Virtual Fashion: Is It the Future of the Clothing Industry?

What is Virtual Fashion 

Virtual fashion is clothing that is worn online only. Just like how people dress up their sim, Bitmoji, or metaverse avatar in pixelated outfits, virtual fashion is when people dress themselves in digital clothing for pictures that they can post on Instagram and other social media platforms. 

What Is The Point?

While some might be surprised at the idea of “wearing” digital clothing, there is a lot of sense to it. There is no denying there is a sustainability issue with the fashion industry. The mass production of clothing has led to enormous amounts of waste that end up in landfills and pollute our waterways. To target the sustainability issue, we have to ask ourselves why it is occurring. Why do we always have to have a new outfit? A lot of it has to do with our online presence. Millennials and Gen Z have an intense fixation on making sure to craft the perfect online presence for themselves. While we may be trying to push away from that with apps like “BeReal”, where you post unfiltered pictures daily — the digital world is evolving into the actual world and how someone presents themselves online might reflect how others see them. 

So what does clothing have to do with online presence? The fashion industry is a trillion dollar business and it is all centered in targeting the consumers ideal image for themself. Marketers know the weaknesses in people and will convince them that the product they are selling will get them what they want. For example, “If I get this top I will be pretty” or “If I wear these shoes then my crush will notice me”. Fashion is all about how to get the consumer to express themselves in the way they desire through clothing. According to a study, 9% of shoppers purchase clothing to wear once for an instagram picture and then return the item. If we find a way to do it virtually then it will limit waste. 

Are Brands Already Supporting It? 

While virtual fashion is still very new, some popular clothing brands have already expressed their support. Balenciaga, Prada, Thom Browne, and Gucci are leading the virtual fashion world. As technology enhances and more people are familiarized with it, more brands are expected to join in. 

How Does it Work? 

Just like online shopping, a consumer browses through clothing on their computer or smartphone until they find something they like. Once they have found an outfit they can see themselves wearing, they will send a picture of their body to a 3D digital designer. The designer will then size the virtual outfit to the image so that it will fit their body shape exactly. Once the designer likes how it looks, they will send it back to the consumer electronically and the consumer will download the design. Similar to a snapchat filter, consumers can pose in the virtual clothes and it will appear as if they are actually wearing it. 

Will It Be Free? 

The items that are currently available virtually, such as the Gucci Garden in Roblox, are going to have an expense. However, the price of virtual Gucci clothing will be much more inexpensive than buying any physical wear from the company. In Roblox, virtual Gucci clothing is being sold for around $6. There are differing opinions on whether someone would purchase virtual clothing but one thing is for certain, virtual clothing has already taken off and will be around in the future.