What is the fashion of the future? Futuristic designs, nanomaterials, unthinkable textures?
And if all together, but only clothes do not exist in reality? If the beautiful “shell” that we invent for ourselves will be digital?
This is the possible future of fashion, and part of it is already here.
Ecology And Digital
Sustainability and digitalization are the two main categories that will define and change fashion trends in the future. No brand or retailer can avoid them.
Many people know that the fashion industry accounts for one-fifth of all freshwater pollution on earth. The production of clothing significantly harms the environment, releasing a huge amount of greenhouse gases into the atmosphere. And tons of unsold clothes pile up in landfills.
Therefore, the future of the fashion industry, where fast fashion is replaced by virtual fashion, looks quite real and very reasonable.
A future that can be imagined
Thanks to 3D technologies, fashion is reaching a new evolutionary level. Already, more and more fashion companies are moving their product development to 3D. Nowadays, technology has reached a point where you can no longer distinguish between a digital image of a product and a photograph. The “fitting” of digital clothes in real time on the video is also actively developing. 
All this opens up tremendous opportunities for everyone, both for brands and for consumers. Designers will have freedom of expression, customers will not limit themselves in habitual consumption, brands will not lose profits, and most importantly, environmental damage will be reduced.
Physical fittings will be replaced with digital ones with personalized avatars. And advertising campaigns and fashion shows will be done with digital models/influencers.
The Important Role of the Metaverse
Also, do not forget about the active development of the Metaverse. The virtual world is increasingly integrating into our lives and, in turn, opens up a whole new platform for digital fashion. Fashion brands are starting to sell their products not only in the real world but also through NFTs in games like Roblox and Fortnite. Leading brands, Nike, Gucci, Balenciaga, Ralph Lauren, Tommy Hilfiger, Dolce & Gabbana, and others, are actively exploring the new market. And this is just the beginning.
Of course, we will not be able to completely compose our wardrobe from virtual clothes. And in order not to go naked in the real world, our wardrobes will be filled with the most comfortable basic clothes made from ecological/recycled materials.
Phygital clothing, which we already talked about in the last article, will become an important part of the fashion of the future. Imagine you are walking in a regular sweatshirt and trousers, but people in virtual reality glasses see the AR layer of your clothes. And in this layer, anything can be “sewn up”.
From colorful moving prints on a sweatshirt to animated special effects for the entire look. The AR layer can duplicate what your virtual avatar is wearing, thus creating a connection between your real person and the digital one. Therefore, phygital clothing will play one of the main roles in the development of fashion. It is the link between the digital and physical worlds.
How do you imagine the fashion of the future? Could you give up a lot of physical clothes in favor of virtual ones?
