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Google launches digital fashion collection with The Fabricant and Dress X

Jeremy Lim
23 November 2021

Google has launched a limited edition digital fashion collection today, showcasing its flagship Google Pixel 6 phone's customisation features and offering people the chance to own digital garments designed by leading fashion creatives.

Developed with digital fashion houses The Fabricant and DressX, the The Google Pixel 6: Material You Collection’ is the latest addition to the new digital fashion phenomenon. The new Google Pixel 6 was used as a tool to create the concepts for the garments, with the Pixel camera and new Magic Eraser tool used to capture and edit image inspiration for mood boards and the dynamic colour capabilities of Material You to theme the collection.

Available for all body shapes and genders in a range of Material You inspired colours, the 12-piece carbon neutral collection consists of The Duke Puffer by Tempah, The New Romantic by Butler, Gentleman Jack by Guinness,  The Padma Raksasa Dress by Rizwan, Pixelation by De’Volle, and Aurora by Looney.

The collection drops for free today through via DressX site. Users can choose a garment from the collection and upload a photograph of themselves onto the page. Their image will then be sent back, dressed in their chosen item.

Pixel 6 Material You collection cutout

Daria Shapovalova and Natalia Modenova, DRESSX Founders said: "DRESSX is proud to collaborate with Google Pixel, The Fabricant, and The Pixel 6 in our mission to embrace the future of fashion technology and make digital clothing accessible to everyone at the click of a button on their mobile devices.

"Being early pioneers in the digital fashion field, we are excited to see one of the biggest and the most influential companies in the world passionately supporting the digital fashion movement, enabling freedom of self-expression and celebrating individuality by launching the unique Pixel 6: Material You Collection. We see the collection as the next major step towards an immersive, accessible, and sustainable future of fashion, and at DRESSX we are proud to be building it alongside one of the most advanced companies in the field."

Commenting on the digital collection, British rapper Tinie Tempah said: "When designing my garment I used the Pixel 6 to scan objects like furniture, industrial equipment and clothing to understand how things were produced, which helped inform my ideas and inspiration. We already have avatars and online versions of ourselves so it's amazing to be able to have virtual outfits too. I’ve really enjoyed exploring the endless possibilities of technology and our phones with Google Pixel."

Model and writer Radam Ridwan added: “As a non-binary person of colour, fashion has played a critical part in the exploration of my self-expression. Fashion is a way to put our culture and individuality on show, that transcends the boundaries of uniformity. I have always loved nature, especially flowers, so it’s not surprising that I’m obsessed with the biggest flower in the world – known to those from my father’s village in Indonesia as the Padma Raksasa. I also like to think of myself as a giant flower so the final design of the garment represents my pursuit to become the gargantuan, rare, bright red, bizarre-shaped flower of my dreams."

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