It's called "digital fashion" and it's exactly as stupid as it sounds.

These "digital fashion designers" are creating unique clothing that can only be used online and selling them for thousands of dollars.

THOUSANDS for an outfit that doesn't physically exist.

The beauty of digital fashion is that you can wear anything. From fire to water, it's completely limitless and up to your imagination.

Except that it's augmented reality, so you can't literally wear it. It's just fancy high-tech drawings of imaginative clothing.

We describe ourselves as a science and tech based couture fashion house.

They're sitting around in their fancy London offices and drawing up clothes that go onto avatars people create for online interaction.

I'm sorry, the designs are cool. I won't crap on the designs. But this is seriously stupid.

You could make your avatar and get free "clothes" from anywhere or have these people design otherworldly outfits for thousands of dollars.

Literally, they are taking photos of people and photoshopping their digital clothing on top of them.

We're in trouble if people are spending money on this.

You can interchange garments as quickly as you put on a new filter and of course you're wearing fashion that has no material impact.

Oh good, at least it's good for the planet because it doesn't use actual material.

It's all fake, people. None of it is real.

This is the fate we deserve. Buying digital outfits for our digital avatars as we live in our digital world.

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