The Future Forecast
The fashion industry has undergone a series of seismic shifts over the past few years, impacted by factors such as the growing impacts of Climate Change, the supply chain impacts of the COVID pandemic and growing consumer awareness of the impacts of fast fashion.
As a result, fashion brands have started to explore digital methods of prototyping, reducing waste, lead times and compressing production schedules. There is an ability to reduce time to market by fashion embracing and running with digital fashion illustration programs.
Other brands are exploring digital only fashion, which is designed and marketed for avatars. Brands can either showcase virtual samples or entirely virtual collections. Customers wear digital fashion through augmented reality and digitally altered photos.
Virtual fashion has been spearheaded by several corporations, individuals and companies and it’s tipped to be the ‘next big thing’ in fashion. Some of the big players include:
Carlings
A Norwegian fashion house, Carlings released its first all-virtual collection in 2018. Consisting of 19 pieces and priced between $9 and $30, the range was bright and colourful, with pieces such as crocodile skin coats and latex chaps. It received very positive reviews from fashion players.
The Fabricant
Established by Kerry Murphy in 2018 but came into it’s own in 2019 when it’s Iridiscent Digi-Couture Dress sold for $9,500. The brand has also collaborated with well-known Designers such as Tommy Hilfiger and Soorty. The Fabricant’s collections are free for users to download and use on their own platform or the brand’s platform, called Leela.
Tribute Brand
Founded by Gala Marija Vrbanic and Filip Vajda, Tribue Brand is an all-digital fashion brand based in Croatia. It creates exclusively virtual items and designers have taken inspiration from video games. The designers have a passion for sustainable fashion, which was the impetus for creating the digital brand.
Dress-X
Dress-X is the first Global digital fashion multi-brand retailer. The role of Dress-X is to help consumers wear their digital fashion online. Consumers upload their image and the functionality of the platform enables people to wear their clothes online.
Like to hear about digital fashion and other fashion trends? Speak to Janine, Amy & Natalie at Permanser Consulting.









