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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)."

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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.

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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.

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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.

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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.

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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.

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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.

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Potential benefits -

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

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Sustainability -

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

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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.

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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.

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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.

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Creative freedom -

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

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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.

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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.

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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.

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Interactivity -

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

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Interactivity -

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

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In the industry -

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

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Gucci -

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

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Gucci -

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

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Moschino -

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

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Moschino and Sims -

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

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The Fabricant -

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

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The Fabricant -

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

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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.

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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.

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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.

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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.

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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)

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