A groundbreaking moment in digital fashion has arrived, thanks to Holly New — a visionary designer blending couture with code. Fresh from completing her master’s degree in Digital Fashion Innovation at Arts University Bournemouth, Holly has already made waves by designing a fully digital outfit for rising pop artist NØELLE’s immersive concert held inside the global gaming phenomenon, Fortnite.
The collaboration marked a significant shift in how fashion, technology, and entertainment intersect. Speaking to the BBC, Holly shared her excitement:
“I’m the world’s first VR fashion designer, which is such an exciting place to be. Designing in virtual reality has turned out to be more thrilling than traditional fashion.”
The digital outfit, worn by NØELLE’s avatar during the concert, blends futuristic elements with artistic fantasy — a look described as “Tron meets A Midsummer Night’s Dream.” Unlike traditional garments, these creations exist purely in virtual space, pushing the boundaries of what fashion can be and who it can reach.
With over 400 million registered users, Fortnite is more than just a game; it’s a digital universe where music, art, and interaction converge. The platform has previously hosted virtual performances by global icons like Lady Gaga, Ariana Grande, Travis Scott, and Billie Eilish — and now, NØELLE joins that elite list, clad in a one-of-a-kind virtual ensemble.
Fans accessed NØELLE’s performance through a unique game code, entering a world where avatars explored the venue, danced, and experienced the concert in full immersion. Holly’s design was at the heart of it — not just a costume, but a statement about the future of self-expression in the digital realm.
This collaboration signals a growing trend: fashion isn’t limited to the physical world anymore. As virtual spaces like Fortnite evolve into cultural arenas, the demand for digital creativity — from music to design — is soaring.
For Holly New, it’s just the beginning.
“It’s an amazing opportunity,” she says, “and I can’t wait to see where this technology and creativity take us next.”
