Digital fashion is not a new phenomenon, but it has gained unprecedented momentum and visibility in the past year. From virtual try-ons to digital avatars, from NFTs to metaverse collections, digital fashion is transforming the way we create, consume and express ourselves through clothing. In this blog post, we will explore some of the key trends and innovations that are shaping the future of digital fashion, and how they can benefit both consumers and brands.
Virtual Try-On: Putting Digital Clothes On
One of the most popular applications of digital fashion is virtual try-on, which allows customers to see how clothes look on them without having to physically wear them. This can enhance the online shopping experience, reduce returns and increase conversions. Virtual try-on can also enable customers to experiment with different styles, colors and sizes, and discover new products and brands.
Virtual try-on is not limited to e-commerce platforms. It can also be used in physical stores, where customers can use smart mirrors or tablets to access a digital wardrobe and mix and match items. Some examples of brands that have implemented virtual try-on are Gucci, Burberry, Adidas and Zara.
Digital Avatars: Augmenting Our Physical Reality
Another trend that is driving digital fashion is the rise of digital avatars, which are virtual representations of ourselves that can be customized with different outfits, accessories and features. Digital avatars can be used for various purposes, such as socializing, gaming, entertainment and education.
Digital avatars can also be a way of expressing our identity and creativity in the digital world, where we can experiment with different looks and styles that may not be possible or practical in real life. For example, we can dress our avatars in digital-only garments that are never meant to be produced physically, such as the ones created by Auroboros, the first digital-only fashion brand to show at London Fashion Week.
Some of the platforms that enable users to create and dress their digital avatars are Snapchat, Facebook, Roblox and Zepeto.
NFTs and Metaverse Collections: Entering New Dimensions of Fashion
One of the most disruptive innovations that emerged in 2021 was NFTs (non-fungible tokens), which are digital assets that represent unique ownership of a piece of art, music, video or any other form of content. NFTs have opened up new possibilities for digital fashion, as they can be used to create scarcity, authenticity and value for digital garments.
NFTs can also be used to access metaverse collections, which are digital fashion collections that are designed for virtual worlds. Metaverse collections can offer immersive and interactive experiences for customers, who can wear their digital garments in different environments and scenarios. For example, Ralph Lauren created a digital holiday world on Roblox where users could shop and explore its winter collection.
Some of the brands that have launched NFTs or metaverse collections are Balmain, Nike, Dolce & Gabbana and Burberry.
The Benefits of Digital Fashion
Digital fashion can offer many benefits for both consumers and brands. For consumers, digital fashion can:
- Enhance the shopping experience by providing convenience, personalization and fun
- Enable self-expression and creativity by offering unlimited possibilities for dressing up
- Reduce environmental impact by avoiding waste and emissions associated with physical production and transportation
For brands, digital fashion can:
- Increase customer engagement and loyalty by offering novel and memorable experiences
- Expand customer reach and revenue streams by tapping into new markets and platforms
- Reduce operational costs and risks by optimizing inventory management and supply chain
The Future of Digital Fashion
Digital fashion is not a passing trend, but a fundamental shift in the fashion industry. As technology advances and consumer preferences evolve, digital fashion will become more accessible, realistic and diverse. Digital fashion will also become more integrated with physical fashion, creating hybrid models that combine the best of both worlds.
Digital fashion is not only changing the way we dress, but also the way we think about fashion. It is challenging us to rethink what fashion means to us, how it reflects our identity and values, and how it impacts our society and environment.
Digital fashion is opening up new horizons for fashion innovation and creativity. It is inviting us to explore new dimensions of fashion that go beyond the physical realm. It is inspiring us to imagine the future of fashion that we want to see.