Shoe brand Buffalo London has teamed up with digital fashion house The Fabricant to create a flaming virtual trainer that can only be "worn" in images for social media.
The design, dubbed the Classic BurningFor, is based on a 3D scan of the brand's Classic Low platform shoes, first popularised by the Spice Girls in the 90s.
Now in 2021, it's been updated for the age of the internet using CGI animation software to create a digital version lapped in blue or red flames.
Beyond being Buffalo London's debut digital-only product, the company claims this also marks the first time that an established brand has made a virtual wearable available for purchase on its website alongside its regular, physical products.
The Classic BurningFor trainer can be purchased as a still image or moving video Last year, with the coronavirus pandemic limiting occasions to wear real clothes, interest in digital fashion skyrocketed and a slew of big-name brands created computer-generated versions of their garments.
However, these were generally made to be worn by gaming avatars and could be bought within the games themselves, as with the bright orange, branded backpacks and bucket hats that Gucci designed for The Sims 4 and the looks that Marc Jacobs and Valentino released on Animal Crossing.

The Classic BurningFor on the other hand is available via Buffalo London's own website, much like a real product, as well as through Dress-X ? a multi-brand e-commerce retailer dedicated exclusively to ...