Split Second - Elle Magazine

Couture-wearing avatars: is this the future of fashion?

Last September, Giorgio Armani launched a new flagship store. To celebrate the opening, the tanned, immaculately dressed designer was on hand to greet customers and chat with Candy Pratts Price, executive fashion director at Style.com, about fashion and innovation.

“I get inspired by pushing boundaries,” he told her as they browsed the shop floor, “and this is one of those opportunities to experiment and learn.” But none of their exchange actually occured on Madison Avenue; it all took place in the virtual world of Second Life.

More than 1.2 million people socialize, build property and buy goods and services from one another in Second Life. The number of transactions - from buying designer clothing to selling tropical islands - is about 16.8 million. 

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