If the past 18 months have proved anything, it's that the fashion industry is long overdue a shake-up – and that goes beyond a brand showing their latest collection off-schedule. ZERO10 is one of the companies ready to do exactly that. After working for over 12 years running his own brand, George Yashin, ZERO10's CEO and Co-Founder, started to feel disconnected with the old ways of working. "For two years straight before the pandemic, I had been flying to Paris for fashion week and discovered that colleagues from the industry had the same feeling as me: that the old industry rules have outlived themselves," explains George. "After the last show, I came back home and started thinking about new approaches."

This resulted in the app that has launched today; a platform where users can try-on digital clothes in real-time through their phone camera, collect items in virtual 010.wardrobe and create sharable content for their social media. George feels it's a win win for brands and consumers. "Our technological platform is a solution for designers and brands who want to implement their ideas without spending lots of time and money on building their own tools, while for consumers it's a great opportunity to explore new collections and engage with their favourite brands." ZERO10 seems to come at the perfect time, when luxury fashion houses are actively engaging with a younger demographic through VR and gaming. But also, as George notes, it's an answer to the age old problems the fashion industry has. "Digital fashion provides tools for solving such issues as excessive consumption and the environmental crisis. The digital generation have virtual identities and they have a need to post new outfits on social networks and it sometimes results in buying things we don't really need. I feel that ZERO10 app can help majorly as it's an opportunity to wear new clothes and create content without any harm for the planet."

Ksenia Schnaider, Florentina Leitner, ZNY, Av Vattev and TTSWTRS are the first brands that have collaborated with the platform, and the launch includes 12 genderless digital items free of charge for users across a variety of product categories. As well as these designers being some of George's friends, they all share a likeminded approach about how the industry should be evolving. "Most of them are already looking into the cyber fashion field, for instance Ksenia Schnaider is playing with the 3D clothes on her social media accounts all the time and Av Vattev is curating the 'social distance gallery' for creatives," says George. "We wanted to highlight them and their bravery, and of course, we love their designs and vision." So, what's ZERO10's future look like? "ZERO10 is developing its own technology and infrastructure in order to create various products in the digital fashion field. We see our development as a mobile application and later on as an open platform that brands and designers could use without our supervision. Solutions for major e-commerce players and physical retailers is also something we are thinking of," says George. 

Find out more about the man behind the app from our 8Qs below.

What is a book that you always come back to and why? 
Dialogues with Marcel Duchamp By Pierre Cabanne. I like his attitude to life as well as the logic of his ideas and approach to creating artworks. Marcel Duchamp is one of the few people who have had a very serious influence on me and my approach to creativity.

What is your morning ritual like? 
I try to wake up early and spend the first two hours for myself: meditate, listen to my favourite music records and try to take a closer look at the beauty of the world around me.

What is the best piece of advice you've received? 
One of the most valuable advices: "Listen to yourself and trust yourself. Don't hesitate if you feel you're doing the right thing."

What is an ongoing goal of yours?
My ongoing goal is to live my happiest life and try to make this world a little bit better with beauty. The beauty of idea, project and everything I create.

What's your party trick? 
To always leave parties before dawn.

If you could travel anywhere right now, where would it be? 
Definitely Paris.

Name something that you're grateful for.
I'm grateful for all people in my life who believed in me and my ideas. I couldn't accomplished all this without them.

Name three things that you can't live without. 
Music, love and beauty.

Download ZERO10 as an app from today, you can find out how from their website here.

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