Instagrammers splurge on 'cyber' clothes that don't actually exist: 'Guess how much I paid'
Tribute Brand calls itself “contactless fashion” and its foundation is based on the premise that people — particularly Instagram influencers — will fork over hundreds of dollars in exchange for luxury clothes that don’t actually exist.
Instead, shoppers who splurge on Tribute Brand’s colorful blouses and metallic pants will send a photo of themselves to the company and then receive the garment digitally fitted on their bodies. According to Tribute Brand’s fitting guide, the photos need to show a visible body silhouette and you can add as many products as you pay for into the photo or spread them out between photos.
Basically, Tribute Brand is Photoshopping its clothes onto selfies, but treating it like any shopping experience with a return policy and a delivery time.
Most designs are limited to 100 pieces and can “sell out.” Karinna Nobbs, who founded a similar futuristic fashion brand, told the New York Post that digital-only garments can be so rare and so exclusive, it makes sense that even though they aren’t tangible, they can cost hundreds of dollars.
Joe Garcia, a patron of Tribute Brand, spent around $60 for a full outfit that he split into two Instagram posts. “I get people asking me where I got those pants when they see my picture,” Garcia told the New York Post. “They don’t even realize that they’re cyber.”
The label is based in Croatia and is one of the first companies to foray into rejecting gender, size, shipping and waste from the fashion world.
According to the New York Times, we are consuming and tossing out more outfits than ever. Instagram has only promoted fast fashion with “fit pics” and inadvertently creating brands like Fashion Nova, which mass-produces popular styles specifically for Instagram.
If the fashion industry continues on this projected growth, it will be “responsible for a quarter of Earth’s climate budget by 2050,” reports the Business of Fashion’s 2018 analysis.
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Want to learn more about sustainable fashion? Check out In The Know’s interview with Brooklyn-based artist, Cara Piazza.
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