You can now buy clothes for Instagram without ever wearing them IRL

With the current conversation around sustainable fashion, and reports that some influencers buy clothes and only wear them once, a Norwegian company Carlings has found an interesting solution: digital fashion.

The idea is similar to online shopping. You browse a selection of clothes, then pick something and order it. Except that you'll never wear it IRL, because said clothes aren't made of fabric or anything tangible. They are purely made to be worn virtually.

Instead, you simply send a picture of yourself to Carlings, where a team of 3D designers will digitally fit the item of clothing on you, and then you're ready to post it to Instagram.

Kicki Perrson, brand manager at Carlings, told ELLE, 'In real life, these types of designer clothes cost thousands of pounds and will usually be worn on social media once because of their distinct design.'

'By selling the digital collection at £15 per item, we’ve sort of democratised the economy of the fashion industry and at the same time opened up the world of taking chances with your styling, without leaving a negative carbon footprint.'

The brand also has a 'normal' collection, but she says the digital one is becoming more and more popular.

It'll be interesting to see if it takes off, and you can't argue it could potentially be a good solution to clothing waste.