FASHIONING the future

Lo and behold the digital renaissance has arrived in the fashion industry.

- JOAN KONG

Technology, once the province of Silicon Valley mavens and computer programmers, has definitely infiltrated the fashion industry—altering not only how we wear clothes but also how we conceive, produce and interact with them. From artificial intelligence (AI) to augmented reality (AR), technology’s involvement in fashion introduces both transformative possibilities and pressing dilemmas.

In an industry that generates an estimated US$ 2.5 trillion annually as of 2022, it’s not surprising that fashion brands are quick to adopt technology. Cue the AI algorithms that personalise shopping experiences or blockchain technologies, ensuring the provenance of luxury goods. E-commerce alone has been a game-changer — according to a report by Shopify, online fashion sales are expected to reach US$1 trillion by 2025. To put this in context, that would mean e-commerce would account for nearly 40 per cent of the entire fashion retail market, a testament to its growing influence and the shifting patterns of consumer behavior.

Nowadays, digital fashion shows and virtual try-ons are no longer novelties as they are integral to a brand’s identity and reach. The COVID-19 pandemic accelerated this, pushing major brands to pivot towards digital experiences and democratising fashion by making it accessible to a global audience. The statistics are astonishing — virtual fashion weeks garnered hundreds of millions of views online, with audiences growing by more than 20 per cent compared to their pre-pandemic counterparts.