Digital-only clothes are appealing to young consumers’ desire to go zero-waste. For many young consumers, finding outfits that look good on Instagram is essential, but contributing to waste fueling the climate crisis is a concern. But now AR filters on social media are making virtual clothing a new trend. Thanks to tech advancements, shoppers can appear to be “wearing” a specific type of clothing or design that’s digitally rendered on their image, without any physical product. Brands like Carlings and Happy99 are releasing AR t-shirts, digital clothing, and shoe collections. Luxury brands like Tommy Hilfiger and Louis Vuitton have also announced initiatives to become more digital. (Teen Vogue)
