For many, the idea of buying clothes that don’t exist is a conceptual leap too far.

But emerging digital fashion stores are tapping into a growing market — not actual clothes but digitally generated outfits that stores simply photoshop onto a customer’s photos or videos to be posted onto Instagram and elsewhere.

Soon they are likely to become a way to dress your avatar when interacting in online games and meeting places, all potentially while reclining in sweat pants in your own home.