From Metaverse Fashion Week to a slew of NFTs, wearables and futuristic retail spaces, the digital fashion landscape is unfolding at a rapid pace, with avenues of perceived opportunity unfurling in every direction. But a real jump in innovation that chimes with a luxury customer has so far proved evasive – whether forays into dressing digital avatars in Fortnite, Minecraft and Bitmoji, CFDA’s recent NFTs with Coach, Michael Kors, Tommy Hilfiger and more (prices starting at $15,000 each), or ‘digital couture house’ Auroboros, these various innovations seem to lack to experiential element which remains crucial to the luxury customer. With the recent crash of Bitcoin and the collapse of FTX, it can sometimes feel a bit like the same thin air.

A small group of new digital players, though, are doing things differently. Zero10, an AR fashion platform launched in 2020 by George Yashin aims to bridge traditional forms of fashion with the digital through its try-on technology. 2023 will see the launch of Syky, which straddles digital, physical and augmented fashion, founded by former Ralph Lauren digital executive Alice Delahunt. And then there is London-based Xydrobe. Here, we take a close-up look at one of the most promising players that might just change the way you shop.

What is Xydrobe?