Will Chinese consumers pay premium prices for digital fashion?

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Scroll through fashion blogger @AlissaAling’s homepage on Chinese social media site Xiaohongshu and you’ll come across a striking image. @AlissaAling is wearing a shimmering, silver fish-tail gown. At first glance, it might pass for a standard high-fashion photoshoot. On closer inspection there is something surreal about the image, especially in the gravity-defying feather-like black swirls. In fact, the custom-made dress is entirely computer generated, created by digital fashion brand Yimeng Yu.