From the issue of slavery in the new era to the global impact of excessive consumption, today’s fashion has been criticized, and fashion companies must make changes. Recently, the Italian National Fashion Chamber of Commerce held the third sustainable development international round table in Milan. A report at the meeting showed that people will be in high-end stores in the next five years (such as Barneys in the United States, Saks Fifth Avenue boutique And Paris Printemps in France) the purchase of sustainable products will increase from 23% to 40%, almost doubled.
In this regard, innovators have begun to find solutions for the future, hoping to launch new hot-selling products without destroying the global environment. And we are increasingly aware that the virtual digital world is the solution. Rachel Stott of The Future Laboratory said: “The digital industry has begun to subvert the tradition that has lasted for many years and will continue to develop in the next 20 years. Brands can rely on digital fashion that is not restricted by materials to show their creativity and use another medium to consume to establish contact.”
There is another form of expression without clothes at all. Last year, Norwegian clothing retail brand Carlings released a virtual clothing series, which is a group of futuristic streetwear. Customers need to buy online, and then put the clothes on their own photos online-this is actually against today’s This is the situation where Internet celebrities “put clothes on and throw them away”. Morten Grubak of Virtue Nordic, a media creative company, said in an interview with Jake Hall on the ID website at the time: “We have opened up a new modeling experience that will not cause any harm to the earth.”
Matthew Drinkwater of the Fashion Innovation Center of the London School of Fashion agrees. He said: “The combination of the real world and online elements is obviously the general trend.” He believes that in the future, people can wear AR glasses and superimpose digital images on top of reality. Let the people who use AR glasses together see what clothes we think we “worn”.
If the idea of completely using online operations makes you nervous, this technology also has more specific applications. The Allen MacArthur Foundation stated that the annual economic loss caused by clothes thrown away after a few times and related waste is as high as 500 billion US dollars, and 87% of fashion products end up in landfill garbage. So what if we only produce the clothes people really need? New York-based digital design company Neuro Studio’s latest clothing line Solventus 2019 is based on this concept. When making this series, they performed 3D scans on real models, and after getting accurate dimensions, they designed clothing directly on virtual models.
The reason for this design is that this series of Nerve Studio combines 3D printing technology, which allows designers to create virtual clothing tailored to customers. Sportswear brands such as Nike have already asked customers to design their own sneakers, which indicates that in the future, consumers will be able to 3D print their sneakers without leaving home. Consumers can also be designers-British street fashion brand Hype is not sure which design to use, so he posts on Instagram for customers to choose.