Afterpay launches Australia’s first Digital Haute Couture

Global payments platform Afterpay has partnered with renowned Australian designer, Toni Maticevski and leading international digital fashion house, The Fabricant, to create Australia’s first piece of unisex digital haute couture, the Animator Overcoat, as a digital fashion experience at Afterpay Australian Fashion Week.

Housed at Carriageworks alongside The Quarter by Afterpay (lounge by invitation for AAFW guests), Afterpay’s Digi_Couture activation offers AAFW attendees the chance to be photographed by a fashion photographer, digitally dressed by expert designers and receive an exclusive shareable asset of them wearing the Animator Overcoat.

Digitally dressing attendees in the Animator Overcoat is the team at DressX, a platform that offers virtual clothes that can be worn on photos as a substitute for buying physical clothes solely for content creation.

Unconstrained by the boundaries of the physical realm, the digital-only concept is intended to start a conversation about the creative and commercial role this technology could play in realising Afterpay’s vision for a future of a fashion that is more accessible, inclusive and sustainable.

Speaking of the design brief, Australian Designer, Toni Maticevski, notes, “The liquid aesthetic of the garment embodies fluidity between worlds, but also between gender, ideas of materiality, beauty and hostility, the possible and impossible. It offers the wearer a chance to express multiple concepts simultaneously.”