Sexy Sweaters . When moodboards turn into sweaters
Fashion business has become unpredictable in the last years, reality is overcome by virtual worlds, people spend all their time at the computer rather than going out. While the old stores are struggling to sell, the online shop business is growing faster and faster. The reason of this new social phenomenon lies in the combination of two words: “World Wide Web” and “digital entrepreneurs”.
The question is: Is the web actually replacing reality? Lyst and Polyvore for example, are two of the many different web platforms where people interact with fashion in a new way; these companies are able to affect the market through an incredible army force of independent youngsters and digital experts. If you once needed a magazine to see the trends of the season, nowadays it’s not anymore necessary; a fashion crowd is taking shape online and they share opinions with million and million of followers. The difference between the past and the present is that they not only cover the role of readers, but they interact actively on the creations of digital contents, they became personal shoppers, cool hunters, stylists with a good level of passion and expertise.
Sexy Sweaters is one of the best example, they are a duo from Washington (Alec and Greta) who created a website with hundreds of imaginary sweaters; they decided to showcase their work trough the tumblr network, but their creations are crossing the digital platform up to the bloggers community. Some of their proposals are really astonishing in the choice of photographic topics; I bet a real collaboration with the fashion system may arise in the near future. The web is a stage of freedom and talents, perhaps the most democratic place on earth where reality is melted to virtuality, where a natural selection of talents take place, a kind of Darwinian selection. Below there are my favorites ones, although the photographic technique needs a lot of time to get to this level of definition… wool is not cotton.
I’m wondering if these guys will be able to make the leap from virtual to real… I really hope so! I love seeing people realize their dreams.
Morethanlove
Cute notes of their FAQ area:
Where can i buy a sweater?
You can’t yet!
I see some of my art on one of your sweaters.
Because we get our images from all over, it’s almost impossible to find for sure who the source is. if you see your art, please contact us, because we want to credit you! if you’d like us to take it down, or have any other request, we’ll do our best to fill it (if you ask for a cake delivered to your door with “sorry” spelled out with condoms, that probably won’t happen).
