With fashion’s credibility on sustainability under scrutiny, and consumers questioning traditional ownership, the last year has seen the industry rethink how to offer fulfilment without subscribing to the fast-fashion, mass-consumption model of the past decade. Our macro-trend Immaterial Fashion identified a new industry model that embraces digitisation at every level, providing brands with the opportunity to push creative boundaries and streamline production processes.
While other industries have embraced digital tools such as 3D rendering, machine learning and artificial intelligence, fashion has remained wedded to tactility and the physical. But a world of immaterial and digital fashion offers opportunities for brands to exert their creativity and connect with consumers through a different medium. ‘I think consuming digitally will be much more sustainable. In that sense, technology can save fashion,’ says Jessica Graves, founder and product scientist at Sefleuria, an agency that uses algorithms to help fashion companies scale sustainably.