can be purchased through the in-game currency. Despite not receiving a physical item from purchases, a lot of the instant gratification for our community comes from the styling itself,” he explained.

About Nordcurrent

Nordcurrent is the biggest Lithuanian video game developer and publisher, known for such games as Cooking Fever,  Murder in the Alps, Airplane Chefs, Sniper Arena. Focusing on freemium and casual games, the company created over 50 games since 2002, attracting more than half-billion players worldwide.

This article was sourced from a media release sent by Lukas Pereckas of blueoceanspr.com

Photo by ANTONI SHKRABA 

Spotted: TORANNCE At The Afterpay Australia Fashion Week 2022

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TORANNCE is an Australian elevated contemporary label dedicated to timelessness, luxury, and wear-ability. Paying homage to vintage trends and muses, TORANNCE plays on eccentricities and eye-catching details while still being completely wearable and something that can take you from day to night.

TORANNCE was established by Julia Torannce Hemingway in 2015. Having studied a Bachelor of Business and working within the fashion industry for almost a decade, Hemingway felt she needed to create her own label so that she could push the design boundaries without limitation.

With a strong emphasis on quality, all TORANNCE garments are designed using premium materials, including natural fabrications, ethically sourced leathers, and beautiful hand-embellished materials.

Check out their collection below at the 2022 Afterpay Australian Fashion Week courtesy of Dave Choo.

Fashion Designer Of The Week: Introducing The Talented Kavya Prakhyati

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Kavya Prakhyati is a 27-year-old Boston-based designer focused on creating sustainable fashion rooted in femininity and romance. She draws inspiration from couture techniques, renaissance paintings, 90s movies, and her Indian heritage.

Kavya graduated with a certificate from the school of fashion design in 2019 and apprenticed for Daniel Faucher Couture, learning the craft of tailored, custom-made garments. Some of her garments have appeared on independent magazine covers, and a collection of her garments were featured in Boston Fashion Week.

Her handmade-to-order garment addresses and empowers different body types and design needs through the use of traditional sewing techniques. She believes that her customers should buy her pieces because they truly speak to them. It just so happens that she encourages sustainable production and empowers everyone along the way.

Sassy & Co magazine recently caught up with Kavya to discuss her journey in the fashion industry and here’s what went down:

How did you get into the fashion industry?

I started off studying marketing and worked as a market analyst. I wanted to pursue a career in fashion, and I was always drawn to it ever since school. For many reasons, I chose to play safe with my career choice until I realised it wasn’t for me and decided to do what I always wanted. I went back to school to study Fashion Design, which really helped me develop my technical skills. I have been doing this for five years now (I did internships with very talented and established designers in Boston and got my first job as a technical designer in New York) and have never looked back.

What do you like most about being a designer?

Seeing the ideas come to life! I spend a lot of time drafting patterns/draping, manipulating fabric, sewing the garment using intricate details, and then finally seeing it on my clients or models is a total dream come true, especially when they notice the little details and tell you how they feel in the dress.

Meeting other creatives in the industry is another thing I love. I’m always meeting new people (online & in-person), and listening to different perspectives and ideas is always refreshing!

Downside to being a fashion designer?

Someone commented on my TikTok saying, “how does it feel to live my dream?” and I wanted to respond by listing several reasons why the fashion industry is difficult. Still, the truth is that although many downsides exist, they can all be overcome with workable solutions. That being said, the fashion industry is very demanding, both financially and time-wise. Another downside is that the fashion industry is so saturated that it’s hard to stand out, so you have to work really hard to differentiate yourself and be seen. Made-to-order designers, in particular, have trouble finding success in this ‘fast-paced, inexpensive clothing’ environment because their goods don’t have a quick turnaround time and are expensive. Thankfully, the situation is one of the most talked-about topics at the moment, so it’s easier to educate consumers about the trade-off and true cost.

What has been the most memorable experience of being in the fashion industry so far?

I would have to say that one of my most (recent) memorable experiences was having Dodie (a British singer-songwriter) perform in one of my garments. A true pinch-me moment! Her initiative to support independent designers is very thoughtful. Kudos to her and her team!

Who have been the most interesting people you’ve met so far?

I’ve had an incredible opportunity to meet so many models, photographers, teachers, and other designers in the industry! (All the pictures you see are works of these incredible artists, you will find them tagged in my Instagram account.) They truly changed my perspective on competition. For me, now, it is all about supporting each other and uplifting each other as a community because I truly understand what it takes. I’m so glad I got a chance to meet some of these creatives; they are all very interesting with unique personalities and backgrounds.

What has been the most valuable lesson you’ve learned while in the fashion industry. This can be about the industry or about yourself.

#1. Quality>>>Quantity and #2. I don’t have to be a genius protege with an exuberant personality to convince people to like what I make. Just take some challenges, don’t downplay accomplishments, get hands-on experience, and invest in skill and practice. Who would have thought? Not me!

Is your family supportive of you being a fashion designer?

I am very grateful that my family and friends are always there for me and encourage me to follow my dreams. They’ve been very supportive of my new venture.

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

Cliche, but I can’t say I’d do anything differently because I would definitely have valued the opportunity to learn from my mistakes more. If I could go back, I’d take some financial, sewing, and confidence tips and a few self-help books with me.

What is the best advice you have ever been given?

Do your best, and watch your best get better.

What are your future plans? Inside your career or out of it.

I am excited about my future plans! Right now, my plan is to continue working with my current company for the foreseeable future. I’m working on launching my brand ‘Aeris’ late this year or early next year, where I take custom orders and also launch mini collections twice a year which are also customisable and made-to-order. Follow me on my Instagram @kavyaprakhyati to order, see my pieces in action, or just follow along my journey. I am also very keen on learning 3D software (like clo3d and browzwear). I’m curious, could this be the answer to all my sustainable custom fashion business problems?

Photo credits: Lena Nugent, Sasha Iman, Anna Istomina, and Siobhan Beasley.

Event To Watch Out For: Afterpay Australian Fashion Week

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What: Afterpay Australian Fashion Week (AAFW) engages the industry alongside fashion’s most passionate consumers in one dynamic program, marrying physical and digital activations that celebrate Australia’s preeminent designers and fashion’s cultural influence.

Australia’s only international fashion event, AAFW takes place annually in Sydney and is the premier destination for Resort collections.

Where: Carriageworks – 245 Wilson Street Eveleigh NSW 2015

When: 9-13 MAY

Fashion Designer Of The Week: Introducing The Talented Téa Nassi

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Téa Nassi is a Parisian-based designer from Albania. She started her career in finance before quitting her day job to pursue her dream in Paris. She studied fashion design in a Parisian school and launched her brand under her own name.

She finds inspiration for her concepts in human psychology, optical illusions, and modern art. She enjoys blending classic cu4cts with a twist of fantasy, stylistically, for refined, cultivated women but with a streak of extraverted fun.

Sassy & Co magazine recently caught up with Téa to discuss her journey in the fashion industry and here’s what went down:

How did you get into the fashion industry?

I grew up in post-communist Albania when there were no fashion schools, and choosing a career was motivated first by financial security. I followed a scientific baccalaureate, studied finance, and nailed a 9 to 5 job in accountancy. Nevertheless, I’d spend hours sketching outfits in our building’s staircase from a very early age, and it never left me. So, at the age of 25, I took a huge leap of faith, quit my job, left my country, and moved to France to study fashion design. I first became an au-pair, had to follow a 6-month crash course in French, put money aside, and nine months later, I was ready to apply to a fashion school in Paris.

What do you like most about being a designer?

Where do I start? It’s a wonderful, applied art form that sublimates an everyday necessity into a means of self-expression. I love the transformation process of the industry, from a shapeless piece of fabric to an accomplished work of art.

On a personal level, I love the challenge it requires to reinvent myself in each new collection. Putting in the hours, doubting, researching, starting all over again from scratch, until finally the outfits are finished, and I can feel the pride of seeing them worn.

Downside to being a fashion designer?

Putting in the hours, doubting, researching, starting all over again from scratch! Jokes aside, we currently have the massive responsibility of reinventing one of the world’s most polluting and irresponsible industries. We must slow down, produce less and more intelligently, against everything that has been done for decades. It represents huge stress for all involved, including emerging brands such as mine. While the big brands have the teams and means to imagine new processes, new designers have to carry the burden of finding solutions alone, and at times we feel like small fish in a huge pond.

What has been the most memorable experience of being in the fashion industry so far?

My very first catwalk! The feeling of accomplishment overwhelmed me after such a long journey. I knew instantly I was in the right place and had made the right choices; it motivated me, like nothing else, to pursue the path I had chosen.

Who have been the most interesting people you’ve met so far?

I like to surround myself with many interesting people from all walks of life. But the most interesting person I’ve met is my own father! He’s a secretive but fascinating person who never complains but always finds solutions to every possible problem he encounters. He is a true inspiration for me, and even though he is not part of the industry, I strive to apply his soft skills to my own work every day.

On a professional level, I wouldn’t want to differentiate one person from another; I sincerely thank all my professors and collaborators who have taught me invaluable lessons.

What has been the most valuable lesson you’ve learned while in the fashion industry? This can be about the industry or about yourself.

I had a valuable but frustrating experience learning the following lesson. I preferred to follow other people’s advice on several occasions instead of listening to my own creative instinct. I would put enormous amounts of work into something I didn’t personally believe in. Unsurprisingly, I would have to undo everything to start all over again and follow my initial hunch! Hence the lesson would be: take in the advice but don’t let it stray away from your instinct. And don’t be reluctant to put in the hours; inspiration comes working.

Is your family supportive of you being a fashion designer?

My parents were born and grew up in Communist Albania. So naturally, their outlook on life is not risk-driven. When I told them at age 25 that I was willing to quit my safe situation in Tirana and leave to Paris to study fashion without even knowing the language, they were naturally worried about my life choices. Yet today, on the contrary, they are so supportive!

My grandmother was a dressmaker; my mother is also talented with a needle and a thread. She’s the one I call every time I need technical advice; she’s even pulled off quite a few sleepless nights to help me!

As for my partner, we work side by side every day, and he helps me with everything. He specializes in graphic/motion design and has helped me with my branding and photo edits… but we also love to discuss artistic viewpoints and regularly brainstorm on my brand. It’s a loving, virtuous circle!

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

I strongly believe in the four spiritual laws of Hinduism. The second law states, “What happens is the only thing that could have happened.” And it must have been like that for us to learn that lesson and move on.

But all the while knowing it, I regret not having listened to my inner voice earlier. Instead of studying fashion straight after school, I studied finance for security. So as that spiritual law has it, finance was so unlike me that I believe it was probably exactly what I needed to find the courage to give up everything I had and study fashion design.

What is the best advice you have ever been given?

My first drawing teacher, Sylvie Fontaine, once told me that if I wanted to succeed as a designer, then all my energy must be focused on that one goal. Hence that meant for me to see the whole world through the eyes of a fashion designer. Movies, art, experiences, books, everything surrounding me should become wells of inspiration. I thank her as it has become my lifestyle ever since, and it really does produce tangible results.

What are your future plans? Inside your career or out of it.

My immediate plan is to finish and publish my next collection, but my future plan is to expand my brand and achieve my first stand-alone runway.

In the distant future, I’d like to open a fashion school in Albania and provide young Albanians with the French savoir-faire I acquired. It’s a small country with huge potential, but it suffers from a fleeing young population who relocate in the hope of finding more opportunities elsewhere (been there, done that). It would be my contribution to my beautiful country of birth and heart.

Introducing The Brand Behind The Cover Of The March 2022 Issue Of Sassy & Co: Medusa Hire

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Medusa Hire is the world’s first and ONLY Versace tableware and decor hire company. It adopts the embodiment of Versace’s DNA that is defined by the emblematic Medusa head and gold tones, they each truly capture the essence of luxury.

Medusa Hire translates the Versace allure into a Versace experience by servicing the exquisite demands of high-end events and special occasions. It injects a touch of luxury Italian glamour into your event with signature Versace statement pieces.

Sassy & Co caught up with Medusa Hire and here’s what went down:

What are you currently doing to maintain/grow your business?

Given our business is word of mouth, we have poured a lot of time into social media assets to lift its awareness. We have partnered with social media influencers as well as international celebrities in the entertainment industry like The Jacksons and Boyz II Men just to name a few. We have also established partnerships with world-renowned brands such as Eighy5 Cigars based in Florida in America which has given us the opportunity to cross-promote and grow our following to overseas markets.

What social media platforms do you usually use to increase your brand’s awareness?

Instagram has been a great platform for our brand awareness as it allows our content to easily be shared by our followers. We also feel like our target demographic spends most of their time on Instagram.

What is your experience with paid advertising, like PPC or sponsored content campaigns?

It works to a certain extent but it can only take you so far. For us, what has been the most effective is creating content that can be organically shared by our followers and customer base. As mentioned in the previous question, the best form of advertising is word of mouth – and it’s free! Brand collaborations have also been effective and opened new doors.

What form of marketing has worked well for your business throughout the years?

Since upgrading our website, we have witnessed an abundance of quality leads surface. 80% spend on social media and 20% spend on editorials. Predominately, our marketing is via social media which has given us the best return. However, your social media marketing is only as strong as the content you create and what has set us apart from the rest, is our ability to create great content that is shareable by our followers.

What sort of people usually hire your venue?

People from all walks of life as Versace has no boundaries. From corporate events to birthdays, anniversaries, and everything in between.

How is your business staying afloat during this pandemic?

We have been quite resilient during the pandemic where customers are spending more time than ever online so our sales division has remained strong.

What’s the toughest decision you had to make in the past few months?

Putting our expansion plans on hold with purchasing more venues.

Where do you see Medusa Hire in the next 5 years?

The future of Medusa Hire lies with purchasing multiple venues and adopting all the Versace Home ranges.

What advice would you give to a newbie Entrepreneur setting up their first business?

Do your research! It’s all in due diligence. Continue to always persist no matter what and don’t forget to be the hardest worker in the room.

Fashion Designer Of The Week: Introducing The Talented Lia Cowan

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Lia Cowan is an artist and designer whose mixed Jewish and Irish heritage has opened a portal where inspiration threads are spun from folklore and mysticism. Her approach to design is like that of an artist. Diverse themes are researched, explored, and responded to. Her sculptural background informs and adds another layer to the work, through silhouette, movement, and performance. Each of her pieces embodies its own story and has at its heart its own personal textile tale – handcrafted, hand-embellished, hand-embroidered, and hand-held. Going through a transformative journey of casting, gathering, draping, stretching.

Sassy & Co magazine recently caught up with Lia to discuss her journey in the fashion industry, and here’s what went down:

How did you get into the fashion industry?

My background is actually in Sculpture and Education, having completed a BA in The National College of Art and Design in Dublin. I taught Art as a secondary school subject for a few years, and I loved it and loved all my students, but I found something was missing. I missed the buzz of designing and making.

I have always had a passion for clothes and was quite experimental with shapes and silhouettes (some good, some ATROCIOUS), so I wanted the ability to make my own clothes. It started off as a hobby, but quickly I became obsessed. It was like something had sparked inside of me, and finally, I realised this was what I needed to do. From then on, I have done everything in my power to educate myself through courses, collaborations, and internships, and it has brought me to a place where I feel I have found my own unique voice as a designer.

What do you like most about being a designer?

There is no better feeling than seeing someone wear your pieces or for them to tell you how fantastic and confident they felt in them. It truly fills my heart with joy.

Downside to being a fashion designer?

Financially, it is definitely very stressful. I am at the beginning stages of my career, so I understand this is part of the package, and I am more than happy to do so if it means I get to do something I love as a career!

What has been the most memorable experience of being in the fashion industry so far?

My first magazine feature was pretty incredible. Only a year prior to this was I credited as an intern for another Irish designer I had worked with. To see your work photographed, and your name in bold as the designer – it’s pretty magical.

Who have been the most interesting people you’ve met so far?

I have worked with some fantastic stylists and photographers, each using my pieces in completely different ways which I love! In particular, Adam Walsh and Anne O’Shea (both stylists in Dublin) have been massive supports of me and my work.

What has been the most valuable lesson you’ve learned while in the fashion industry. This can be about the industry or about yourself.

Don’t undersell yourself or your work. I think a lot of young designers come into the fashion industry assuming they are at the bottom of the food chain and so must act accordingly. It’s so important to put yourself out there, tell people about your work and who you are, be bold and be confident – the feedback may surprise you.

Is your family supportive of you being a fashion designer?

Coming from an Irish-Jewish family, it’s hard not to be showered with love and support every day. My parents are my biggest fans; my Mom is literally my Momager. I owe them both so much; they have been with me through everything – the meltdowns, the imposter syndrome, and they have celebrated with me through all the successes.

If you could go back in a time machine to the time when you were just getting started, what would you do differently?

I probably would say not to be so hard on myself in the beginning stages. I was obsessed with being the best or doing everything perfectly from the get-go. Everything is a learning experience, and I learned so much more through those mistakes than I ever would have if everything went “perfectly.”

What is the best advice you have ever been given?

Don’t sell yourself short.

What are your future plans? Inside your career or out of it.

I am hoping to move from Dublin to Holland with my Boyfriend Max over the coming months. We are both designers and have always wanted to move to Holland for its incredible design culture. Ideally, I would open a studio there and continue expanding my brand.

I will continue designing and making custom pieces while releasing two small capsule collections a year.