Beside the Keizersgracht canal in the heart of Amsterdam, inside the 18th-century cultural house Felix Meritis, more than 1,000 total attendees recently packed in to watch a fashion show starring no one. 

Attendees of the event, which closed Amsterdam Fashion Week last weekend over four performances, filed into a room featuring a large catwalk bifurcated by a translucent screen.

As the show commenced, lights darkened and six projectors (three on each side of the stage) fired away, simulating the fluid movements of six-and-a-half foot-tall avatars who strutted—and occasionally swam—down the runway, sporting designs from nine digital fashion houses including DressX, The Fabricant, and Code Couture. 

Some avatars pranced through surreal fields of glowing orbs and lightning; others performed meticulously choreographed dances set to swooning orchestral accompaniment. By the show’s conclusion, numerous audience members had found themselves in tears, multiple attendees told Decrypt—despite the fact that nothing they had seen, technically speaking, physically existed.   

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Author: Sander Lutz

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