Google launches a fashion collection that you can’t really wear
This year’s Pixel 6 series almost feels like a breath of fresh air with its all-new Android 12 Material You design. The ten-year-old mobile operating system now features a much-needed visual overhaul that allows for a ton of individuality, personalization and character like no other release before. To complement the same theme, Google launched the Google Pixel 6: Material You Collection available free to everyone in the UK from November 23.
Before you get too excited, let’s clear it up. Google doesn’t give you free clothes. The Material You collection is a limited edition 12-piece unisex set digital fashion clothes that will allow Pixel 6 users to “better express their individuality”. To put it simply, it is a visual representation of physical clothing. Which means, yes, you can’t really wear it. Think of it as concept art or costume design rather than a product. Strange, but this is how marketing works, we guess.
This is Google’s first digital collection in collaboration with the big fashion houses The Manufacturer and Dress X, joining other tech companies that have entered the fashion space like Samsung with its Sami watch straps. Miro made from apple peels and jeans designed for the Z Flip 3. As part of this collaboration, artists such as Tinie Tempah, Bettina Looney, Radam Ridwan, Sophie Butler, Jack Guinness and Kyle De’Volle created a range of unisex digital clothing using the new Pixel 6 phone to develop the designs.
The Pixel 6 camera was used as a tool to create the concepts of the 12-piece clothing, using Magic Eraser (a feature we really enjoyed playing with) and Material You’s dynamic color capabilities as a collection theme.
Google Pixel Product Manager Shenaz Zack Mistry commented: “Introducing the Google Pixel 6: Material You collection to the UK public, in an era of deliberately moving away from shopping for unique clothes, this digital fashion collection is available to everyone free of charge and allows you to express your individuality – without impact on the environment.
Considering the clothes are digital, that seems to go without saying, but we’re guessing it’s good that Google is trying to be environmentally conscious. The Manufacturer’s lead 3D fashion designer Anna Liedtke and lead producer Dimitar Kralev also said, “As the lines between the virtual and real worlds become increasingly blurred, people are exploring creative ways to express themselves through their phones and online characters. “
In some ways, this seems like a foreshadowing of the metaverse, where users will have avatars in the virtual world and be able to wear and customize outfits, accessories, and other digital goods without it actually being tangible in the real world.
The limited edition Google Pixel 6: Collection of material you have will be available to anyone in the UK for free access from the 23 november.