The metaverse holds many promises: the rediscovery of identity through digital means, the democratization of information, and the potential to achieve financial independence, to name a few. But before these broad benchmarks can be reached, it is surely up to today’s blockchain-based builders to iterate on our current culture to lead us into the future.
And while a faithful metaverse may be a way out, we’re already beginning to see glimpses of the Internet’s legendary next iteration through new advancements like Artificial Intelligence, Soulbound Tokens, and the crossover between digital and physical. Particularly thanks to the work of leading creatives such as Dani Loftus, our collective perspective on what the future might feel, sound and look like continues to change.
Loftus, a pioneer in the digital fashion world, is at the forefront of the cultural metamorphosis we are currently experiencing. And because every week, nft now Next one unveils a new artist from our curated list of emerging talents who have made a big impact on Web3, this week we are excited to illuminate the ongoing digital fashion revolution through the lens of Dani Loftus.
Danny Loftus
Danny Loftus is an artist, model and self-proclaimed imaginary influencer who has become known for pioneering digital fashion through digital outfits shared on social media. She is the founder of This Outfit Does Not Exist, a platform dedicated to bringing digital fashion to life through exploration and exhibition.
In April 2023, Loftus took another step towards the forefront of digital fashion innovation by launching Draup, a platform that aims to “bring code to couture”. Through Draup, Loftus seeks to create digital fashion collections in collaboration with groundbreaking artists — with the platform’s inaugural collection featuring pieces from Nicholas Sassoonwho has worked with Uniqlo and Balenciaga, among others.
In her efforts, Loftus draws on her past experience in blockchain-based fintech to drive the fashion industry’s transition to more digitally-centric models of creation and consumption. Her desire to revolutionize the accessibility and sustainability of virtual clothing has led to her receiving numerous awards both within Web3 and in the traditional fashion industry.
We had the opportunity to ask Dani Loftus a few questions about NFTs and her artistic process.
NFT Now: How did you first become interested/involved in NFTs?
Loftus: My first job after college was in a blockchain-based fintech, so my first experience of an on-chain world was relatively early. In the following years I worked in innovation (and wrote science fiction on the side) and became fascinated with the concept of digitally indigenous worlds and identities. I started in 2020 as a digital fashion content creator and launched This Outfit Does Not Exist in 2021.
It came as a response to my excitement about where digital native identities were headed and because at the time there was absolutely nothing (not a single article) explaining what digital fashion was or the promise it held. With the last bull market, when digital fashion took off, I realized that there was still a lack of makers who really experimented with what it meant to create digital fashion beyond using digital design software. From there, Draup was born!
nft now: How would you describe your art?
Loftus: I think “code as couture” really sums it up. For centuries, couture houses have attracted the best seamstresses, tailors and creative directors to bring their visions to life. We work together with digital artists for this. Every collection we create uses elements of their craft to tell a story that is not only technically possible, but technically enhanced.
Likewise, all our collections are generative. This means collectors get a unique piece of digital fashion linked to the wider collection with a shared algorithmic thread. Many of the properties we code are not replicable in digital art, but fashion native, material, silhouette and cut are all influenced algorithmically, which I hope has the effect of showing what code-based couture really represents.
nft now: what does your process look like? Where do you usually find inspiration?
Loftus: Because each collection is created in collaboration with a different digital native artist, our process is extensive and collaborative. We start with a theme for a collection or season that we think is a compelling story to tell. We then shortlist the artists we would like to work with, crucially, digital fashion is an extension of their existing practice.
They could have worked with textiles, collaborated with brands or experimented with fashion related projects in their spare time, but it is essential that they do not see this as ‘merchandising’ and have the passion that we do. Once we find the artists, we decide on an element to create together (in our first collection with Nicolas Sassoon, it was moiré patterns) and a sharpened story. While they go off to work on that, our team does all the sketching and 3D designs (AKA the more fashion-inspired elements).
Towards the end of the process, we come back together and their work and ours begin to converge, both placing it in the fabric composition and encoding elements into our generative 3D features. I’ve always been inspired by avant-garde makers and collectors who lean towards the fabulous side of fashion. Think Thierry Mugler, Isabella Blow and Alexander McQueen. I also love great storytellers with a wink. In recent months, they have been MSCHF and Tommy Cash.
