Product details

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Abstract

In the digital age, where the gap between reality and fantasy was rapidly closing, there were no limits to what could be accomplished through design. Hyper-real fashion was an umbrella term for 'hyper-realistic' fashion through technology. With people staying locked up in their houses for over a year during the pandemic, social media platforms offered them the liberty and solace to innovate as well as shop and have fun. At the same time, while the fashion industry was under pressure to make more sustainable choices, designers opted to create virtual designs for fashion-savvy customers. Going to physical shops was ruled out since the trend of digital clothing picked up pace. Gradually, many fashion brands got into the trade and created innovative designs. Digital clothing was considered more accessible and sustainable as there was no likelihood of leaving a carbon footprint. Digital clothing was set to replace traditional fast fashion in a short span. Would digital clothing find significant number of customers and revolutionise the future of fashion in times to come?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
World/global

About

Abstract

In the digital age, where the gap between reality and fantasy was rapidly closing, there were no limits to what could be accomplished through design. Hyper-real fashion was an umbrella term for 'hyper-realistic' fashion through technology. With people staying locked up in their houses for over a year during the pandemic, social media platforms offered them the liberty and solace to innovate as well as shop and have fun. At the same time, while the fashion industry was under pressure to make more sustainable choices, designers opted to create virtual designs for fashion-savvy customers. Going to physical shops was ruled out since the trend of digital clothing picked up pace. Gradually, many fashion brands got into the trade and created innovative designs. Digital clothing was considered more accessible and sustainable as there was no likelihood of leaving a carbon footprint. Digital clothing was set to replace traditional fast fashion in a short span. Would digital clothing find significant number of customers and revolutionise the future of fashion in times to come?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2021.

Geographical setting

Region:
World/global

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