One surprise outtake: those interested in digital fashion are not just crypto enthusiasts 47 per cent are not crypto users.
Of those surveyed, 82 per cent have already purchased some kind of virtual item and one-third had already purchased digital fashion. Half are millennials and the others are Gen Z or Gen X, evenly split between men and women (with 1 per cent non-binary). The survey of 3,000 people across eight global markets (US, UK, Germany, Mexico, Korea, Saudi Arabia, Egypt and UAE) is notable for reaching people who didn’t all identify as tech enthusiasts or early adopters. The project is regarded as one of the most influential early digital fashion collections, and in 2019, won the highest prize at Cannes Lions. “We have a lot of predictions and ideas around where things are heading, and now we have the data to back it up,” says Morten Grubak, global executive creative director of innovation at Virtue Worldwide, who created the sellout digital fashion collection for Norwegian fashion retailer Carlings in 2018.
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