Rajavi Bhatt, Post Graduate Academic Scholar, Department of Fashion Management
Studies, National Institute of Fashion Technology, Ministry of Textiles Govt of India, Daman
campus.
Dr Tanmay Kandekar, Associate Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles Govt of India, Mumbai campus.
Introduction
Fashion is evolving rapidly, and technology is at the heart of this transformation. Generative AI and digital fashion are redefining how we create, wear, and consume clothing. From AI-designed garments to virtual outfits for gaming and social media, digital fashion is no longer just a futuristic concept. It exists and the big question is that can virtual clothing ever replace physical apparel.
The Rise of AI-Generated Fashion
Fashion brands are increasingly turning to artificial intelligence to generate unique designs, predict trends, and streamline production. Companies like The Fabricant, DressX, and Republiqe specialize in creating digital-only clothing, which consumers can “wear” in online spaces. High-end brands like Gucci, Balenciaga, and Nike are also embracing the virtual world, launching NFT clothing collections and exclusive outfits for the metaverse.
Gaming is another major driver of digital fashion. With over 3.2 billion gamers worldwide, in-game purchases of digital apparel—known as “skins”—have become a billion-dollar market. In 2023, the gaming skins market was valued at $40 billion, with popular platforms like Fortnite, Roblox, and Decentraland allowing users to customize their avatars with virtual outfits.
The Growth of the Metaverse Fashion Industry
The metaverse is rapidly becoming a new marketplace for fashion. The global metaverse fashion market is expected to reach $6.6 billion by 2026, fueled by growing interest from Gen Z and Millennials. Brands are capitalizing on this trend by creating digital wearables that can be used across various online platforms. Nike’s RTFKT Studios, for example, sold over $185 million worth of NFT sneakers, proving that virtual fashion can be highly profitable.
Moreover, many brands are using augmented reality (AR) try-ons to merge digital and physical fashion. Zara, H&M, and Snapchat offer AR-based shopping experiences, allowing customers to try on clothes virtually before purchasing. This hybrid approach is changing how people interact with fashion.
Can Virtual Clothing Replace Physical Apparel?
While digital fashion is growing fast, it is unlikely to fully replace physical clothing. However, it will play a significant role in shaping how people consume fashion. The fashion industry is responsible for 10% of global carbon emissions and produces 92 million tons of textile waste every year. Digital clothing provides an eco-friendly alternative by reducing fabric waste, water consumption, and overproduction.
Virtual outfits are becoming a popular choice for social media influencers who want to showcase new looks without buying physical garments. AI-powered fashion brand DressX reported that 15% of consumers would prefer to buy digital clothes for Instagram rather than real ones.
Generative AI enables rapid customization, allowing users to create personalized designs in minutes. This could disrupt traditional fast fashion, which relies on mass production and often leads to environmental harm. Luxury brands are leveraging NFTs to create digital collectibles. Dolce & Gabbana’s NFT fashion collection, for example, sold for $5.7 million, proving that people are willing to invest in virtual clothing as exclusive assets.
Despite its rapid growth, digital fashion faces several challenges. The adoption of blockchain technology and NFTs for clothing is still in its early stages. While gaming and social media users are embracing virtual wearables, everyday consumers may take longer to adapt. Additionally, the sensory experience of real clothing—the feel of fabric, the way it drapes, the emotional connection to textiles—remains irreplaceable.
The Future of Fashion
Rather than replacing physical clothing, digital fashion is likely to complement it. Hybrid fashion—blending digital and real-world elements—will shape the future. As AI technology advances, we can expect to see more interactive, sustainable, and personalized fashion experiences. Whether it’s dressing an avatar in the metaverse or using AI to create a unique, real-world outfit, the future of fashion is undoubtedly digital.
