Farfetch is the first company that tests this month along with digital fashion platform DressX the practice of “digital sampling”, digitally dressing influencers to promote the launch of its new pre-order offer from brands such as Balenciaga, Palm Angels, Khaite, Off-White, Oscar de la Renta, Dolce & Gabbana, Nanushka, Casablanca and Nicholas Kirkwood.
In her article for VogueBusiness “Influencers are wearing digital versions of physical clothes now”Maghan McDowell writes about the advantages of digital patterns over physical garments and explains how digital sampling works.
According to the article, influencers receive instructions on how to take their pictures and how to pose for the digital proof. Each influencer chooses their preferred look. After providing several images that are digitally cropped by the DressX team, Farfetch, DressX and the influencer review the images to make any necessary changes.
For the digital sampling test, Farfetch selected 10 global influencers and creatives who have a passion for futuristic digital fashion and identify themselves with the Farfetch brand. The collaboration is being carried out for example with Emirati twins @twinshadban, with Korean artist @cheristyle_ , with Kuwaiti artist @taiibbbaaa, as well as with the twins @q2han.
“It’s a way of testing if products are interesting enough for people to buy, before having a massive stock of samples that people don’t want,” says Thinh Petrus Nguyen, director artístico de la marca danesa Han Kjøbenhavn.