The conversation around digital fashion has seriously ramped up in the last few years, whether that's around NFTs, virtual fashion shows, or AI enhancing our shopping experiences. Some consider it gimmicky; others deem it revolutionary—but what’s for certain is that the lines between digital and physical are blurring everywhere, and fashion is no exception.

Hong Kong's digital fashion initiative FabriX is accelerating this blending of realities. Describing itself as “a unique platform that supports designers throughout all stages of the digital design journey”, FabriX works with established designers to create virtual versions of their clothes as well as up-and-coming augmented reality clothing brands.

This year, it brought its activation to the general public during Fashion Week. After stops in Hong Kong and London, the digital roadshow rounded out in Paris where it took over Sphere Showroom at Palais de Tokyo. The initiative featured 15 local and international design talents, each chosen for their experimental and unique identities, including Celine Kwan, Christian Stone, and LGN LOUIS-GABRIEL NOUCHI.

The center of FabriX's fashion week activation is a “phygital” shopping experience where guests are able to virtually try on participating designers’ bespoke digital looks via AR filters, and have the option to customize and purchase their chosen garment through the digital marketplace DressX.

Except for a chosen few, there are rarely opportunities to try and buy clothes on at Fashion Week. FabriX creates a more interactive and personalized experience for visitors and also gives up-and-coming designers a greater platform at Fashion Week, allowing them to showcase their work to a top-tier fashion audience.