Earlier this year Richard Ma

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Earlier this year Richard Ma, the chief executive of San Francisco-based security company Quantstamp, spent $9,500 (£7,500) on a dress for his wife.]

Digital collection

Another fashion house designing for the digital space is Carlings. The Scandinavian company released a digital street wear collection, starting at around £9 ($11), last October.

It “sold out” within a month.

“It sounds kinda stupid to say we ‘sold out’, which is theoretically impossible when you work with a digital collection because you can create as many as you want,” explains Ronny Mikalsen, Carlings’ brand director.

“We had set a limit on the amount of products we were going to produce to make it a bit more special.

Being digital-only allows designers to create items that can push boundaries of extravagance or possibilities.

“You wouldn’t buy a white t-shirt digitally, right? Because it makes no sense showing it off. So it has to be something that you really either want to show off, or an item that you wouldn’t dare to buy physically, or you couldn’t afford to buy physically.”

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