Dani Loftus on Leading a Cultural Metamorphosis Around Digital Fashion

The metaverse brings with it many guarantees: discovering id anew by means of digital means, the democratization of knowledge, and the potential to realize monetary independence, to call just a few. But, earlier than these broad-scope benchmarks might be achieved, it’s certainly as much as the blockchain-based builders of right this moment to iterate upon our present tradition to steer us into the longer term.

And though a true-to-form metaverse could also be a methods off, we’ve already begun to see glimmers of the fabled subsequent iteration of the web by means of advents like synthetic intelligence, Soulbound Tokens, and the crossover between digital and bodily. Particularly, due to the work of industry-leading creatives, corresponding to Dani Loftus, our collective perspective about what the longer term would possibly really feel, sound, and seem like continues to vary.

A pioneer within the digital vogue world, Loftus exists towards the forefront of the cultural metamorphosis have been presently experiencing. And since each week, nft now’s Subsequent Up unveils a brand new artist from our curated record of ascendant abilities who’ve been making vital waves all through Web3, this week, we’re excited to spotlight the continuing digital vogue revolution by means of the lens of Dani Loftus.

Dani Loftus

Dani Loftus is an artist, mannequin, and self-proclaimed imaginary influencer who has turn out to be identified for pioneering digital vogue by means of digital outfits shared on social media. She is the founding father of This Outfit Does Not Exist, a platform aimed toward bringing digital vogue to life by means of exploration and exhibition.

In April 2023, Loftus took one other stride towards the forefront of digital vogue innovation by launching Draup, a platform that goals to “carry code to couture.” Via Draup, Loftus seeks to create digital vogue collections in collaboration with pioneering artists — with the platform’s inaugural assortment that includes items from Nicolas Sassoon, who has labored with the likes of Uniqlo and Balenciaga.

In her endeavors, Loftus attracts on her previous expertise in blockchain-based fintech to assist drive the style {industry}’s transition in the direction of extra digital-leaning fashions of creation and consumption. Her need to revolutionize the accessibility and sustainability of digital clothes has led to her receiving numerous accolades each inside Web3 and the standard vogue {industry}.

We had the chance to ask Dani Loftus just a few questions on NFTs and her creative course of.

nft now: How did you first turn out to be /concerned in NFTs?

Loftus: My first job out of faculty was in a blockchain-based fintech, so my first expertise of an on-chain world was comparatively early. Within the years after, I labored in innovation (and would write sci-fi on the aspect) and have become fascinated by the idea of digitally native worlds and identities. I began as a digital vogue content material creator in 2020, launching This Outfit Does Not Exist in 2021.

It got here as a response to my pleasure round the place digitally native identities have been heading and since, on the time, there was completely nothing on the market (not a single article) explaining what digital vogue was or the promise it held. With the final bull market, when digital vogue took off, I noticed there was nonetheless a scarcity of creators actually experimenting with what it meant to make digital vogue past utilizing digital design software program. From there, Draup was born!

nft now: How would you describe your artwork?

Loftus: I believe ‘code as couture’ actually sums it up. For hundreds of years couture homes have introduced in the most effective seamstresses, tailors, and artistic administrators to carry their visions to life. We work with digital artists to that very same impact. Every assortment we create leverages components of their craft to inform a narrative that’s not simply tech-enabled however tech-enhanced.

Equally, all of our collections are generative. That means collectors get a singular piece of digital vogue tied to the broader assortment with a shared algorithmic thread. Most of the traits we code in usually are not replicable in digital artwork however ‘vogue native,’ materials, silhouette, and lower are all algorithmically influenced, which I hope has the impact of displaying what code-based couture actually represents. 

nft now: What’s your course of like? The place do you normally discover inspiration?

Loftus: As a result of every assortment is co-created in collaboration with a unique digitally native artist, our course of is intensive and collaborative. We start with a theme for a group or season which we expect could be a compelling story to inform. We then make a shortlist of the artists we might be excited to work with, essential right here is that digital vogue is an extension of their current observe.

They may have labored with textiles, collaborated with manufacturers, or experimented of their spare time with fashion-related tasks, however it’s important that they don’t see this as ‘making merch’ and have the eagerness that we do. As soon as we discover the artists, we resolve on a component to co-create (in our first assortment with Nicolas Sassoon, it was moire patterns) and a honed-in narrative. Then, whereas they go away and work on that, our crew does all of the sketches and 3D design (AKA the extra fashion-native components).

In the direction of the tip of the method, we come again collectively and start to converge their work and ours, each putting it into the material composition and coding components into our generative 3D traits. I’ve at all times been impressed by avant-garde creators and collectors who are likely to the fantastical aspect of vogue. Suppose Thierry Mugler, Isabella Blow, and Alexander McQueen. I additionally love nice tongue-in-cheek storytellers. The previous few months, that’s been MSCHF and Tommy Money.