Fashion Week is once again revolutionizing the industry and entering the metaverse.
In 2023, more than 70 designers presented their collections virtually, an increase of 40% over the previous year. According to a study by McKinsey, digital fashion sales could reach $50 billion worldwide by 2030. Home wear and the like are conquering the catwalks, making it really cozy in the future.
Technology and design reimagined
The shows in Paris, London, Milan or Miami are watched by hundreds of fashion lovers on the catwalks. However, the majority of the audience has to stay outside and can get impressions later in the fashion magazines. But Fashion Week has been considered an innovation driver for decades and has therefore now taken a new bold step: the Metaverse Shows. Here, interested parties can watch various shows during fashion week and be inspired in the AR/VR world. What is particularly new is the integration of artificial intelligence and design.
This is the first time that Fashion Week has embraced the growing digital trend and the changing target group for fashion. It is no longer just the buyers of large department stores or shops who don’t want to miss out on the latest creations. The target group of buyers is getting younger and younger.
According to a 2021 study, 48.7% of Generation Z respondents (14-25 years old) said they frequently spent more than they had planned to, indicating a high propensity to consume in this age group. Furthermore, analysis from Fashion United shows that in countries such as the US and the UK, young people spend an average of $844 and $889 per year on clothing respectively, with a significant proportion of this expenditure being on branded fashion.
Fashion enthusiasts have this to look forward to
The coming months promise exciting developments in the fashion world. Eye-catching colors, voluminous cuts and asymmetrical designs dominate the catwalks. According to Vogue, the oversized trend in particular will continue to grow in popularity. Fabrics such as silk and velvet remain favorites, while modern prints and textures stand out.
Buyers and influencers are drawing inspiration from these trends and incorporating them into their collections. Fashion lovers worldwide are eagerly awaiting the highlights that will make it into stores. Some pieces appear in modified form as trendy clothing and other it-pieces for the home. Loungewear made of luxurious materials or everyday designer pieces are increasingly filling store shelves.
Sustainability is becoming increasingly important
Sustainability is becoming an ever more important topic in the fashion industry. According to a study by McKinsey from 2022, 67% of consumers worldwide are careful to buy clothing that has been produced sustainably. In Europe, as many as 73% of respondents say they are willing to spend more money on environmentally friendly fashion. Demand for sustainable materials and production methods is continuously growing, forcing designers and companies to rethink their strategies.
Innovations from nature and recycling
Designers like Stella McCartney and Balenciaga are setting new standards by integrating innovative materials into their collections. Stella McCartney, a pioneer in sustainable fashion, uses recycled nylon and organic cotton in her designs. Balenciaga, on the other hand, is experimenting with fabrics made from recycled plastic bottles and industrial waste. These developments show how important recycling and the use of natural resources are for the future of fashion.
At Fashion Week in Paris, several designers presented fabrics made from Piñatex, a material made from the fibers of pineapple leaves. Piñatex is not only sustainable, but also robust and versatile. Another highlight was clothing made of Mylo, a leather substitute made from mushroom mycelium. According to an analysis by the Global Fashion Agenda, such sustainable materials could help reduce the industry’s CO₂ emissions by 39% by 2030.
Impact on mass production
Sustainable fashion is no longer a luxury. Major brands such as H&M and Zara are increasingly focusing on collections made from recycled materials. H&M, for example, has announced that it will switch entirely to sustainably produced fabrics by 2030. These efforts are also reflected in sales: according to a study by Statista, the market for sustainable fashion will reach a volume of over $150 billion by 2027.
Will there soon only be digital models?
Virtual influencers and digital models are becoming increasingly important in the fashion industry. Companies like a Spanish fashion chain are already using AI-generated models for their campaigns. In a current campaign for a teen line “Sunset Dream,” the company uses digital avatars to present the collection.
Virtual influencers such as Lil Miquela, a computer-generated personality with millions of followers on Instagram, work with well-known brands and advertise products. These digital figures offer companies the opportunity to develop innovative marketing strategies and reach new target groups.
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