People are buying digital 'clothes' that aren't real — and they could be the next Instagram hit.
Hip Scandinavian fashion retailer Carlings knew it had to make a big impression when it launched its first online store in 2018 — years after most other apparel brands.
When the agency pitched the idea, it didn't go well. Carlings CEO Ronny Mikalsen called it "the strangest meeting of my life." "I didn't understand what they were talking about, making a digital collection ... I was like, this can't be serious, this is nothing that the consumers would be interested in," he told CNBC.
These virtual outfits look certain to up wearers' credibility on Instagram, Mikalsen added. "We created a new way of thinking for the fashion industry, for the consumers, we know we have a lot of influencers out there creating this fake reality that is not available for the everyday boy or girl," he said. The Carlings collection is genderless and available in any size, and also taps into the trend for reducing environmental impact.
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