An outfit suited to the digital age where fashion and technology come together.
Fashion and technology have always gone hand in hand. Throughout history, technology has always shaped fashion, from the invention of the sewing machine, which revolutionized clothing production, to the introduction of synthetic fibers, which transformed the texture and durability of clothing.
Today, as we move deeper into the digital age, the intersection of fashion and technology is more dynamic than ever. Cutting-edge technologies like artificial intelligence (AI), blockchain, and 3D printing are opening up new possibilities across the fashion industry, transforming how design, manufacturing, marketing, and sales all work. Let’s explore how these advancements are revolutionizing the fashion industry.
1. Virtual fitting room
Trying things on without trying them on.
Image from Freepik
Have you ever wished you could try on clothes or glasses without going to the store? Thanks to augmented reality (AR) technology, brands like Warby Parker, Gucci, and ASOS are making this futuristic shopping experience a reality. Customers can now see how they will look in their glasses or clothes with amazing accuracy, right on their device.
How this technology works is pretty simple: brands use AR technology to realistically simulate how glasses or clothes would look on you. When you use these services, your device’s camera captures an image in real time. The AR software then processes this image and superimposes a digital model of the glasses or clothes onto your image on the screen, allowing you to see yourself in different products just like you would in a mirror.
Gucci’s virtual shoe try-on app is a great example: simply place your foot inside a digital frame to instantly see how different shoes will look on you. The app doesn’t just simulate a look, it enriches the experience with realistic textures and lighting effects, replicating the in-person shopping experience.
AR in virtual fitting rooms bridges the gap between the convenience of e-commerce and the peace of mind that comes with shopping in a brick-and-mortar store. By reducing guesswork, it also helps avoid ordering the wrong size or returns, reducing waste.
2. Easy to customize
You can easily customize the style.
Image by DC Studio via Freepik
Personalization is no longer just about choosing colors and patterns. It’s now about a fully interactive design experience, where your choices directly impact the final product. Once the preserve of the elite, bespoke tailoring has been democratized thanks to advances in technology.
Services like iTailor are leading this revolution with their ultra-realistic 3D models that provide a perfect view of what a custom shirt, suit, or shoes will look like, allowing you to choose every detail, down to the style of shirt buttons and the color of thread.
Screenshot of the Nike By You platform
Another example of customizable fashion is the Nike By You platform, which allows customers to design their shoes with extraordinary precision. They can choose and adjust the color and design of the different components of the sneaker, such as the base, heel, outsole, and even the iconic Nike swoosh. Once customized, they can interact with a photorealistic 3D model of the sneaker, rotating it 360 degrees and zooming in and out to see it from every angle.
These advancements ensure that you get the exact product you envision, bringing your unique style vision to life. With ultra-realistic 3D modeling, the barrier between imagination and reality in fashion is thinner than ever before.
3. Marketing Activities
Connect with your brand like never before.
Image from Dezeen
Interactive marketing campaigns are changing the way we engage with fashion brands. Using immersive experiences powered by AR and virtual reality (VR), fashion brands are connecting with consumers far beyond traditional static images and runway shows, inviting them into dynamic, interactive spaces.
For example, luxury fashion house Balenciaga released a video game called Afterworld: The Age of Tomorrow to showcase its Fall 2021 collection. The game offered an immersive experience in which users donned digital Balenciaga outfits and embarked on an adventure in a virtual forest.
In 2019, Louis Vuitton took a similar leap with its collaboration with the hit video game League of Legends. The partnership resulted in exclusive character skins that combined the worlds of luxury fashion with the dynamic world of the game.
The campaign successfully bridged the gap between the real and digital worlds, capturing the attention of millions of people, including both gamers and fashion enthusiasts around the world. These innovative marketing strategies not only engage audiences, but also build a deeper, interactive relationship between the brand and its followers.
4. Incorporation of NFTs
Wearable art for the digital age.
Image from Kivisense
The concept of owning limited edition fashion items has transcended the physical world with the rise of non-fungible tokens (NFTs). These digital assets represent ownership of unique items that can be worn and traded in virtual environments.
For example, RTFKT Studios, which launched in 2020, sold a line of physical sneakers, each paired with a virtual version as an NFT. Amazingly, the entire collection sold out in just seven minutes, bringing in a whopping $3.1 million in sales.
Following this, Adidas entered the field in 2021 with its “Into the Metaverse” collection, offering limited-edition digital street fashion items as NFTs for 0.2 ETH (currently around $699 USD). Owners of these NFTs now had access to an exclusive fan club where they could purchase exclusive merchandise. Similarly, Nike unveiled its first virtual sneaker line called “Cryptokicks” in 2022. The series included 20,000 NFTs, with a standout pair designed by renowned artist Takashi Murakami selling for $134,000 USD.
This signals a new era of digital ownership and investment in fashion. With NFTs, exclusivity and value are no longer tied solely to physical objects. NFTs are opening up new possibilities for how fashion is perceived and engaged with in the digital environment.
5. Fashion in games
Level up your style while gaming.
Image from Muse by Clio
Games aren’t just about quests and battles. They’re also becoming high fashion runways. For example, the popular, heartwarming game “Animal Crossing: New Horizons” became an unexpected fashion hub during the pandemic, with luxury brands like Marc Jacobs and Valentino seizing the opportunity to release exclusive clothing within the game.
Another example is Fortnite’s collaboration with luxury brand Ralph Lauren. The partnership brought high-end fashion to the battle royale environment, allowing players to dress up their characters in stylish Ralph Lauren-designed gear.
For many players, these virtual spaces are their first encounter with high fashion. This convergence of realms reflects the ever-growing connection between gaming and fashion as virtual clothing becomes as popular as its real-world counterparts.
6. A digital extravaganza
The runway show will go virtual for audiences around the world.
Image from The Voice of Fashion
Fashion events are no longer tied to a physical stage, but have gone digital, allowing audiences around the world to enjoy the events from the comfort of their own homes.
One example is the 3D virtual runway show put on by black luxury fashion brand Hanifa in 2020, showcasing their Pink Label Congo collection. Instead of traditional models, clothes were displayed on ghostly dolls that glided down the virtual runway, creating an eerie yet mesmerizing spectacle.
Conclusion
The digitalization of the fashion industry represents a major cultural shift. The way consumers interact with fashion is changing: from trying on and buying clothes to engaging with brands via social media and other digital platforms. The examples above demonstrate the great potential of these technologies to offer personalized, interactive and sustainable options that meet the needs of digital natives.
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Header image from Flickr
