What's The Biggest Challenge We Face With Shopping?

What’s the biggest challenge we — or rather, I — face with shopping? Storage space! So, imagine a world where you can have all the clothes, accessories, shoes that you want and not worry about storage because you’ll never run out of it, and will never need to ‘Marie Kondo’ in order to create space for your new purchases.

- Wendy Long

That is just one of the premises of a fast-emerging fashion trend that merges augmented reality with real fashion. Imagine having a 3D version of yourself – either your replica or your wildest fantasy — living in a virtual world, where you ‘meet up’ with friends or play a virtual game all decked out in your favorite Dior bar jacket or YSL le smoking tuxedo blazer. These 3D versions are produced in collaboration with the fashion houses, so they are indeed the bona fide pieces at a fraction of the actual cost. (Of course, you can still purchase the actual piece in stores.)

The virtual garments and accessories will be created in limited numbers, just like in real life, in order to protect the brand value. If the pandemic has taught us anything, it’s that challenges arose from an interlinked global supply chain, sales and distribution channels. The repercussions and disruptions are widespread and undesirable, forcing us to rethink sustainability and self-sufficiency. All of which makes a virtual reality seem more realistic than ever.