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Digital fashion collections may be the future (or at least the future of marketing), but will never replace the need for physical clothes.

Jan 28 2022

Digital fashion collections may be the future (or at least the future of marketing), but will never replace the need for physical clothes. Launching fashion collections inside video games and metaverse-like platforms has been a trend for some time now. Brands from Ralph Lauren to Glossier to American Eagle have experimented with digital clothing collections, and as hype for a “metaverse future” builds, it’s important to note that digital clothes / accessories will be an extension of consumers’ real-life identities, not a replacement. According to Daniella Loftus, founder of the digital fashion blog This Outfit Does Not Exist, “any worn article created in the digital realm” can fall into the category of digital fashion. Loftus predicts “that retailers are going to start investing in better software and technology…the first step being ‘phygital,’” or the fusion of IRL and digital experiences—whether that’s seen through virtual fashion shows inside video games or AR technology infiltrating retail shopping. With that, more physical fashion projects will come with a digital component of some sort, as opposed to being 100% digital for a 100% virtual world—and vice versa. The fact is, no matter how advanced or popular virtual environments become, there will still be a need for physical products, it’s just a matter of blending the two environments to meet consumers in all aspects of their lives, both IRL and online. (Vox)