Is digitalization moving fashion too close to a virtual reality? Many are the recent conversations on the future of fashion and the fast-growing presence of technology within the industry,
Is digitalization moving fashion too close to a virtual reality?
Many are the recent conversations on the future of fashion and the fast-growing presence of technology within the industry, which got me intrigued and then decided to dig more into it following educational talks by organizations such as “Fashion Revolution”, “Fashion For Good”.
As part of the Gen Y (or more commonly defined ‘Millennial’), digital is a reality I have been exposed to from a very young age and in recent years, more than ever, has been a major part of my daily life; from professional, as part of the e-commerce industry, to personal, by sharing pieces of my reality through social media.
The expansion of digitalization, as a sociological change, has brought brilliant innovations, which we all benefit from on a daily basis – just think how easy is to get hold of products from your home. This change has been affecting the fashion system too, with the development of great platforms and business models using AI with the aim to reinvent the industry.
However, I have been looking at the new digital approach of fashion in a more critical way. We are currently living an era in which climate change is a global issue and the fashion industry heavily contributes to it by producing new linear garments and introducing them into over saturated markets and supporting unsustainable practices.
One of the platforms that caught my attention is “Dress-X”, which provides an innovative approach on fast fashion by selling a selection of 3D clothes from Digital Fashion Houses such as “The Fabricant”, ransitioning consumers desires and shopping behaviors closer to a virtual reality in which our virtual alter-ego/persona is constantly seeking for newness.
3D clothes as replacement of fast fashion is certainly a great way to reinvent the role of garments for pure content-creation purpose, and in fact this business model tackles a specific market: influencers.
There’s a different aspect of the industry which should be address: the current state of garments overproduction.
Digitalization and use of technology within the industry should tackle the supply chain issues by looking at production in a smarter and more circular way and repurpose the resources already available to dress functionally.
Furthermore, fundamental is the behavioral change should be directed at the consumer level by rethinking the real value of clothes as a real need and not only as a meaningless part of a consumerist system. After all, we are all consumers with a strong power which can really dictate what turn this industry should take – and also a responsibility for change towards a more sustainable and ethical system.
words and visual by Giulia Mummolo