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What only a few years ago looked like a digital art experiment is now a strategic growth driver in the apparel industry: digital fashion refers to clothing that is entirely designed, visualised and in some cases worn exclusively in virtual environments – whether on social media, in gaming, e-commerce or the metaverse. Once considered a playful niche for tech-savvy designers, it has become an integral part of everyday operations for many fashion brands: 3D designs and virtual collections are now firmly embedded in efficient development processes – and are gaining increasing economic relevance.
The economic potential of digital fashion is immense. According to The Business of Fashion, the market for virtual fashion assets could reach around USD 50 billion by 2030. One key driver is shifting media behaviour: Generation Z spends nearly eight hours a day online on average – most of that on social media. A recent study by Boston Consulting Group found that 59% of consumers believe the metaverse could eventually replace social media, while 64% of 18–34-year-olds see it as a way to access brands in digital spaces. Brands like Balenciaga are already responding strategically – with dedicated metaverse departments. The dematerialisation of physical products is quickly becoming the next economic playing field in fashion.
AI tools in fashion design: creativity meets code
Artificial intelligence is revolutionising how fashion is designed, planned and produced. Modern tools not only inspire but also generate real efficiency gains:
- Trend forecasting: Platforms like Heuritech analyse billions of social media data points to detect microtrends early.
- Design automation: Systems like Designify AI independently generate patterns, colour schemes and cuts based on predefined parameters.
- Personalisation: Fashion brands can use AI to develop customised designs in real time for individual consumers or target groups.
Real-world example: The Fabricant, a pioneer in digital fashion, uses AI-powered tools to design fully virtual garments that are later sold as NFTs or used for virtual try-ons in e-commerce settings.
On-demand apparel: the path out of overproduction
The fashion industry is under growing pressure to operate more sustainably. One of the most effective levers: on-demand production. Instead of producing large quantities in advance, garments are only made after an order is placed – enabled by digital processes, automation and AI-driven planning.
Advantages at a glance:
| Aspect | Impact on value creation |
|---|---|
| Resource efficiency | No surplus stock, less textile waste |
| Efficiency | Shorter lead times & reduced capital commitment |
| Customer focus | Customised products in small batches |
| Sustainability | Lower carbon footprint across the supply chain |
Digital twins & virtual collections: simulation becomes standard
A key driver of digital fashion transformation is the concept of digital twins: each physical garment has a virtual counterpart – complete with design parameters, material data, origin tracking and recyclability information. These twins can be realistically created using 3D tools and applied throughout the textile value chain:
- For virtual fittings in online retail
- To coordinate collections with production partners
- For digital showrooms or immersive brand experiences
A particularly dynamic field of application is emerging in so-called "phygital" fashion concepts – the combination of physical and digital clothing. Marjorie Hernandez, founder of the platform The Dematerialised, sees this as one of the most future-proof models: when purchasing a physical product, customers automatically receive the digital twin. This can then be used in the metaverse – to stroll through Roblox, attend a virtual fashion week, or as an avatar accessory in the next video call.
What may sound like a digital gimmick is already a reality for some brands: Gucci, Balenciaga and Tommy Hilfiger are implementing such hybrid strategies, creating both status symbols and new revenue models. The key advantage is clear: digital twins make fashion scalable, sustainable and expandable – with no material limits and maximum creativity.
Texpertise Network: building bridges to the digital textile future
As AI and digital fashion evolve rapidly, the need for trusted platforms that connect innovation, practice and knowledge is growing. The Texpertise Network by Messe Frankfurt fulfils exactly this role: as a global B2B network for textile solutions, it connects over 500,000 industry professionals from all over the world – covering the entire textile value chain.
Whether smart textiles, automated processing or virtual collection development – Texpertise curates, consolidates and shares knowledge that connects manufacturers, designers and technologists, laying the foundation for sustainable innovation.
Outlook: from digital prototype to smart supply chain
The next evolutionary stage of the fashion industry is already underway: fully automated AI systems that not only generate designs but also select appropriate materials and production locations based on demand forecasts and sustainability criteria.
This is complemented by technologies such as:
- Blockchain for traceability
- NFTs for licensing
- Augmented reality for product presentation
These developments are paving the way from linear production towards a dynamic fashion ecosystem – global, agile and responsible.
Conclusion: digital fashion is not the future – it’s Now
The combination of digital fashion, AI-driven design and on-demand production marks the beginning of a new era in the fashion industry. Those who invest today not only gain efficiency but also secure innovation potential, brand relevance and sustainability credentials. Platforms like the Texpertise Network provide orientation, exchange and expertise – acting as catalysts for a smart, sustainable and creative future of fashion.
FAQ – frequently asked questions
How does digital fashion differ from traditional 3D modelling?
Digital fashion goes beyond technical visualisation for internal design processes. It includes virtual garments that are actually worn, sold or exchanged – e.g. on social media, in video games or in the metaverse. It also enables new business models such as digital collections, NFTs or virtual fashion shows.
Which AI tools are being used in the fashion industry?
The industry uses a wide range of specialised tools: Heuritech analyses social media data for trend forecasting, Designify AI creates automated patterns, Revery AI enables virtual fittings, and Vue.ai handles styling, tagging and product personalisation. These tools increase efficiency, shorten cycles and enable data-driven decision-making throughout the value chain.
Is on-demand production feasible for large companies too?
Absolutely. Major brands such as Zara, Levi’s and Adidas are investing in digital production chains to respond more quickly and sustainably to market shifts. Through modular manufacturing, AI-assisted planning and local microfactories, on-demand production is becoming scalable even for high volumes – with a significantly lower environmental footprint.
