© Shutterstock

Defining digital fashion -

Digital fashion can be defined as "clothing that is not physically manufactured, including game skins, avatar clothing, and non-fungible tokens (NFT)."

© Shutterstock

Digital fashion until now -

Traditionally, digital fashion has been the reserve of video games and avatars, with players using digital clothing to express their own identity or that of their character.

© Shutterstock

Digital fashion going forward -

However, with the integration of augmented reality (AR), digital fashion is expanding and is gradually beginning to have applications in the real world.

© Shutterstock

Augmented reality -

AR involves the real-time integration of digital information into a user’s environment. To illustrate, let’s take the example of Pokémon GO.

© Shutterstock

Pokémon GO -

When using Pokémon GO in AR mode, a Pokémon will suddenly appear on the screen of the device that you are using to capture reality.

© Shutterstock

Pokémon GO -

The Pokémon will appear superimposed over the real-time image, as if to suggest that it is actually there, part of the real world.

© Shutterstock

AR in fashion -

Integrating this technology into digital fashion has significant implications, since it allows people to view themselves wearing digital clothing and even take videos and pictures.

© Shutterstock

Potential benefits -

There are many potential benefits to digital fashion, and since 2018 several major fashion brands have been exploring the trend.

© Shutterstock

Sustainability -

The first significant advantage of digital fashion over physical fashion is that it is considerably more sustainable.

© Shutterstock

Sustainability -

With digital fashion, there is no need for physical production, which limits the environmental impact of the fashion industry and helps build a more sustainable future.

© Shutterstock

Sustainability -

According to one source, by replacing one discarded item of clothing in your wardrobe with digital fashion, you can save 3,300 gallons (about 12,000 L) of water and reduce your carbon footprint.

© Shutterstock

Creative freedom -

Designers also have more creative freedom with digital fashion, since they are not limited by the availability of materials, production methods, or costs.

© Shutterstock

Creative freedom -

By affording designers unlimited creative freedom, we enable them to experiment and come up with even more innovative and groundbreaking designs.

© Shutterstock

Affordability -

Virtual clothing can also be more affordable and accessible than physical clothing. This opens the world of fashion up to a much broader audience.

© Shutterstock

Affordability -

Indeed, fashion-conscious people who perhaps didn’t have the means to indulge their tastes before are now finding themselves able to do so.

© Shutterstock

Interactivity -

Finally, there is the interactivity element and the fact that it’s fun! Digital fashion means engaging, interactive experiences, such as virtual fashion shows and try-on sessions.

© Shutterstock

Interactivity -

People who are constantly changing their image and want to keep up with the latest trends can do so by exploring digital fashion.

© Shutterstock

Interactivity -

People looking to grab their followers’ attention on social media can also use digital fashion to create Instagrammable moments beyond their wildest dreams.

© Shutterstock

In the industry -

As previously mentioned, several fashion brands, designers, and technology companies are using digital fashion to create immersive and engaging customer experiences.

© Shutterstock

Gucci -

Luxury fashion brand Gucci, for example, has entered the world of digital fashion by designing their own virtual sneakers.

© iStock

Gucci -

They have also teamed up with some gaming platforms to create exclusive, in-game garments.

© Shutterstock

Moschino -

Moschino, too, has begun to experiment with digital fashion by collaborating with none other than The Sims.

© Shutterstock

Moschino and Sims -

As part of their collaboration, Moschino designed a capsule collection of garments that players could use to dress their Sims characters.

© Shutterstock

The Fabricant -

There is even a digital fashion house, The Fabricant, which specializes in designing and selling virtual garments.

© Shutterstock

The Fabricant -

This digital fashion house leverages blockchain technology to tokenize its creations as non-fungible tokens (NFTs).

© Shutterstock

Understanding the demand -

To understand the potential of this developing industry, it is key to recognize people’s desire for identity and ownership in the digital age.

© Shutterstock

Identity in the digital age -

Among people who have grown up with technology, there is a strong desire for digital ownership and the ability to express our identity digitally in the same ways as we do in real life.

© Shutterstock

Not a replacement -

Virtual fashion is not set to replace traditional, physical fashion, but rather it is meant to serve as a much-needed complement.

© Shutterstock

Long-term strategy -

While there will be some companies that invest in the hype for some quick cash, there will certainly be other companies that make digital fashion part of their long-term retail strategy.

© Shutterstock

Here to stay -

It seems, then, that digital fashion is here to stay. Why not find some ways to experiment today?

Sources: (Digital Fashion Daily) (North Carolina State University)

See also: Genius celebrity fashion hacks

© Shutterstock