{"id":65777,"date":"2020-08-09T01:50:16","date_gmt":"2020-08-09T01:50:16","guid":{"rendered":"https:\/\/www.thefastfashion.com\/?p=65777"},"modified":"2020-08-09T01:50:16","modified_gmt":"2020-08-09T01:50:16","slug":"buy-700-dollar-shirt-doesnt-exist","status":"publish","type":"post","link":"https:\/\/www.thefastfashion.com\/?p=65777","title":{"rendered":"Would you buy a $700 dollar shirt that doesn\u2019t exist?"},"content":{"rendered":"

The Internet emperor has no clothes.<\/p>\n

\u201cContactless fashion\u201d line\u00a0Tribute Brand\u00a0is banking on customers happily forking over $699 for their \u201cZezy\u201d shirt, a plasticky-looking blouse with flared short sleeves in either neon green or red \u2014 that they\u2019ll never physically receive.<\/p>\n

What they get instead is a \u201cphoto they have uploaded, with the digital garment fitted to it\u201d according to Tribute\u2019s Web site, plus a \u201cdigital certificate of authenticity as a proof of owning the digital product.\u201d<\/p>\n

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Basically, you\u2019re paying to have someone digitally superimpose a piece of clothing onto a selfie.<\/p>\n

The Croatia-based label, co-founded by designers Filip Vajda and Gala Marija Vrbanic, is betting on novelty and their rejection of old-school fashion tropes like \u201cgender,\u201d \u201csize,\u201d \u201cshipping\u201d and \u201cwaste\u201d as selling points, per their website. Also out? Fabric, thread, seams and the ability to actually venture outside wearing the piece without being arrested for indecent exposure.<\/p>\n

While it\u2019s unclear if anyone has purchased the $699 shirt yet \u2014 designers were on vacation and declined to comment for this story \u2014 the brand does offer pieces priced more like Dillard\u2019s than Dior.<\/p>\n

Joe Garcia, a Pasadena, Calif.-based stylist, shelled out for a tight silver top and green trousers with futuristic ruffled cellophane-like overlay, each for $29, after seeing Lady Gaga\u2019s stylist Nicola Formichetti model the line on Instagram.<\/p>\n\n

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\u201cI get people asking me where I got those pants when they see my picture,\u201d said Garcia, 38. \u201cThey don\u2019t even realize that they\u2019re cyber.\u201d<\/p>\n

The fact that the clothes don\u2019t exist adds to the cool factor, said Garcia, who didn\u2019t even have to get off the couch to peacock for his 1,157 followers. \u201cI was on my day off just hanging out,\u201d he said. He chose pieces that caught his eye and uploaded \u201ca good selfie and another full-body one. I already had both pictures on my phone.\u201d He waited patiently while Tribute, which promises a finished look in one to five work days, digitally sewed on his fantastical new wardrobe using software to create a lifelike look, with shadows, creases in the right spots, and a snug fit.<\/p>\n

Virtual try-ons have been a thing for a while \u2014\u00a0Warby Parker\u00a0will map frames onto your pictures with its app, and\u00a0a few beauty brands\u00a0will give you a peek at a new lip color splashed on a selfie before you commit \u2014 but always with the tacit agreement that the real thing will eventually come in the mail.<\/p>\n

And even though you won\u2019t ever receive a Tribute piece, they still have the cachet of selling out. Most designs are \u201climited\u201d to 100 pieces with \u201cno reissue.\u201d That pricey shirt, which was \u201cworn\u201d in a Paper magazine shoot earlier this summer, has a run of only three.<\/p>\n

Adv<\/em>.<\/strong><\/p>\r\n\r\n