Tokyo, Japan: A Tokyo-based digital fashion house, Joyfa will be working with Japan’s leading illustration publisher, PIE International in leading a digital fashion clothing campaign that is expected to kick off this summer.
The fashion industry accounts for about 10% of CO2 emissions and 20% of wastewater. Due to the growing interest in SDGs (Sustainable Development Goals), digital fashion, with outfits existing only in the digital world, is gaining popularity. This can be a new strategy for brands to address consumers’ demand for more sustainable ways to enjoy fashion.
In this campaign, users upload photos of themselves to Joyfa’s website. Joyfa’s AI system will automatically synthesize these photos and replace their existing clothing with digital outfits. The resulting new image is then delivered to the user through email. It’s convenient, it’s trendy, and it’s environment-friendly!
The website’s pilot digital fashion design is based on an illustration drawn by Keiko, a popular illustrator with over 160K followers on Twitter. Her illustration was also featured on PIE International’s book, “Fashion Illustration: Outfit of the Day.”
Through this campaign, Joyfa and PIE international recognize users’ needs and technical requirements for future digital fashion services. This collaboration also aims to create exciting new opportunities for illustrators.
Company Overview
Joyfa Inc. is a Tokyo-based digital fashion house whose mission is to bring more joy to fashion. Founded in 2021, the company develops an AI-based digital fashion wearing system that automatically synthesizes digital clothing into user’s photos. The company also works with fashion brands, entertainment companies, and book publishers in planning, designing, and creating digital clothing.
PIE International Inc. is a Tokyo-based book publisher. Founded in 1971, the company publishes a variety of illustration books for graphic design, advertising, Japanese culture, photography, child education, and comics.
