Fashion futures

FASHION

APRIL 5, 2023

3D printing

Could this be a new way to sustainably shop?

What is the future of fashion?

Balmain x Barbie

Release collaboration with a deeper message.

The growth of NFT's

SPRING 2023

Digital fashion and new ways fashion is being created.

Circular fashion models are taking the sustainability market by storm.

Genderless fashion brands changing the way consumers shop.

Digital fashion's growth in the fashion market

The newest Luxury collaborations shaping the fashion industry

INTRODUCTION

Fashion futures highlights the evolution of fashion, and the steps fashion is making to change for the better. Predicting consumers patterns and analysing the changes in the market help to understand the behaviours of society, Fashion futures follows these societal changes in order drive changes in fashion. Key drivers such as sustainability and the use of technology have advanced the way we shop As fashion brands become under more and more scrutiny for the choices, they make the fashion industry are excelling in creating new innovations Shifting the consumer patterns to accommodate the future of fashion affects the productions and design we see created

New opportunities are opening as more development in technology grows at the same pace. Fashion's communication with the customer are being excelled as customers are craving new experiences. “An experience allows the consumers to create memories while engaging with their peers,”(Endaba N.A.)this shows the need for experiences in shopping The way we shop needs to change at the same rate that products are changing at. The changes in diversity and inclusivity are implementing the way fashion is marketed seeking to represent all backgrounds and identities Creating opportunities in places which weren’t offered before. The world is becoming more connected than ever consumer knowledge on where their products have come from is affecting their purchasing Consumers want their fashion to reflect them, choosing to purchase from brands that reflect them all depends on the knowledge they have on the brand. Consumers are taking steps to support their purchasing In a study done by Zalando it stated “60 per cent of survey respondents said transparency is important to them, only 20 per cent actively seek out information as part of the purchasing process; 53 per cent believe ethical labour policies areimportant,” (Cernansky 2021). Highlighting how consumers concerns on sustainability are changing as more seek the knowledge Understanding the shift in trends which could shape the fashion industry will in turn help industry professionals to stay ahead and predicts the future of fashion

F A S H I O N F U T U R E S

“25 January

to 5

February 2023, over 9

in

10 (94%) adults reported their cost of living had increased compared with a year ago.”(GOV 2023)

The sudden rise in prices of goods and services needed for daily living impacted so many in the uk as their income did not increase at the same pace Majorly affecting families as they struggle to afford the basic necessities for life Healthcare, food and housing all increased due to inflation, as products became more expensive people were no longer able to purchase the products they once used, as well as struggling to pay monthly bills. Wages were stagnant as averages wages did not increase; this affected many communities in the uk over the past year especially. Fixed incomes and lower income families were hit the hardest forced to make choices between what they spend their money on, reducing the quality of life for families as they can’t afford both food and bills. The cost-of-living crisis forced many families to make hard decisions. “The prices of consumer goods are now rising faster than both wages and the prices of other services. This limits how far people’s wages can go.”(Wadsworth 2022)

Disposable incomes were taken away from many, choosing to purchase clothes may be at the bottom of their list, and if they are purchasing, it will drastically affect where they are purchasing. Fashion brands need to find new ways to communicate the interests of consumers drawing them in with creative and innovative experiences. “ consumers are finding more 'innovative' ways to spend less, for example by adopting a more sustainable lifestyle and choosing goods that are more durable or that can be reused or repaired easily”(Deloitte 2023)

The cost-of-living crisis is one of many examples of the affect’s society has on fashion and how important it is to understand the society and economy at the current time as well as predicting what might happen in the future

L E S S T H R O W A W A Y S O C I E T Y

Taking away from wearing clothes once and creating a capsule wardrobe which reduces the waste the fashion industry currently co tributes to Using new sustainable fibres can be one step in the right direction and affects clothes at the the first step. This part of the process of clothes can be on the biggest contributing factors impacting on the environment Creating products which are sustainably produced as well as what they are made from “Ramping up investment in next-generation materials, including textile recycling, bio-based materials, and plant-based leather,”(Roberts-islam 2022) are the major changes brands can be making to create a positive production line, with sustainable materials not impacting on the environment and animals. This is an economic investment which will benefit brands in the long run if they are already making active changes to support the consumers wants in fashion Next gen materials are the future of fashion and need more publicity to encourage consumers to start researching where they can purchase them Consumer demand is one of the main contributing factors encouraging brands to change and consider the use of raw materials Creating new technology which allows you to create alternatives to consumers favourite materials is the stepping stones to sustainability. Brands are creating plant based fibres and recycled polyester to create the texture of fur as well as Salvatore Ferragamo working with silk brand Italian firm orange fibre who is creating silk from citrus fruits (Douglass 2022)

These new inventions and changes in technology are introducing alternative choices to consumers “Sustainable Products Initiative, a new regulation to improve E.U. products’ circularity, energy performance and other environmental sustainability aspects,”(Zwieglinska 2023) will impact UK fashion brands as more expectations for supply chains are being implemented, also encouraging brands to gain a circular supply chain to avoid throwing away materials New legislations are highlighting the importance for brands to be transparent with the impact they are having and the changes they are trying to make Brands need to take responsibility for their environemtal impact and consumers need to take responsibility in the brands they are choosing to support. Adidas is one of the main brands striving to create sustainable products with less waste They have a 3 loop strategy around diverting plastic waste in oceans and prioritising regenerative materials They have a 2 tiered strategy which is too invest in innovation and partner with the best brands in order to successfully create a “made with nature” regenerative plan (Zwieglinska 2022) With major fashion brands making changes to encourage the use of new materials its leading the way for others whilst implementing a large customer base.

(Forbes 2022)

LESS THROWAWAY SOCIETY

“The EU’s Circular Economy Action Plan (CEAP) was a comprehensive body of legislative and nonlegislative actions adopted in 2015, which aimed to transition the European economy from a linear to a circular model. “ (Ellen Macarthur 2023)

Minimizing the waste and energy consumption used in the production line will benefit the environment As consumers create a wardrobe where they have researched each piece the appreciation in the fashion industry will grow Rental, resale and repair services have skyrocketed in fashion business as they have realised that the consumer is looking for sustainable ways to shop, extending the life of the consumers product will further deter from a throwaway society As consumers grow their interest in understanding where their products are coming from their understanding of the impact its having is growing Second hand clothing has grown significantly due to this realising you can buy a product but not be contributing to fast fashion brands gives consumers a feeling of doing a good deed. As governments all over the world are becoming stricter regarding policies, they are placing new initiatives to make sure brands are following guidelines in production. Circular economy action plan was launched by the EU and includes measures which promote sustainable practices, the government is joining forces with sustainable industries to encourage brands to change

“The EU’s Circular Economy Action Plan (CEAP) was a comprehensive body of legislative and non-legislative actions adopted in 2015, which aimed to transition the European economy from a linear to a circular model “ (Ellen Macarthur 2023) Through 54 actions this legislation aims to change the fashion economy for good Changing fashion brand models is the first step to positively influencing consumer choices These issues need to be sorted from the core, which is the production and manufacturing As more and more availibilty for sustainbily made fashion brands increases their will be a decrease in costs as it becomes more frequent allowing more too purchase once disposable income has increased after the cost of living crisis As consumer trends change brands need to continue at the same pace. This will allow for everyone to work to a more environmentally friendly future

(Dezeen 2021)

(Modher 2021)

C I R C U L A R F A S H I O N

(ASOS 2023)

CIRCULAR FASHION

The main aim of circular fashion is to minimize waste but also to promote sustainability. Creating a closed loop system in fashion will help to reduce overconsumption and over production Consumers are becoming more aware of the impact fashion is having on the environment and people due to this more are looking for alternatives which are more sustainable and ethical Deloitte stated consumers are no longer purchasing certain items because they have concerns regarding the brands ethical or sustainability practices or values However 54% felt this was the biggest factor for not making a change, they feel it's too expensive (Deloitte 2023) Showing the growing concern consumers are having on the fashion industry Using new technologies which create innovative new ways to produce products, consumers are able to buy products that have a lower impact on the earth Using clothing which is able biodegrade or be recycled are all conscious choices which will help to change the impact the fashion industry is having on the planet As more new inventions become more accessible it will give an opportunity to new target markets. Due to most of these inventions being new and not well known the prices for these productions are still a lot higher than you high street market price.

A circular econmy highlights issues consumers may have regarding money especially since the cost of living crisis and offer alternative options such as resale and refurbishmentThis is pushing away consumers that would consider it before. As more resale and rental shops become available and accessible consumers will be able to change their shopping patterns, items they once would have thrown away they can now repair if broken or give to a store to resale

“The clothes resale market in the UK grew by 149% between 2016 and 2022. It is forecast to rise by 67.5% from 2022 to 2026.” (Cochrane 2023) Charity shops have never been more popular than right now Gen-z and millennials with less income to spend money on brand new clothing are realising they can get good quality products for a fraction of the price Love island once sponsored fast fashion brands such as Isawitfirst but have chosen to sponsor Ebay in the most recent series further highlighting how more are noticing the changing consumer attitudes and the need to support the environment. They found 53% of viewers aware of the partnership bought secondhand clothes in the past 3 months (Taylor 2023) Consumers are wanting items that no one else has and shopping second hand is the best way to find quality products they are individualistic to the person “In fashion, individuality is about nonconformity….It is bi-dimensional with the need to be independent and free of societal expectations”(Urbanmatter NA) Trends and micro trends seem to be taking individuality away but consumer want to move away from conforming they want key individualistic pieces in their wardrobe These pieces can be found through second hand retail where often there isn’t two of the same pieces in the store

(TheGuardian 2023)

CIRCULAR FASHION

Charity shops have risen in popularity as more see it as “cool”, consumers are telling their friends about it and its becoming mainstream in the consumer trends of today’s generations Charity shops were once seen as a place only those struggling with a tight budget would go however as it has been promoted by social media influencers and trends on sites such as tiktok, people want to see what others are purchasing Gen-z are going to be the generation for change they care about their beliefs and values and are willing to act on these thoughts, only purchasing sustainably or second hand is one of the ways this is being reflected. Online platforms such as vinted and depop have grown as the want for the secondhand market has increased these apps have allowed for consumers to shop second hand online there is no longer a need to pyhsicaly go instore This accessible shopping experience only encourages consumers to purchase more.

Patagonia is one of many brands promoting their own marketplace. ‘Worn wear ” which is a repair and resale site where consumers can trade in past clothing they no longer use, also promotes their ReCRafted collections which sells upcycled pieces.(Consciousfashion N.A).

An online site encouraging resale is ASOS, who introduced ASOS marketplace where you can buy and sell pre-owned clothing encouraging both side of the circular economy model. ASOS seem to actively be wanting to evolve away from fast fashion and improve their brand signing the 2025 sustainable sourcing challenge pledging to source 100% of their cotton from sustainable sources by 2025 (Cariki 2020) as brands make changes more will follow putting pressure for harsher policies and legislation in the fashion community More recently Selfridges announced the ‘ worn again edit’ which allows shoppers to swap items of clothing for pieces in store and shop second hand pieces The focus is to realising the worth of the items already in your wardrobe It states ‘join us for a season of shopping swapping repairng, upcycling and trading,’(Instagram 2023)

(Patagonia 2023)

(Selfridges 2022)

(Selfridges 2023)

RENTAL MARKET

As the buzz around fast fashion is slowing dying down other business models such as the rental fashion market is increasing massively in popularity “The UK rental apparel market is forecast to be worth £142m by the end of the year, with growth of 62% in 2023 and 164% predicted in the following years to 2026" (MacDonnell 2022) More and more rental businesses for fashion garments are popping up offering more products that are available to be used for a fee than returned, reducing the amount of consumers buying an item once and getting rid of it

Rental markets realise a lot of people don’t like to wear some items more than once and they accept this will be hard to change. They give consumers the opportunity to wear something new to events, without them throwing it away after. “64% of British 16- to 19-year-olds admit to buying clothes they have never worn, compared with 44% of all adults surveyed.” (Kale 2021) With gen-z seemingly being the biggest spenders but also the most conscious around sustanibility this is the generation to attract to the rental market. Rental businesses accept the consumer trends, especially since micro trends and fast fashion has only helped push the need to constantly wear something new, as they allow this availability to be possible. This is another option for consumers to choose a more sustainable path.

(Instagram 2022)

Rental companies give the opportunity to wear an expensive piece for the fraction of the price They are offering a wider range of fashion options, that consumers may not have been able to afford, giving them a new fashion market to shop in Especially with gen z who often have a smaller income or disposable income they are more decisive of what they buy and who from Rental is an effective business model reducing the overspending and purchasing of fast fashion

The rental market is convenient and affordable to most consumers Reducing consumers environmental footprint one person at a time will overall have a greater affect on the environment, they are able to extend the lifespan of clothing items and reduce overconsumption “5 overlaying factors that could influence a shoppers decision to use rental services, including attitude, subject norms, perceived consumer effectiveness, past environmental behaviour and fashion leadership ” (Douglass 2021) Through analysing factors affecting consumers purchasing brands can create successful rental services inwhich consumers will be interested to use.

One brand making changes is H&M who reopened their London flagship store with a rental service instore which offers archive pieces in assorted sizes. They realised they needed to create a positive experience out of the H&M shopping journey to encourage more to shop with the rental clothes, they launched a garment collection and recycling scheme where they guarantee 0% of items given in, will not go to landfill, through this H&M shoppers will gain a digital vouchers They also created a generative artwork in the London store allowing customers to interact digitally in real time Leading the rental experience into an immersive in store experience. (Fashioncapital 2022)

One challenging affecting this market is the logistics behind it Each item needs to be cleaned before it can be rented again, due to these pieces occasionally being expensive washing them may be a complex and expensive process, that they need to pay more for Consumers may not like the idea of their item of clothing being worn several times before them, therefore doubting the hygiene of the clothes The rental market is likely to continue growing in the coming years as more awareness becomes available to consumers.

(Loanhood

LOANHOODJADE MCSORLEY

An interview with Loanhood co-founder Jade Mcsorley. How she feels Gen-z is the greatest market of consumers to support rental.

Jade McSorley

Consumption Basically, it's not mainstream yet There's only a few of us who were doing it And so it's, you know, we really need to educate and tell people about the beauty of rental and why everyone should be doing it

Jade McSorley

We start with with Generation Z we we focus on you guys, which I'm curious you know here are Generation Z, but it's just, you know, there's a reason why we do that

Jade McSorley

And because

Jade McSorley

We see you as the fashion industry You're setting the trends, you're leading the way You know, you're the one that experimenting with fashion and use fashion as a kind of tool to express your identities

Jade McSorley

Also seeking this connection belonging, especially at the after the pandemic and generally a lot of the generally that we come across and looking for a bit of a side hustle whether that's like deep or vintage But you also demand sustainability and obviously this is generalizing to everybody, but these are the things that we've noticed coming out of this kind of age band And so it's kind of again there's this kind of juxtaposition between wanting to be more sustainable but then also really loving fashion and wanting to express yourself

I N C L U S I V I T Y & D I V E R S I T Y

N C L U S I V I T Y & D I V E R S I T Y

"DIVERSITY IS BEING INVITED TO THE PARTY; INCLUSION IS BEING ASKED TO DANCE’ (TURNER 2020)

Inclusivity in fashion offers a diverse range of individuals the opportunity to be represented in fashion. Including them in the designing and production of new clothes, also through advertisement or the product themselves The focus is to make fashion for everyone Making sure access to fashion is available to everyone and making consumers feel part of a community Using models with different body types or different ethnicities in campaigns and on the stores sites, helps to show more inclusion with the consumer. Through creating gender neutral clothing brands or collections, it helps consumers to feel included and have a safe place they can shop without any societal standards in place “Inclusivity will ask further questions Did every single one of those models feel safe, comfortable and happy? Did they feel valued? Were they paid the same as the younger, white models?” (Turner 2020)

Inclusivity most importantly encrourages the consumer to express themselves and show their own individuality through their fashion. This can therefor affect social norms as fashion is slowly breaking down these expectations Diversity is shown through the representation a brands shows to the consumer and do they really understand what it means? Similar to inclusivity it focuses on bringing individuals from all walks of life to the same community showing consumers they can join as well Diversity can be shown through the use of models with different skin tones, size or age but also can be shown in the team behind the fashion brand. Maing sure no discrimatory behaviours are in place in the fashion community can help to benefit the brand as they will be able to gain a new perspective Designers, stylist and models can all bring experience to the creative process and offer a range of perspectives Intersectionality acknowledges that there is discrimination and marginalisation within the fashion industry through factors such as sexuality, race, disability, religion and more. It understands that change needs to happens to create a safe community where everyone can feel they belong,

Through creating products with engaging marketing, which relates to every consumer will help to break down barriers in the fashion industry as well as in society. The fashion industry often comes under scruntiny but with a lot of evidence to back these thoughts In a fashion survery by Mckinsey & company they found 50% of employees with colour felt a career in fashion is not equally accessible (Mckinsey&Co), showing the fashion industry still needs to change before they are truly diverse and inclusive to all Intersectionality suggests not all oppression is created equal and that forms of oppression can accumulate (Atkinson 2021). Brands need to highlight all issues and not silence them because it doesn’t affect them as significantly, intersectionality wants to bring awareness to all oppression and bring change to it.

(Highxtar 2022)

GENDERLESS & AGELESS FASHION

Fashion brands are moving away from making garments for specific genders or ages but instead and creating items which the consumer will love and wear no matter the age or gender 31% of the uk had already purchased a fashion item outside of their identity as of 2022 (Statista 2022) suggesting a large proportion are already shopping for what they like over what it stereotypicaly for their gender. Genderless fashion are designed to be worn by anyone no matter your gender idenitity As society has become more inclusive and accepting of gender expression fashion brands are changing their clothes to fit everyone influencing the way they market these pieces Gen z becoming more open about gender identity Non-binary is being accepted more in society as genderless fashion brands are offering an alternative place to shop. “85% of Gen Z respondents, and 75% of Millennials, said they were thinking about buying more gender-fluid apparel ” (Herrmann 2022)

Genderless fashion includes designs which are comfortable and versatile, often featuring loose fit or oversized pieces These clothes offer comfort to all that wears it Fashion brands are making big statements to change the way we shop, we can improve the diversity and inclusivity in the fashion industry by making everyone feel welcome. Genderless fashion also can be more economical and sustainable as it encourages brands to share material rather than making two pieces specifically for different genders, overall reducing the amount of production Genderless shops are popping up more, Selfridges had a concept in 2015 called agender and studio138 in berlin offered seasonless and genderless designs which started as a pop up store but now operates as a permanent store (Anyanwu 2020) These stores were coming into the industry several years ago, now more than every gender fluid and non-binary is being spoken about more, with much more respect around the concept

Consumers are being able to express themselves through fashion by removing gender stereotypes, it allows individuals to be themselves and wear whatever they want to The brands using genderless fashion are moving away from traditional gender roles. As more fashion brands become more innovative and creative with the pieces they are making, the more included individuals will feel within todays society Gen-z are the generation striving for change and inclusion “Majorities of Gen Zers and Millennials say they would feel “ very ” or “somewhat” comfortable using a gender-neutral pronoun to refer to someone if asked to do so ”(PEW 2020) They are more accepting of change and therefor genderless fashion is a market that will grow as gen-z does Streetwear is one of the leading types of fashion eliminating social norms surrounding fashion, they are a genderless concept which promotes inclusivity for women Streetwear isn’t about the clothes but it represents the lifestyle of those who wear it Taking away the gender attached to clothing (Singh 2020)

GENDERLESS & AGELESS FASHION

Ageless fashion focuses on removing the stereotypes for what you should and shouldn’t be wearing at a certain age. They focus on choosing items that you are comfortable in Fashion can be a concept for all ages. The key to ageless fashion is to find something that fits you and you feel comfortable and confident in, its does not matter if stereotypically you shouldn’t be wearing it Ageless fashion encourages investing in a timeless piece that you will not need to get rid of and you will keep for many years “Style has no age! Being in my late fifties does not mean I should have an old-fashioned, classic aesthetic.”(Ghanem 2022)

Ageless and genderless fashion wants to removed gender and fashion sterotypes, its about embrasing who you are and what you feel best in The future of fashion is constantly changing and looks to the be the most inclusive time right now, taking away fashion gender roles is one of the first steps to also affectively taking away gender roles in other areas of society For brands to make these steps they need to make sure each item they are creating are pieces which include everyone, changing the design process will be one of the hardest processes but once this has been completed they are getting closer to making a successful fashion brand which is set for the future Ageless fashion promotes buying sustainably by purchasing a timeless item that you will keep for many years in comparison to overconsumption

(net-a-porter 2022)

D I S A B I L I T I E S I N F A S H I O N

“15% of the world’s population is disabled, constituting the largest minority.” (Dib

Another way we can be more inclusive and change the fashions future is by creating clothing which helps and supports those with disabilities by offering alternative items of clothing with adjustments or alterations.

Inclusivity is venturing into different areas and accepting people with disabilities, by recognising their struggles in their day to day life brands will be able to create live changing items that makes getting ready in the morning even easier for those that would originally be struggling with basic tasks. One of the leading brands changing is Tommy Hilfiger who launched Tommy adaptive in 2017. Which featured clothes will alternative features to support disabilities.(Dibre 2022) For example one-handed zips or magnetic buttons These small features all help to make a disabled person day easier and give them some of their independence back. In Tommy Hilfige 2021 launch they made sure even the packaging was going to in boxes which are easier to open for the consumer wi disabilities (Hughes 2021), they thought of everything to ma them feel included in the consumer shopping experience

Using individuals with disabilities in advertisement is anoth way to shows brands understanding and support Disability is huge factor affecting many with “15% of the world’s populati being disabled, constituting the largest minority ” (Dibre 202 Inclusivity accepts all body types and varieties an acknowledges how different everyone is in the world. Bran can only understand the issues people with disabilities through by speaking to them first hand getting their person experiences. Individuals without disabilities won't be able comprehend their struggles By reaching out specifically consumers they will be able to create better products that off support to those wearing them and also have taken on feedback they get

(whowhatwear 2020)

(Dailymail 2015)

D I S A B I L I T I E S I N F A S H I O N

Brands are making changes to their pieces of clothing using magnets for clasps or having underwear which is easier to put on because they have adjustments at the sides, are new features being added to the fashion world for disabled individuals For example Skims, created by Kim Kardashian came out with underwear made for those with disabilities. In the campaign she used models with visible scars, prosthetic legs and other visible disabilities By making smalls changes such as putting the clasp of a bra at the front it makes it easier to get on and creating a large size range allows for inclusion of all sizes that may need this underwear with “sizes from XXS to XXXXL rendered in a soft nylon-Spandex blend that stretches up to twice its size,” (Hahn 2022) Skims is trying to include every consumer.

Brands are making these changes to their items, but they need to make sure they are supporting these individuals in their physicals stores Making sure there is wheelchair access with a ramp or other features and having accessible fitting rooms avaible to them. Brands need to make sure they are truly understanding how making these changes will positively affect the consumers day to day life, by understanding this they can learn how else to improve to support them further.

Fashion brands are also trying to show more inclusion of disabilities in the way they market their products, they want to show anyone can wear it During London fashion week it saw Laura Jenkin's brand 'Unhidden' present trendy but wearable pieces for disabled consumers. “Her designs include tailored trousers for wheelchair users, which have vertical pockets to avoid contents falling out”(Giddings 2023) was just one of the features added to the range With brands like this finaly making a huge statement within the fashion industry more consumers are learning about the struggles disabled consumers go through and the importance of including them in the fashion world.

LGBTQ IN FASHION

The fashion industry, for several years, has been under a huge for keeping unconventional beauty standards and genders nor have a huge outreach this affects a large community who aren represented within fashion “More Brits than ever are identif and bisexual – and the figures indicate that Gen Z is espec 2022) The fashion industry is striving to change and show re consumers, no matter gender or sexuality “Queer bodies grac that you know, bodies we never get to see and those who vacuum of commercial imagery ” (Fabiani 2021) Brands are which show using same-sex couples and different sexual orri Ralph Lauren showed a same sex couple in their ad campaign, time in the brands 52 year history (Young 2019). Showing tha change is happening Queer visibility is one of the most im encourage change, the more consumers see representation orientation the more normal it will be, the stigma around sex decrease, if brands show what they represent and support “O Gen Z consider themselves exclusively straight, and 40 per cent have patt attraction that could be described as queer ” Suggesting LGBTQ relationsh slowly becoming less hidden as more come out (Greig 2022) A large propo those buying from fashion brands are part of the LGBTQ commun therefore want to see themselves supported and represented in brands

Using social media influencers, to support brands, that are non-binary or fluid also helps to show consumer who the brand supports. During pride last year several brands such as Versace, Fabletics and Primark created clot collaboration with the event to show their support, often with the proceed to a LGBTQ charity Ugg created a “Be heard” campaign and collecti donated $125,000 to the charity The Trevor project which provides 24/ support to the LGBTQ community.(Shearsmith 2022) This campai successful by empowering gay and queer individuals within the video b giving them a platform to tell the struggles they have gone through from queer and how that has affected them mentally Not only did UGG repres community but allowed a platform for them to be heard As society is ch with gender being more considered and accepted, brands need to change same speed With the increase in visibility and acceptance in society LGBTQ community more fashion brands will be able to represent everyo accept change

R Y P T O F A S H I O N

Approximately 70 percent of us general consumers (gen z to gen x) rate their digital identity as important and 50% are interested in purchasing a digital asset in the next 12 months.”(Malik & Lee 2021)

Digital fashion introduces a new way to wear fashion, exclusively digitally These pieces are created for virtual environments and online, such as the metaverse, gaming and through social media platforms “The global digital clothing industry is estimated to reach 4.8 billion dollars by 2031 ” (Douglass 2023)

As more of these creations have been made the demand for owning digital fashion has grown The digital concept of the metaverse has allowed many to communicate online and create their own online persona, for example through the clothes they choose for their avatars to wear. Wearing brands in the metaverse they like, is one way to show others their identity and be an individual “Approximately 70 percent of us general consumers (gen z to gen x) rate their digital identity as important and 50% are interested in purchasing a digital asset in the next 12 months ”(Malik & Lee 2021) Showing an increase in consumer importance for this new platform. These pieces of clothing can be bought through real money or virtual currencies in games or the metaverse

Technology is becoming more developed, new creation are going out each year Fashion brands need to recognise this is the future and therefore a great opportunity to expand into Digital fashion is able to have a large impact on the sustainability of fashion design, cutting the over consumptions of fast fashion and removing waste in the design process which can now be done online “Garments can exist solely in a digital space or metaverse rather than in a physical form.” (Thomas 2022)

Creating products that fit the models, on online softwares, cuts down waste material Brands that are using this are changing their production line Digital fashion is constantly evolving whether that be online or by creating immersive experiences instore which draw consumers in such as virtual tryons. Digital fashion is new and exciting, fashion brands are producing immersive in store and online experiences as the gen-z consumer needs this immersion

(Lililumlabs 2022)

I

The use of vitual influences has grown as AI (Augmented reality) has improved rapidly in the past few years Offering a new immersive online experience for consumer to enjoy, it is a great way to engage with the consumer. “Their appearance, attire and behavior are all determined by the individuals who created them.” (Kuzminov 2023) These innovative creations often have their own social media profiles were they post and update followers on what they are doing just like a normal influencer would do The use of virtual influences allows for the fashion industry to create a new brand ambassador which they feel promotes the brand and the community behind it These influencers are being used as a marketing tool to entice new customers in The more followers that can relate to them and develop a relationship in which they trust them, will influence consumer purchasing as they will feel loyal to the influencer and what they promote Some people do feel that virtual influencers aren’t actually helping businesses but instead suggest they are less authentic as this is not a real person but instead a creation made for your entertainment Entrepreneurs aim to grow their social following, their focus is to create a character that people like, but with the intention of profit and brand growth (Kuzminov 2023) These animated characters do pose a lot of human characteristics but they are created for marketing purposes and the brand wants to sell their products These influencers are gaining huge attraction with their following growing each day “Balmain, Balenciaga, Prada and many other brands have leveraged virtual influencers ”(Bringé 2022) These are just some of the brands using virtual influences to promote fashion.

There are many benefits to using virtual influences, there is no geographical or time boundaries, these influencers are not real so content can be created and posted for them Lil Miquela is a virtual model who has already worked with brands such as Dior, Prada and Calvin Klein (Molenaar 2022) She was even alongside supermodel Bella Hadid, modelling in a Calvin Klein campaign, however this advert created a lot of controversy as the two kissed. The message behind the campaign was to "speak your truth in your calvins." (Saunders 2019) This backlash shined a negative light on virtual influencers This new technology also brings new audiences to fashion A younger more tech savy generations can be brought into brands they haven’t heard or bought from before, through the use of AI influences One of the biggest reasons they are so successful is because they are so accessible to consumers, they are on everyones phones which most have Social media is constantly growing and improving with virtual influences. “British retailer Marks & Spencer revealed its first virtual influencer ‘Mira’ through her own dedicated Instagram account ’(Douglass 2022) Even retailers on the high street are getting in on the action, they are realising this is the future of fashion Influencers in general, have a large impact on consumers, using new innovative virtual models will gain attention, due to it being new and interesting “Thirty-five percent of American consumers made a purchase in 2022 after hearing a virtual influencer advocate a good or service ” (Kuzminov 2023) Highlighting the impact they have on today's consumer and how successful the use of virtual influencers can become

(Lifestyleasia 2021)

(Vogue 2022)

NFT'S

NFT’s or non-fungible tokens are assets which can be bought online and kept online They are digital assets which for the fashion industry create interesting and creative clothings items This new form of the fashion is a new area for designers and brands to share their work.

"Throughout

2021, sales of non-fungible

tokens (NFTs) dramatically rose

to

$10.7 billion in the third quarter from $1.3 billion in the second quarter."(Lee & Malik 2021)

These NFT's are often one of a kind tokens, inwhich once sold won't be made again This make these items collectible and highly sort after taking away from overconsumption if there is only one to purchase "NFT investor Andrew Lokenauth says that, big brands are spending cash on NFTs because the digital world is the future.” (Farrington 2021)

The fashion industry is breaching into the idea of virtual fashion shows and watching the show then purchasing something you have seen These new digital experiences created an immersive experience that will stick in the consumers mind. Google Trends shows, the word “NFT” was searched even more than “crypto” in 2022 (Durocher 2022) showing the increase in consumers searching for them

Due to this still being a new concept, experiencing a virtual fashion show is exciting to consumers and is a great way for brands to communicate and market their clothes “There’s a bigger value to showing your product to 500,000 people on TikTok, rather than a physical evening with 20 people” (Durocher 2022)

At first NFT's were seen as a short-term investment but over the past year brands have been trying to change this and see them as long term, items which will grow in value or you will gain benefits from purchasing one Brands such as Prada, Balmain Tiffany & Co are all venturing into the NFT market. Gucci have used NFT's to help in their very own metaverse know as 'Gucci Vault', where it explores past Gucci pieces which they feel are important to the brand They collaborated with Superplastic, a brand creating digital and physical collectibles Creating 'Supergucci' collectibles. The brands felt this launch connected them together through Gucci's recognisable fashion cues and Supperplastic's Guggiomn characters, They represented the brand and presented a new way to shop to consumers

At the same time of this event going live Gucci announced more drops in Gucci Vault that would be unlocked, creating a sense between the two brands of the old classic Gucci, meeting the new digital Superplastic concepts (Silbert 2022) Even though the future of NFT's looks positive some data has shown a decline in interest in NFT’s. “After hitting a peak in January 2022, interest has quickly declined In the middle of September 2022, it recorded its lowest value ” (Molenarr 2022) Brands need to encourage the purchasing of NFT’s but need to make sure they are genuine and represent the brand, influencing loyal consumers to support the brand as consumer interest in NFT’s looks like it may be declining is very important With technology in fashion constantly coming up with new things, are NFT’s being pushed to the back as more interesting experiences and products come out

(Vogue 2022)

(Fashionista 2022)

DIGITAL FASHION

Digital fashion is fashion created in different digital forms. From 3D printing to AI try-ons, digital fashion is growing and changing as more becomes available to consumers and as consumer trends shift Consumers are wanting more from fashion, “they are no longer content with simply buying fashion products; exponential growth in the use of digital technologies has empowered them ” (Deloitte 2018)

Digital fashion can be shown in gaming, social media website or even on catwalks showing off creations This new age of fashion has allowed designers to create pieces they never thought were possible, it's creating a new opportunity for brands to excel in It takes away the need for physical prototypes and allows designers to test the boundaries of fashion 3D printing is offering a new material to work with which creates a completely different feel to fashion It helps majorly in creating prototypes, allowing for designers to creates pieces online without wasting materials. Consumers are becoming more conscious about what they are purchasing and who from Using digital fashion to create prototypes and test out the clothing it takes away the need to create several physical prototypes, overall saving time and resources in the process, therefore suggesting digital fashion is more sustainable and resourceful to use “Adidas introduced it’s own 3D-printed midsole way back in 2015 and has already sold more than 100,000 pairs of the evolved Futurecraft 4D footwear ” (Marnewick 2022) Through creating a more personalised and tailored experience for consumers, Adidas are improving the customers shopping experience, choosing the weight or shape of the shoe are all benefits they are able to offer, which is something not available to consumers at other shops Digital fashion is allowing fashion in the metaverse and online, as well innovative new ways of creating and experiencing fashion

Decentrland created its first fashion week in the metaverse Decentraland being one of the most populated metaverse sites with an instant connection to people all around the world This experience was available to people all across the world, through Decentraland It placed QR codes throughout to gives consumers the opportunity to purchase NFT's using their crypto wallet However the NFT’s sold could not be worn by user's avatar, but instead offered the opportunity to trade it for a physical version of the item (Finney 2022) Making the experience more personalised to the consumer. This events aim was to take away the stigma of fashion week and the exclusivity surrounding it, making an event available to everyone around the world creates a wider community and outreach Digital fashion is already offering alternatives to fast fashion processes and showing how consumers still can shop sustainibiliy Digital fashion is offering new opportunities to those wanting to express themselves online, through wearing clothes, in the metaverse will help them to express themselves through creative digital fashion

Digital fashion focuses on the online aspects of fashion but brings new features such as Augmented Reality From AI chatbots on brands online stores or virtual try-ons These features are aiming to improve consumer shopping experiences Farfetched introduced an AR filter to create virtual try on “A user simply stands in front of their camera and says, for instance, “Show me a windbreaker jacket with a pattern” The software chooses an appropriate product from the brand’s product catalog and it’s placed on their body ” (Drip 2022) This technology feels personalised to the consumer and also helps them find what they want, it takes away the need to go into physical stores With filter like this being free, consumers using them will be much higher as more are able to access this experience Make-up brands have found these virtual try-ons to be successful with brands such as E.L.F creating a try it on button beneath ADs shown on streaming websites They found this to help a lot with “increased traffic, a reduced bounce rate, and a 63 percent lower cost per unique user than previous campaigns ” (Drip 2022) Showing the impact these features are having on positively changing brands marketing and the consumers experience

(Dezeen 2021)

(Forbes 2021)

L U X U R Y C O L L A B O R A T I O N S

(Complex 2019)

Luxury fashion collaborations are made from two brands choosing to create a project together to appeal to both customers bases Using limited edition and exclusive product launches these events create huge excitement and anticipation leading up to the release date. Fashion enthusiasts follow these events and find collaborations you don’t expect, to be the most creative. The collaborations bring double the amount of innovations and mix both brands key aspects to please their loyal customers. These events create an increase in brand awareness and allows brands to venture into something they may not have done before Collaborations can be with non fashion brands bringing other elements to the fashion project which the fashion community doesn’t see often Collaborations allows fashion houses to show the extent of their creativity and their ability to connect with other fashion communities. Through licensing brands offer the use of their names to other brands in collaboration, granting permission but with a fee or royalty for using their name “The established company brand or designer, defined as the licensor, offers its trademark to other firms making different types of products. The second company, known as the licensee, agrees to manufacture and distribute the new product lines ”(Thefashionnetwork 2018) Licensing can benefit both sides of the agreement as each will have a customer base so bringing them together increases this.

Negotiating an agreement that fits both brands is important for them to succeed, both need to be on parr with what they want from the collaboration and the expectations of the negotiation Using licensing will help luxury collaboration to succeed and also make the customer happy. Brands need to start communicating who they are through who they collaborate with. A lot of brands are seeing collaborations as an opportunity to drop products and it sell out quickly, focusing on the profit from the event However some are concerned about the message they want to come across for example “Nike invests money into a working relationship with a group like The Basement, whose core missions are youth empowerment and the promotion of underrepresented creatives” (Miller 2022)

L U X U R Y C O L L A B O R A T I O N S

U X U R Y C O

DIOR VIBE X TECHNO GYM

Inspired from Dior Vibe which created a range of ready to wear products “with a sportwear sensibility”(Gun 2022), this collaboration showed Dior putting their stamp on techno gyms best selling pieces Featuring a My Run connected treadmill exercise ball and multi purpose bench Dior personalised each item whilst still keeping the function of the item and quality Making sure it retains the core function that makes them such a successful products, they gave this range a style upgrade They are able to promote their slick looking logo and create a simple but stylish finish on each product They seem to pretty to use and work up a sweat on Through online sales and pop ups in harrods the brands made the items harder to get and exclusive to shops and online drops They were able to promote their Dior Vibe collection alongside this launch as its linked to using their sportwear range whilst using these items Each piece was finshed with the star emblem that was considered lucky by Diors founder Maria Grazia Chiuri’stherefore a signature part of the company (Gun 2022) Dior stayed true to their brand in this collaboration and showed their sleek Dior aesthetic throughout the items In the height of lockdown and an increase of exercise this was the perfect time to launch this collaboration, it was able to create a buzz for both brands "Created to inspire the concept of wellness with new generations”, (Cleary 2022) They want to accommodate the younger generations who will be the future consumers and the biggest contributers to the fashion industry.

(Dior N.A)

HARRY STYLES X GUCCI "HAHAHA"

This collaboration was not with another brand but instead with an musical artists with a huge following and impact on the Gen-z society ”Many feel that people naturally gravitate towards Harry Styles because of his empathy and joy His fashion sense also catches people’s eye ”(Josephine 2022) Harry is always himself and puts himself out their no matter the backlash he could receive. He wants to be perceived as genuine by his audience and he does this by his creative and colourful fashion sense Within this collab it expresses harry and who he is, showing colourful, exciting and creative clothing and pictures to demonstrate the campaign “Play is at the very heart of the collection, which uses menswear as a tool of the avant-garde ”(Gucci 2021) Gucci has created a collection of clothing which adds colour into mens fashion and improves simple pieces Representing harry’s long term relationship with Gucci creative director Allesandro, stating its “ a collection born from a creative relationship that self-generates from amusement and ends with the tangibility of a product ” (Pavitt 2022) They have created pieces from vintaged inspired silhouettes Its clear to any harry styles fan that his creative input is in this collection, from features such as cherries relating to his songs

“Defined by the eccentric use of romantic accents, whimsical prints, vintage details, and the expressive emotionality of the individual ” Its about changing social norms surrounding men Expressing emotion through fashion and in every day life is normal This collaboration is advocating for change in mens fashion Harry styles is a genuine artist who expresses him self through his fashion and work by collaborating with Gucci he has created products that perfectly show his personality through them

(Gucci 2021)

U X U R Y C

BALMAIN X BARBIE

In Balmain's collaboration with barbie it created pieces which highlighted barbie and the world she lives in perfectly. Using the iconic pinks colours throughtout the range as well as key pieces from her wardrobe developed into Balmain bags. This lines is made to promotes inclusion, barbie is not just for girls Generically for many girls growing up they were told to play with Barbies and dolls, where as boys where not “This collection also rejects any arbitrary gender limitations this is an almost 100% unisex collection For, just as today’s Barbie makes clear, there's nothing holding us back anymore!” (Balmain 2022) By making a clear statement that this is a genderless line it reaches out to many communities that may of rejected this collection when first looking at it From the perspective of Creative Director Olivier Rousteing he felt growing up he wasn’t allowed to play with dolls He feels creating this collection will show how far the world and society has come since then and how you should be yourself without the fear of being judged (Spellings 2022)

This collection also featured digital fashion. Using NFT’s to depict barbie and friends, which will be auctioned, as well as the collection being modelled by CGI dolls. “At the end of the day, you can create a society that is about freedom and not about stereotypes.”(Spellings 2021). The main focus of this campaign was to create a positive impact on those looking at the campaign and purchasing. Getting rid of social norms and wear whatever you want, choosing what you like the look of is okay and normal This collections aim was to convey a deep message to those feeling not a part of society and make them feel included and represented

(Hapersbazarr 2022)

(Balmain 2022)

(Hypebeast 2022)

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