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The Next Fashion Trend is Clothes that Don't Exist

Daniella Loftus was an influencer in real-world fashion before devoting herself full-time to digital clothes. Christophe ARCHAMBAULT AFP
Daniella Loftus was an influencer in real-world fashion before devoting herself full-time to digital clothes. Christophe ARCHAMBAULT AFP
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The Next Fashion Trend is Clothes that Don't Exist

Daniella Loftus was an influencer in real-world fashion before devoting herself full-time to digital clothes. Christophe ARCHAMBAULT AFP
Daniella Loftus was an influencer in real-world fashion before devoting herself full-time to digital clothes. Christophe ARCHAMBAULT AFP

The online metaverse is coming and if we're going to be spending more time in virtual worlds, there's one crucial question: What are you going to wear?

"When I first started talking about this, my friends were like, 'What are you talking about?'" said 27-year-old Daniella Loftus.

"But my 14-year-old cousins understood it immediately."

For many, the idea of buying clothes that don't exist is a conceptual leap too far, says AFP.

But emerging digital fashion stores are tapping into a growing market -- not actual clothes but digitally generated outfits that stores simply photoshop onto a customer's photos or videos to be posted onto Instagram and elsewhere.

Soon they are likely to become a way to dress your avatar when interacting in online games and meeting places, all potentially while reclining in sweat pants in your own home.

British influencer Loftus sees so much potential that last month she gave up her job with a fashion consultancy to devote herself full-time to her website, This Outfit Does Not Exist.

Her Instagram shows the potential of virtual clothing that doesn't need to obey the laws of physics -- from a shimmering silver liquid pant suit with tentacles, to a wobbling pink creation with lasers firing out of her bustier.

"Digital is coming to overtake physical. Kids are asking each other: 'What skin did you have in this game yesterday?'" said Loftus.

- Eye-catching -

Isabelle Boemeke, a Brazilian model and influencer, is already an avid buyer of digital outfits.

Online, she is known as Isodope and merges high fashion with a serious commitment to clean energy and environmental activism.

Isabelle Boemeke describes herself as the first 'nuclear influencer'
Isabelle Boemeke describes herself as the first 'nuclear influencer' Jamie McCarthy GETTY IMAGES NORTH AMERICA/AFP
Her other-worldly style fits neatly with her message.

"I wanted to do something very eye-catching and bold. If my videos featured me wearing a T-shirt and jeans, they wouldn't have the same appeal," Boemeke told AFP.

"Models nowadays have the freedom to share more about their personal lives and personalities. I'm a big nerd and I love expressing myself in different ways through fashion or makeup."

That's the demand, so the supply is coming fast.

Outfits on digital fashion store DressX range from $25 hats to strange jellyfish-like dresses for hundreds of dollars.

"Every brand in the future will be on board with digital fashion," said DressX co-founder Daria Shapovalova.

Its own research says 15 percent of customers are doing so for Instagram posts, and almost a quarter found it satisfied their need for a new item of clothing.

"You don't necessarily need physicality to experience the thrill of wearing an extraordinary garment," said Michaela Larosse, of The Fabricant, which sold the first ever digital-only dress in May 2019 for $9,500.

"We will all have a digital self, we'll have an avatar and you'll be able to communicate something about yourself, who you are, what you're interested in, through the iteration of your avatar."

- Reducing waste -

Environmental concerns are also key to their appeal.

The traditional fashion industry is one of the biggest pollutants and waste generators on the planet -- a point made by Extinction Rebellion protesters who stormed the Louis Vuitton catwalk in Paris on Tuesday.

"I know many women who buy an outfit, wear it once for a single photo and never again," said Boemeke.

"They could reduce consumption and waste by using digital fashion for a few of those posts."

The pandemic was an obvious accelerator for these businesses.

"People were stuck at home with nothing to do. They had nowhere to wear those beautiful clothes," said Loftus.

She is clear that digital fashion is not yet for everyone -- and may never be.

"I don't know if a lot of the people who do this stuff online actually want to meet people in person. I think that a lot of their needs and desires can be satisfied online," said Loftus.

It may also prove a great leveller -- a way for anti-social people to (almost literally) shed their skin and adopt another.

"You might be an accountant with a wife, kids, and you're happy being quite mundane in real life, but then the way you want to express yourself in these virtual worlds is totally different," she said.

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Culture

Oscar Contender ‘Hamnet’ Boosts Tourism at Shakespeare Heritage Sites 

A view of Shakespeare’s Birthplace, William Shakespeare's childhood home, in Stratford-upon-Avon, Britain, February 9, 2026. (Reuters)
A view of Shakespeare’s Birthplace, William Shakespeare's childhood home, in Stratford-upon-Avon, Britain, February 9, 2026. (Reuters)
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Oscar Contender ‘Hamnet’ Boosts Tourism at Shakespeare Heritage Sites 

A view of Shakespeare’s Birthplace, William Shakespeare's childhood home, in Stratford-upon-Avon, Britain, February 9, 2026. (Reuters)
A view of Shakespeare’s Birthplace, William Shakespeare's childhood home, in Stratford-upon-Avon, Britain, February 9, 2026. (Reuters)

On a cloudy winter's day, visitors stream into what was once William Shakespeare's childhood home in Stratford-upon-Avon and the nearby Anne Hathaway's cottage, family residence of the bard's wife.

Hathaway's cottage is one of the settings for the BAFTA and Oscar best film contender "Hamnet", and the movie's success is drawing a new wave of tourists to Shakespeare sites in the town in central England.

Shakespeare's Birthplace is the house the young William once lived in and where his father worked as a glove maker, while Hathaway's cottage is where he would have visited his future wife early in their relationship.

Typically, around 250,000 visitors, from the UK, Europe, the United States, China and elsewhere, walk through the locations each year, according to the Shakespeare Birthplace Trust. ‌The charity looks after ‌Shakespeare heritage sites, which also include Shakespeare's New Place, the site of ‌the ⁠Stratford home where the ⁠bard died in 1616.

Visitors are flocking in this year thanks to "Hamnet", the film based on Maggie O'Farrell's 2020 novel, which gives a fictional account of the relationship between Shakespeare and Hathaway, also known as Agnes, and the death of their 11-year-old son Hamnet in 1596.

"Visitor numbers have increased by about 15 to 20% across all sites since the film was released back in January. I think that will only continue as we go throughout the year," Richard Patterson, chief operating officer for the Shakespeare Birthplace Trust, said.

"They particularly want ⁠to look (at) Anne Hathaway's cottage and the specifics around how the family ‌engaged in the spaces and the landscape in and around ‌the cottage... you can see why he would have been inspired."

NEW ACCESS TO SHAKESPEARE

"Hamnet" has 11 nominations at ‌Sunday's British BAFTA awards, including best film and leading actress for Jessie Buckley, who plays Agnes. It ‌also has eight Oscar nominations, with Buckley seen as the frontrunner to win best actress.

"Hamnet" is set in Stratford-upon-Avon and London although it was not filmed in Stratford.

It sees Paul Mescal's young Shakespeare fall for Agnes while teaching Latin to pay off his father's debts. The drama, seen mainly through Agnes' eyes, focuses on their ‌life together and grief over Hamnet's death, leading Shakespeare to write "Hamlet".

"Shakespeare... is notoriously enigmatic. He writes about humanity, about feeling, about emotion, about conflict, ⁠but where do we understand ⁠who he is in that story?" said Charlotte Scott, a professor of Shakespeare studies and interim director of collections, learning and research at the Shakespeare Birthplace Trust.

"And that's driven people creative and otherwise for hundreds and hundreds of years. Where is Shakespeare's heart? And this is what the film I think has so beautifully opened up."

Little is known about how the couple met. Shakespeare was 18 and Hathaway 26 when they married in 1582. Daughter Susanna arrived in 1583 and twins Judith and Hamnet in 1585.

The film acknowledges the names Hamnet and Hamlet were interchangeable back then. While grief is a dominant theme, audiences also see Shakespeare in love and as a father.

"A lot of people will see this film not necessarily having... had any kind of relationship with Shakespeare," Scott said.

"So people will come to this film, I hope, and find a new way of accessing Shakespeare that is about creativity, that is about understanding storytelling as a constant process of regeneration, but also crucially, looking at it from that kind of emotive angle."

Arab World

Maliki Can Withdraw as Candidacy as Iraq PM the Easy or Hard Way

Members of the Coordination Framework hold a meeting. (Iraqi News Agency)
Members of the Coordination Framework hold a meeting. (Iraqi News Agency)
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Maliki Can Withdraw as Candidacy as Iraq PM the Easy or Hard Way

Members of the Coordination Framework hold a meeting. (Iraqi News Agency)
Members of the Coordination Framework hold a meeting. (Iraqi News Agency)

Iraqi Former Prime Minister Nouri al-Maliki declined at the last minute to attend a meeting of the pro-Iran Coordination Framework on Monday night that was aimed at settling the crisis over his nomination as prime minister.

Instead of declaring that he was pulling out as candidate, as had been expected, Maliki informed his close circle that he is “following through with his nomination to the end,” trusted sources told Asharq Al-Awsat.

Iraq has come under intense pressure from the US to withdraw the nomination. In January, President Donald Trump warned Baghdad against picking Maliki as its PM, saying the United States would no longer help the country.

“Last time Maliki was in power, the Country descended into poverty and total chaos. That should not be allowed to happen again. Because of his insane policies and ideologies, if elected, the United States of America will no longer help Iraq,” Trump wrote on Truth Social.

Maliki also dismissed as “extortion and intimidation” talks of renewed US sanctions on Iraq, added the sources.

However, circles within the Coordination Framework have started to “despair” with the impasse over naming a new prime minister and are weighing the possibility of taking “difficult” choices, they revealed. Maliki has become a prisoner of his own nomination.

The Sunni Progress Party (Takadum) had voiced its reservations over Maliki’s nomination before Trump made his position clear and which has since weighed heavily on Iraq.

‘Indefinitely’

Maliki’s decision to skip the Framework’s meeting on Monday forced the coalition to postpone it “indefinitely”, exposing more differences inside the alliance that have been festering for months. The dispute over the post of prime minister is threatening to evolve into one that threatens the unity of the coalition itself.

Several sources told Asharq Al-Awsat that Maliki had sent the Framework a written message on Monday night informing them that he will not attend the meeting because “he was aware that discussions will seek to pressure him to withdraw his candidacy.”

Maliki was the one to call for the meeting to convene in the first place, they revealed.

Reports have been rife in Iraq that Shiite, Sunni and Kurdish political leaderships have all received warnings that the US would take measure against Iraq if Maliki continued to insist on his nomination.

Former Foreign Minister Hoshyar Zebari told Dijlah TV that “Shiite parties” had received two new American messages reiterating the rejection of Maliki’s nomination.

Necessary choice

Maliki and the Framework are now at an impasse, with the latter hoping the former PM would take it upon himself to withdraw his candidacy in what a leading Shiite figure said would help protect the unity of the coalition.

Leading members of the coalition were hoping to give Maliki enough time to decide himself to withdraw, but as time stretches on, the coalition may take matters into its own hands and take “necessary” choices, said the figure.

Other sources revealed, however, that Maliki refuses to voluntarily withdraw from the race believing that this is a responsibility that should be shouldered by the Framework. This has effectively left the alliance with complex and limited choices to end the crisis.

Sources close to Maliki said he has made light of US threats to impose sanctions, saying that if they were to happen, Iraq will emerge on the other side stronger, citing other countries that came out stronger after enduring years of pressure.

Moreover, he is banking on an American change in position, saying mediators have volunteered to “polish his image before Trump and his team.” Members of Maliki’s State of Law coalition declined to comment on this information.

Sources inside the Framework said the coalition may “ultimately withdraw Maliki’s nomination if he becomes too much of a burden on an already weary alliance.”

Doing so may cost them a strong ally in Maliki and force the Framework to yield to Washington’s will, said the Shiite figure. “Maliki may come off as stubborn and strong, but he is wasting his realistic options at this critical political juncture,” it added.

The Framework is divided between a team that is banking on waiting to see how the US-Iran tensions will play out to resolve the crisis and on Maliki voluntarily withdrawing his nomination. The other team is calling for the coalition to resolve the crisis through an internal vote.

Leading Shiite figures told Asharq Al-Awsat that opponents of Maliki’s nomination in the coalition have no choice but to apply internal pressure inside the Framework, which is on the verge of collapse.

Fashion

French Designer Threads a Path in London Fashion Week

This photo taken on February 6, 2026 shows French fashion designer Pauline Dujancourt posing for a photograph in her studio in south London. (Photo by Ben STANSALL / AFP)
This photo taken on February 6, 2026 shows French fashion designer Pauline Dujancourt posing for a photograph in her studio in south London. (Photo by Ben STANSALL / AFP)
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French Designer Threads a Path in London Fashion Week

This photo taken on February 6, 2026 shows French fashion designer Pauline Dujancourt posing for a photograph in her studio in south London. (Photo by Ben STANSALL / AFP)
This photo taken on February 6, 2026 shows French fashion designer Pauline Dujancourt posing for a photograph in her studio in south London. (Photo by Ben STANSALL / AFP)

Just days before her third runway show, French designer Pauline Dujancourt was riding a wave of excitement and nerves.

The 31-year-old admitted she had begun having strange, nightmarish dreams ahead of her big moment at London Fashion Week on Sunday.

The British capital will once again host its Autumn/Winter fashion week from Thursday to Monday, after New York's bonanza and before the catwalk carousel moves to Milan and Paris.

London, known for its raw creative energy and rising talents, is where Dujancourt launched her label in April 2022 after training at the renowned arts and design school Ecole Duperre in Paris, and fashion hub Central Saint Martins in London.

She and her team began work in November on her autumn-winter 2026/27 collection to be unveiled before some 450 guests -- journalists, buyers and VIP clients.

For designers, everything comes down to those few precious minutes on the catwalk. It's no wonder nervousness mixes with the creative buzz.

"I go through every emotion," Dujancourt told AFP with a smile. "Some days I'm super excited, full of ideas, and others I'm like: why did I pick this color, this fabric?"

The questions and worries snowball: "Will everyone be on time? Will there be last-minute hitches on the day?"

In recent weeks, she has been running her daily schedule with military precision.
Dujancourt works year-round with four assistant designers, but the team swells to around 50 people ahead of the show.

And she works with a community of knitters in Lima, Peru, with handknitting -- "something that my grandmother taught me as a child" -- being a hallmark of her garments.

"She was so skillful and so humble about it. And no one really realized how much work it takes and how much technique it takes," she said.

Known for her sensual, airy knitwear, Dujancourt was a finalist for the LVMH Prize, won Elle UK's young talent award, and is supported by the British Fashion Council.

Her clients span the globe from Japan to the United States, France and the UK, with regular requests for wedding dresses.

Her new collection pays tribute to women persecuted during historical witch hunts.

"I really want to celebrate the fact that there are so many women around the world who are working so humbly on domestic skills ... like sewing, hand knitting," she said.

Two weeks before the show, young seamstresses were crocheting floral motifs in mohair and Japanese metallic thread at a south London studio overlooking the Thames river and Big Ben.

Workers were hunched over their desks pouring over designs, with the looks still "in pieces".

Then comes the moment when everything is assembled. "It's the magical stage, when the clothes start to come alive," she said, her blue eyes lighting up her face framed by long dark hair.

Less than a week before the show, fittings begin with an in-house model, followed by the castings to find the right models.

On the eve of the show come final fittings, hair and make-up tests. And finally, on Sunday morning, the full rehearsal.

Show day always brings surprises. At Dujancourt's last catwalk in September, several models arrived extremely late, held up by another show.

"They turned up still wearing the other show's make-up. We had to dress them and redo everything ... I nearly died," she recalled.

What is her worst nightmare? A model tripping or garments ripping in front of the cameras.

"I once dreamt I'd forgotten to get dressed before coming out to greet the audience -- that would be a bit embarrassing," she joked.

Around 25 outfits will strut the catwalk on Sunday, a moment that "goes by in a flash".
Afterwards comes the crash.

"We barely see it happening ... because we are backstage in the madness and the chaos of it," she said.

But then it's finished "and there's a bit of baby blues afterwards," as she comes down off the adrenaline rush.

Dujancourt heads to Paris after London Fashion Week to meet buyers, before work begins again for her next show, in September.