Lawrence and Braika recognize that Cyber Fashion Week has given their brand, as well as others, an expansive platform. In the Official proud baseball grandpa shirt in other words I will buy this absence of a physical Fashion Week, it has first and foremost helped brands show their collections that have not been able to present their creations. One Dubai-based shoe brand, Thaely, which uses recycled plastic bags to create a vegan sneaker, was scheduled to have a physical store launch before the COVID-19 pandemic. When that event was nixed, Thaely used the Cyber Fashion Week platform to show the shoe using an augmented reality filter that allowed a realistic rendering of the shoe to be seen from all angles.
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