There is a saying that the only thing that is constant in life is change, and whether we choose to accept or refute ‘change' in any form it presents itself, it’s something that must take its natural course in due time.
The fashion industry is not left out of such change as it is undergoing a slow but constant transition from the analog era to a more digitalized one.
The relentless rise in global temperature as a result of climate change, high taxation, availability of raw materials to a constrained market, as well the induced coronavirus pandemic, are a few amongst many factors causing increased pressure on the fashion industry to become more sustainable.
To stay relevant and trade amid these challenges, fashion brands have tilted towards a digital method of prototyping as a means to reduce waste and streamline physical production post-lockdown costs.
While some brands might choose to stick with the analog way because of the fear that comes with trying something new, other fashion industry visionaries are consistently reinventing ideas and trends to stand the test of time.
Before we go on to highlight the essence of embracing digital fashion as the new normal with its benefits to both new and pre-existing brands, let's define what digital fashion means, Shall we?
What is Digital Fashion?
Digital Fashion is defined as the visual representation of clothing which is built using computer technologies and 3D software.
It can also be defined as the interplay between digital technology and couture.
3D fashion designs are developed with the help of software like CLO, zBrush, Marvelous Designer, Substance Designer or DC Suite, and the software builds a virtual, true-to life garment visualization with cutting-edge simulation technologies for the fashion industry.
The first piece of digital couture to appear on the block-chain was sold in 2019 to Richard Ma, CEO of Quantstamp who proudly bought and downloaded a $9,500 digital gown for his wife who adored it on her Instagram account.
Richard did not stop at the purchase, but also says that in 10 years, everybody will wear digital fashion.
How does it work?
With a little token, a company’s ‘digital line’ allows you virtually wear runway-style haute couture through your photos when they are uploaded to their site. These photos get fitted into your desired online outfit by simulated digital tailors.
Imagine playing digital dress-up on your photos and paying for it.
Digital fashion mimics the real-life experience of sampling clothes before its purchase, but the difference is that you get to experiment this with fashion collections from a growing number of global brands—some of which sell both digital and physical clothing.
The essence of digital fashion
One cannot think digital without the presence of Information and Communication Technology (ICT), and recently, ICT has been deeply embedded into the fashion industry as well as within the experience of clients and prospects.
In the world of fashion, ICT is used to design and produce fashion commodities, impact marketing, distribute, and manage sales.
Digitalization has helped managers receive better feedbacks from their contacts or prospective clients while monitoring the performance of their stock in the market. It also solidifies the operations of the business and projects the company to a more competitive level within the fashion industry.
The concept of digital fashion has implemented highly innovative ideas and strategies relatively easy to execute.
Digital art and photography is a concept of its own, but digital clothing? It's one thing to preview things before making a decision, but not having tangible clothes to buy might seem like we’ve crossed the line for a second, not to think of the fact that some of these outfits cost hundreds and even thousands of dollars.
What’s better than publicly trying on and showcasing a good old-fashioned pair of jeans?
Digital clothes might be another passing trend with its benefits, but it certainly isn’t about experimentation and creativity; it is the wave of the future.
If you desire to do a thing at lightning speed, you should think digital.
Digital fashion is the new fast-rising fashion, and as long as brands continue to persevere in creating new trends, digital fashion will help them fulfill the different types of needs for prospective clients that seek new stylish ways to enhance their online persona.