Nonexistent clothes

What is virtual clothing and why is it becoming popular?

Reading time 4 minutes

Imagine that you browse online stores in search of new clothes, and your eye involuntarily clings to a magnificent jacket. After a moment of thought, you decide to purchase it. But instead of ordering this jacket and getting it in your hands, you send one of your photos, and after a while you get it back. The only difference is that now you are depicted in a new jacket.

виртуальная одежда
The collection of virtual clothing by “Carlings”

This concept of digital clothing may seem strange, but it was based on games and applications. The users spend real money on their virtual character’s clothes and hairstyle. Thus, the profit of the game “Covet Fashion”, which allows players to try on designer clothes and accessories using digital visualization, amounted to $ 53.4 million for 2018.

The first collection of virtual clothing, which was released in November 2018 by “Carlings”, instantly gained popularity. “In real life”, says Kiki Person, a manager of Scandinavian company, “such designer clothes cost thousands of pounds and are worn only once —to be posted on social networks.”

виртуальная одежда
The collection of virtual clothing by “Carlings”

Digital clothing has received many positive reviews and has become a trend not only in Scandinavia. So, the influencer Daria Simonova was one of the first in the world to try on virtual trousers and a jacket. The girl noted that the concept was interesting and in line with modern trends.

“Firstly, it is eco-friendly, and secondly, clothing these days is more of an art on social networks. Virtual clothing is very convenient, and its design potential is huge, because it is cheaper to create.”

 Since 2018, digital clothing has spread throughout the world. In May 2019, a virtual dress was sold at a charity auction for £ 7,500. “In ten years, everyone will be wearing digital clothes”, says Mr. Ma, a buyer of this dress. “It’s definitely very expensive, but it’s a bit of an investment”, he added.

виртуальная одежда
The collection of virtual clothing by “Carlings”

There are also companies producing digital clothing in Russia. The “Грань” brand presented a collection that was advertised by Alyona Pole, a virtual model: “I experiment a lot with digital materials, because I believe that new fashion should be environmentally friendly and should not destroy the environment.”

 

 

Coronavirus is a new trend of the year

How the disease has incluenced on the fashion industry

Reading time 5 minutes

When you enter the subway, citizens with masks on their faces surround you. When you scroll through social networks, you notice numerous memes about the coronavirus and the end of the world. We follow the covenant of Joan Rowling: “Fear of a name only enhances the fear of one who wears it.” Masked people went outside, but they won’t save your lives.

Coronavirus is a serious disease, a cure from which will be found in the near future. We hope. In the meantime, it not only affects the body, but also influences on various areas of life. For example, coronavirus is ruthless to the fashion industry. Shanghai Fashion Week has been postponed due to concern of the organizers. It was supposed to start on March, 26th. New dates have not yet been announced, but it is already mid-February. We remind you that Fashion Week is a large-scale event and it takes time to prepare for one: you need to book locations, arrange with coordinators and look for venues for an after-party. A month before the start, a lot of people have already been involved and the  designers take care of their health.

Marine Serre show 19/20

The economic component is an equally important indicator for the organizers. According to Kommersant, a relatively small number of Chinese buyers were recognized at London Fashion Week. This fact worries brand founders a lot. Ralph Lauren, Burberry, Nike, Capri fashion house, which owns brands Michael Kors, Versace, Jimmy Choo and others, have closed many of their outlets in China, as well as they reduced the opening hours of the remaining ones. The ProFashion portal claims that Ralph Lauren sales will fall to $ 55-70 million because of the epidemic during the fourth quarter of 2020. While looking for a way to survive possible losses, two large conglomerates LVMH and Kering, as well as other fashion companies donated over $ 2.88 billion for the vaccine’s research.

Marine Serre Ready To Wear Fall Winter 18/19

Despite the financial torubles, coronavirus made another problem visible – the popularity of various things that hide faces. Robbers have never been so in vogue. Lots of magazines, for example, Fashion United, call medical masks a new trend of the season. A curious fact is that fashionistas or sincerely frightened individuals buy rolls of masks from Aliexpress, a web-site which supplies goods from China. The Blueprint mentions that the virus cannot exist outside of biological objects. So, you can safely purchase cheap goods from Chinese retailers. But it can be doubted that they will be delivered quickly, as the work process is intermittent. The workers might get sick because the factories are located near the outbreak.

Balaclava IknitHandmade 19/20

Many clothing brands, in obedience to protests, demonstrated masked models, balaclavas and respirators (Gucci, Rick Owens, Moncler and even Calvin Klein) on the catwalk in past seasons. They seemed to foresee that at the beginning of 2020, these accessories would become the most popular. Fashionistas buy specific medical accessories or knitted balaclavas, not only because of the fear of infection, but because of the atmosphere of general concern. While others are afraid of going out, they show their awareness, firstly, in terms of news, and secondly, in terms of fashion trends.

 

From fast fashion to sustainable consumption

H&M is now renting clothes

Reading time 4 minutes

The Swedish retailer H&M has joined the eco-initiative previously put forward by competitors – Banana Republic and Urban Outfitters. The giant of the mass market began to test the service of clothes rental, the company said in its official statement. It was decided to start with a flagship store in Stockholm: residents of the Scandinavian capital will be able to rent their favorite items, wear them for a week, and then return them to the store. However, you should not flatter yourself – you can only have three items at the same time and the pleasure is not for free. The price of renting is 350 SEK (≈ 2,350 rubles) per item.

Interior of Times Square H&M store. Hennes & Mauritz  is a Swedish multinational retail-clothing company, known for its fast-fashion clothing for men, women, teenagers and children.

We have been looking in this direction for many years and are happy to finally provide fashionistas with the opportunity to rent items from our collections. H&M is committed to changing the way we manufacture and consume fashion”, said Pascal Brun, Head of Sustainability Department at H&M.

In order to inspire customers to reuse and recycle their clothing, H&M opened an atelier in the same flagship store in Stockholm. So, the Swedes will be able not only to rent new clothes, but also to repair the “oldies” of the wardrobe.

H&M flagship store at Times Square (New York, USA)

Innovations will be tested during three months and, if they turn out to be successful, will be introduced in H&M stores around the world. We can only wait until the innovations reach Russia, and not to forget about another service available at Moscow H&M stores. They accept clothing for recycle use.

It is worth paying tribute to H&M. The Swedish company passed the year of 2019 under the “eco” sign. The brand completely abandoned plastic bags in favor of paper bags and presented the next collection of Conscious Exclusive clothing made from recycled materials. The designers utilized pineapple fiber instead of genuine leather, waste from oranges instead of silk. These are modern environmental alternatives to raw materials of animal origin.

 

 

Rihanna named world’s richest female musician

Forbes estimated the fortune of a pop diva at $600 million

Reading time 3 minutes

Popular singer Rihanna topped the list of the richest women in the music industry. She received this status thanks to a large contract with a world leader in the production of luxury clothes LVMH Moët Hennessy Louis Vuitton. The corporation includes such brands as Louis Vuitton, Guerlain, Moët & Chandon, Givenchy, Chaumet and Hennessy. LVMH is headed by billionaire Bernard Arnaud, his family is in 4th place on the Forbes list. Arno’s fortune is estimated at $76 billion.

Fenty Beauty
The greatest income to the singer brings luxury decorative cosmetics

Renowned singer and LVMH have been working together on Fenty Beauty luxury cosmetics brand since 2017. At the initial stage, sales of the line simultaneously covered the Internet and 1,620 stores in more than 17 countries of the world. Products also represented the largest network of cosmetics stores Sephora, which is also owned by LVMH. Within a few weeks of sales, the new cosmetic line brought the creators about $100 million. An important success factor was the promotion of the brand in an Instagram-star account, which is followed by 72 million users. In 2018, the creators of Fenty Beauty earned about $570 million.

LVMH presumably owns 50% of the company, while the singer owns 15%. The official representative of Rihanna denied this information, but he did not share the exact data.

In addition to the cosmetic brand, Rihanna is also promoting her Savage X Fenty underwear line. The singer leads this project together with a large retailer TechStyle Fashion Group. The main idea of ​​the brand is that beauty is different, and girls should not be ashamed of their bodies.

In May of this year, a popular singer with the support of the LVMH corporation presented her own fashion house Fenty. The brand creates luxury clothing, shoes, accessories and jewelry. Rihanna believes that Bernard Arno is the best partner in business and in creativity. According to the singer, the general director of LVMH gave the actress complete freedom of action and trusted her taste.

Fenty luxury brand has become the first fashion house created by Moët Hennessy Louis Vuitton in the last 30 years. The line from Rihanna promotes the principles of inclusion and offers a wide range of sizes.

Messi, Ronaldo and Neymar are the richest athletes

For the first time, three footballers headed the list of the highest paid athletes, according to Forbes

Reading time 5 minutes

Every year, Forbes magazine ranks the richest athletes, which takes into account professional earnings, prize awards and advertising contracts. In 2019, the palm went to Lionel Messi, who earned 127 million in one year. Ronaldo followed with 109 million revenues and Neymar with 105 million.

For many years Lionel Messi and Cristiano Ronaldo have been among the three richest athletes according to Forbes

The captain of the national team of Argentina and Barcelona has the highest salary among football players. The Catalan club pays Messi 42 million dollars a year, in total with image and prize payments he receives 92 million. In addition, Messi has contracts with Adidas, MasterCard and PepsiCo. In the past, Messi had a trial with the Spanish tax service, after which Barcelona had pledged to pay off the player’s debts and pay his taxes. Such a gesture from the club has significantly saved the cost of a football player.

Lionel Messi is the face of PepsiCo soft drinks

Cristiano Ronaldo has repeatedly headed the list of the highest paid athletes. In recent years, he began to give first place to his sworn rival Lionel Messi. The main income is advertising contracts and business activities. Cristiano Ronaldo has his own line of clothing and underwear, hotels in New York, Madrid, Lisbon and on the native island of Madeira. Recently opened cosmetology clinic in Spain. He gave this clinic to his bride, Georgina Rodriguez. Brand CR7 brings a separate income. In addition, Ronaldo has a lifetime contract with Nike, the amount of the transaction amounted to more than $ 1 billion.

Cristiano Ronaldo has a line of clothing and underwear under the logo CR7

After moving from Barcelona to PSG, Neymar’s annual income increased significantly. His salary in the Paris club is 38 million dollars. In total, with prize and image payments, it reaches 75 million. The Instagram player has 120 million subscribers, and one advertising post in it costs almost 500 thousand dollars.

Neymar, like Ronaldo, represents the sports brand Nike

For the first time, only footballers entered the top 3 richest sportsmen according to Forbes. Last year, boxer Floyd Mayweather, who earned the lion’s share of his fees after winning a victory over Conor McGregor, won first place. Tennis player Serena Williams with $ 29.5 million in revenue was the only woman who entered the Forbes list. She earned on advertising contracts five times more than on a tennis court.

The only representative of the female half of the sport was tennis player Serena Williams

The rating from Forbes includes representatives of basketball, football, tennis, boxing and Formula 1 racing.

From Jay-Z to Drake: Richest Rappers

The Forbes rating is headed by the first billionaire in hip-hop culture — Jay-Z

Reading time 7 minutes

In early June, an influential financial publication Forbes published a list of the richest rap artists. The wealthiest rapper in the world is a hip-hop artist Jay-Z, the husband of the famous R’n’B singer Beyoncé. In early 2000s he sang: «I’m already the G.O.A.T. — next stop is the billie». So it happened: today the musician’s capital is one billion dollars. Jay-Z became the first owner of a billion dollars in the history of hip-hop culture.

Jay-Z (Shawn Corey Carter) for the second year in a row becomes the wealthiest rapper in the world

The rapper invested in a private company Uber, music service Tidal, alcohol production company Armand de Brignac и D`Uss. The musician gains his profit from concerts and Roc Nation service, and also a partnership with the recording Studio Def Jam. The real estate of Jay-Z and his wife Beyoncé is estimated at $50 million, and the collection of art objects — $ 70 million.

The younger generation of hip-hop artists takes Jay-Z as an example of success. TV presenter and novice rapper Fab 5 Freddy believes that Jay-Z — an example of how to make the real American dream come true.

Second place — Dr. Dre, $800 million

Dr. Dre (Andre Romelle Young ) was considered the richest artist in hip-hop culture until March 2018

Five years ago, Dr. Dre. declared himself the owner of a billion dollars. However, Forbes did not confirm this information about his financial condition. In 2014, the musician sold his line of headphones Beats by Dr. Dre to Apple for three billion dollars. He owned approximately 20-25% of the company’s shares. For the deal with Apple, hip-hop artist received an advance of about $500 million. Only last summer the company paid Dr. Dre remaining fee, however, even this did not help him top the Forbes’s list.

In recent years, the artist has put his music in the background. Dr. Dre invested his money in real estate and charity. He bought a huge Villa in California for $40 million. Together with partner Jimmy Iovine, he also invested $70 million in the development of the Academy of Arts at the University of Southern California.

Third place — Diddy, $740 million

In 2017, P. Diddy (Sean John Combs)  was recognized as the wealthiest hip-hop artist

Hip-hop artist Diddy earned his first money at the age of 12 by selling newspapers. He admitted this in an interview in the anniversary issue of Forbes. At that time the edition considered Diddy to be the wealthiest and most influential rap artist.

Now the musician takes the third place in the list of the richest rappers. Market fluctuations have a negative impact on his business projects. The most unprofitable were the cable  business Revolt and the clothing brand Sean John.

However, the rapper Diddy owns a successful business as well. For example, the production of luxury vodka Ciroc. Products give the musician a lot of money, as the volume of sales has increased in recent years. According to Forbes, Diddy will soon replace Jay-Z and become a billionaire.

Fourth place — Kanye West, $240 million

Kanye West
In the promotion of the collection of sneakers Yeezy, actively involved the wife of the rapper – Kim Kardashian

The famous performer and husband of epotage Kim Kardashian Kanye West ranks fourth in the list of wealthy colleagues. Recently, the musician can be spotted at private Sunday services on the South coast. West also held an Easter service at the largest Coachella festival.

In 2016, the musician told about his debt of $53 million. Then he suggested the Facebook founder Mark Zuckerberg to invest one billion dollars in his projects. In 2019, Kanye West still entered the top five wealthy artists in hip-hop culture, but thanks to another source of investment. Kanye West has a partnership  with the sports brand Adidas for more than one year. Prior to this brand, the artist had a contract with Nike. This collaboration with Adidas brings huge income to the rapper, his line of sneakers Yeezy is gaining more and more popularity. According to Forbes, if Yeezy sales do not stop growing, Kanye West will become a billionaire thanks to the business.

Fifth place — Drake, $150 million

Drake
Hip hop artist Drake produces strong alcohol, which brings him huge profits

Concludes the list of the richest hip-hop artists 32-year-old canadian rapper Drake. But he is already catching up with his colleagues: over the past year, his musician’s capital has doubled. Drake has invested in real estate and in its own brand of whiskey Virginia Black. The rapper cooperates with the XS Nightclub in Las Vegas, which also brings the rapper a large fee.

In 2013, the musician admitted that earning more money is one of his main goals. And he sticks to the plan: since that time, the average price tag for one concert of the artist has grown from $500,000 to more than two million dollars.

Competitors reconciled on the “cloud”

Sony and Microsoft join forces in cloud gaming

Reading time 4 minutes

Sony and Microsoft have always been fierce rivals in the video game market. In the conversations of gamers you can often hear such a phrase as the “war of consoles”. Each next generation of game consoles has a winner. But recently, companies have begun to cooperate in the field of cloud gaming and artificial intelligence. This news came as a surprise to the whole community.

Kenichiro Yoshida, President and CEO of Sony Corporation (left), along with Satya Nadella, Microsoft CEO

The companies intend to jointly develop cloud solutions based on Microsoft Azure and look for possible options for using the database platform for Sony streaming and gaming services as part of the memorandum of understanding signed by the parties. In addition, the parties intend to work together on the development of semiconductors and AI, used to create “smart” photomatix and other products.

Thus, Sony became a Microsoft client, acquiring the power of their Azure cloud system for their gaming services. Most likely, Sony wants to improve the quality of the PlayStation Now, which allows you to run PS4 games through the cloud on other devices.

Despite all the excitement around the launch of PlayStation Now, it’s not so convenient to use

Up to this point, Sony did not show much interest in streaming services – users did not expect such a change of course from the Japanese company. It seems that Sony has pushed the xCloud initiative from Microsoft and the announcement of Google Stadia from Google to the decision to develop cloud gaming. Nevertheless, they decided to turn to Microsoft for help, instead of developing a platform from scratch. Most likely, these actions are connected with the desire of Sony not to lose focus on the development and quality of games. On the contrary, Microsoft in the past few years has focused on creating services and package offers, rather than on building up a library of exclusive games.

It seems that this unexpected agreement, contrary to all contradictions, satisfies the interests of both parties. It is possible that we will soon be able to see more from this collaboration, and how xCloud and Sony services will compete with Stadia from Google.

Around the World with Dior: cruise shows from French Fashion House

A resort show of the brand took place in Marrakech on April 29

Reading time 4 minutes

The place of rendezvous for celebrity, VIP guests, stylists, journalists and other representatives of the fashion industry was the Palace of El-Badi, built in 1578. Models demonstrated clothing with ethnic music. The pond, lined with candles, was the setting for the podium. Fabrics with waxed prints, which incorporate the cultural code of African countries, have become the leitmotif of the show.

The destination for the third show with Maria Grazia Chiuri was not chosen by chance. 2020 collection is an homage to the work to Yves Saint Laurent, who drew inspiration in Morocco from the time of his debut work for the home.

Demonstration of resort clothing in Marrakech – this is not the first show of the brand abroad. Cruise collections more than once traveled beyond the borders of their native Paris for the 72-year history of the brand. In 1948, a year after the foundation of the house, Christian Dior launched the Resort and Spring project, the Russian media called it a cruise collection. Potential clients of the campaign are American women who like to spend their winter holidays on warm islands.

“If you travel a lot, you need compact clothes — lightweight and unshakable, which does not take up much space in a suitcase,” Christian Dior wrote in his “Little Fashion Dictionary”.

Christian Dior Resort 2007 in the time of John Galliano

John Galliano revived the tradition of cruise shows. The show took place in New York in 2006, after which Resort-collections became an obligatory part of the fashionable Dior calendar. Since then, the show has been demonstrated twice in New York in 2007 and 2008. The cruise collection visited Shanghai in 2009. In May 2015, Villa Palais Bulles, a futuristic sculpted mansion of the Hungarian architect Antti Lovag, was chosen as the showcase for the cruise collection. This mansion resembles a stretched mass of terracotta colored bubbles. Then Christian Dior fans were invited to the residence of the Dukes of Marlborough Blenheim Palace, near Oxford, where in 1954 Christian Dior made a show of the winter collection to raise funds for the British branch of the Red Cross.

Dior cruise collection at the Palais Bulles Villa

Maria Grazia Chiuri left the post of Valentino creative director and took the place of Raf Simons who left Dior in 2016. Her first cruise collection 2017 was held in the California desert, and the next one took the audience to the equestrian Palace of Chantilly, built by architect IV Auber. This estate played a big role in the history of the fashion house, Christian Dior called a bright symbol of the French savoir-vivre (“the art of living”).

Show of Dior cruise collection in the California desert

 

Americans are shocked: Apple has released the card with cashback

Russian users are only grinning, cashback is not new for them

Reading time 4 minutes

Apple has presented its own virtual credit card – Apple Card. When paying by credit card, the company instantly returns 2% of the total purchase amount. It is easy to order a card: just spent a few minutes in the Apple Wallet app. To use the service you need only the iPhone.

At the presentation, the card was given not so much time as the rest of Apple’s new products, but presented in sufficient details. The company showed its physical carrier – a titanium card without a number, a term and a CVV code. All necessary data will be stored on the phone without which it is impossible to use the card.

You can see the history of recent transactions easily in an application that enables you to keep statistics. At the presentation, the user-friendly interface caused delight and loud applause from the audience. The fact that the Apple card has interested users is also confirmed by media statistics. The chief editor of The Verge, Nilay Patel, said that the article about the Apple Card was the most viewed material about apple products. The Russian Internet publication TJ declared exactly the same.

Apple Card application design

In Russia, such a rush around Apple’s card was viewed with irony. The fact is that Russian users have been familiar with cashback and high-quality online applications. These services have been provided by «Sberbank» , «Tinkoff Bank» and «Rocketbank» for many years.

And this is really the case when the States are in no hurry to keep up with progress. In Russia the flowering of IT technologies in the banking sector began in the 2010s. One of the first innovative banks was «Tinkoff» in 2011, and later – «Rocketbank» in 2013. Therefore, the presence of mobile banking and the return of interest on purchases of a Russian user is no longer surprising.

Russia is one of the leaders among countries that use Apple Pay

According to experts, the Apple Card will not immediately become the market leader. However, it is expected that the card will push for changes stagnant US banking sphere.

Balenciaga and Farfetch collaborated to save animals

The brands will donate a part of their profit from a new collection to The International Union for Conservation of Nature

Reading time 4 minutes

Balenciaga fashion house released a new collection for e-tailer Farfetch dedicated to rare animal species. The main goal of this collaboration between the famous French brand and the biggest online platform is to demonstrate endangered species.

New collection from Balenciaga

This exclusive capsule collection consists of clothes, shoes, and accessories for men, women, and children. The clothes are illustrated with Large Pandas, Asian Elephants, North White Rhinoceros and Blue Whales — these species are threatened with extinction right now. While creating this limited edition, the brand did not use leather, fur and down materials. The collection is also complimented by popular models presented in new colors and materials.

A North White Rhinoceros on a shirt from Balenciaga

A presentation of the new clothing line played a big role for Balenciaga fashion house. For the lookbook, two leading luxury companies decided to hold a creative photoshoot. The models were photographed with natural landscapes on the background — this way the designers wanted to stress the acute problem of preserving the environment. To make the album for the collection, the brand blurred the background on all photos in order to emphasise the fragility of nature. While the rare representatives of fauna are depicted clearly.

The lookbook of the exclusive collection from Balenciaga

The fashion house expresses its concern with the current ecological situation. CEO of the label, Cédric Charbit, encourages all fashion connoisseurs to support organizations aiming to save rare animal species. A part of a profit from sales of the limited collection will be donated to The International Union for Conservation of Nature — the Swiss charity organization. Moreover, Cédric Charbit mentioned that Balenciaga shares with the organization the same values.

The lookbook of the exclusive collection from Balenciaga

According to José Neves, the founder of Farfetch, the brand Balenciaga is very popular among users of the online platform. He considers this partnership pretty advantageous, because it will bring new clients. The e-tailer represented exclusive wear which can be purchased only through the company’s web site.