Felicita Gaga designs a digital dress made of social media hype

Felicita Gaga designs a digital dress made of social media hype

Felicita Gaga, a graduate of the Design Academy Eindhoven, has turned the practice of doom scrolling into digital clothing.

The project, called Threads of Influence, centers around “a digital dress made from the noise of social media, which is similarly uncomfortable to embrace but so addictive that it can never be completely abandoned.”

The dress consists of a fast-moving feed of photos and videos

Gaga wanted to create a wearable design that embodied the sheer volume of digital content she experiences on a daily basis.

“If I’m bombarded with social media content every day without actively choosing it, why can’t I incorporate those influences into something as personal as clothing?” she told Dezeen.

The design aims to embody social media culture

Using green screen technology, Gaga produced a film showing a young woman wearing her digital dress. Her appearance is constantly changing, as she cycles through different images.

In the initial scenes, the dress takes the form of various traditional Latvian folk clothing.

Over time, these images are replaced by a fast-moving feed of photos and videos that mirror the type of content Gāga typically feeds into her social media feeds.

Latvian folk clothing was the starting point for the design

The content becomes increasingly random and noisy, featuring a wide range of YouTube DIY tutorials, music videos, TV clips, memes, celebrity content, and animal videos.

“I wanted to turn my research into a very personal story, one that reflects my own experience of scrolling through digital content,” the designer explained.

“My goal was to create a modern folk tale that could connect with people today, especially those who use social media.”

As with this traditional dress, Gaga wanted to take advantage of her surroundings

Gaga originally intended to design a physical fashion collection.

I planned to explore how traditional Latvian folk clothing can be combined with contemporary streetwear. However, I found it difficult to separate historical designs from their original context.

This is because the colours, patterns and shapes of these garments were not just aesthetic choices, but were designed according to the resources that were readily available from the surrounding landscape.

This led her to create a design that replicated the doom scrolling experience

She decided to adopt the same approach, but instead of relying on the physical landscape, she used the digital world as a source for designing her clothes.

“I realized that my phone is an integral part of my immediate reality,” she said. “I wanted to be honest about it and showcase the ‘new digital normal’ I live in.”

She hopes the design will draw attention to the way social media culture shapes the way people experience the world.

“The quick-scrolling edit elicits empathy for the young woman, who is constantly bombarded with new information that she must carry with her,” she said.

Content becomes increasingly noisy and random

Threads of Influence is Gaga’s graduation project from the Bachelor’s program at the Design Academy Eindhoven and was displayed as part of the school’s exhibition during Dutch Design Week.

The designer created the visuals for the dress by manually piecing together visuals and clips, but is interested in exploring whether the design could be automatically generated from a live stream.

Gāga believes the design could have future applications in the metaverse

With digital fashion now a fast-growing industry – with its own Fashion Week – she believes the design could be replicated in a video game or metaverse environment.

“I can imagine people wearing my digital outfits at Metaverse rave parties,” Gaga added. “And if Mark Zuckerberg extends an invitation to a Metaverse gathering, you can be sure I will be wearing this dress with pride.”

Another graduate of the Design Academy Eindhoven, Hsien Min Chan, has designed a dress intended to make the wearer unapproachable.

You may also like...

Leave a Reply

Your email address will not be published. Required fields are marked *