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Charli XCX and Kim Petras Debut Carolina Herrera’s New Virtual Gowns

Together, they decided to digitize look 45 from the new collection: a voluminous, black strapless ball gown that is adorned with embroidered bows and mounds of tulle. The digital versions, however, are available in two different colors—Good Girl red and Herrera pink—and you can try on the gowns with the official Herrera x Tribute app, which launched yesterday. “The feeling of wearing real, beautiful clothes—you can never replicate that,” says Gordon. “However, in this world we’re living in right now, where sometimes we’re forced to be separated from other people, this is a whimsical, fun way to play dress up and allow for that bit of fantasy—without the limitations.” Gordon also loved the idea that virtual clothes are perhaps more accessible than real ones. “It can be worn by anyone, anywhere, regardless of budget and body type,” he says. 

Charli XCX in a Carolina Herrera x Tribute gownPhoto: Courtesy of Charli XCX

For this partnership, Tribute handled the technical side of digitizing the gowns: They create the virtual pieces using 3D software, and once the garments are complete, they then use another software to paste the outfit onto a customer’s image that they submit. To debut the new virtual designs, Gordon enlisted two pop superstars—Charli XCX and Kim Petras—to model the gowns. For the designer, these two celebrities were the perfect encapsulation of innovation and disruption—two themes of the collaboration with Tribute. “Charli and Kim are both leaders of the pop genre right now,” says Gordon. “They’re both total champions of incorporating tech into their art forms.” 

For Gordon, the collaboration was about more than just a campy celebrity Instagram fit pic, though. “The entire process of working with Tribute was eye-opening for me,” he says. “It’s just a reminder that we live in a magical moment with infinite possibilities.”

The non-digital gown from Carolina Herrera spring 2022Photo: Photo: Jonas Gustavsson

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