Digital fashion

Abstract

This chapter defines what digital fashion is and everything that it embeds and determines the role of virtual garments for sustainable consumption. It introduces the metaverse and its potential for the fashion industry and reviews the most relevant industry practices. The chapter focuses on the new world of the metaverse, non-fungible tokens, and virtual clothing from the perspective of sustainable fashion management. Digital fashion is a relatively new term used to describe garments and accessories which are computer-generated and therefore are virtual only. Digital fashion also relates to the promotion of more sustainable consumption. Digital fashion brands can use SMIs to target foreign markets, but they need to be careful about cultural differences. They need to interpret local consumers&s; preferred brand meanings, deliver local consumers&s; desired values of brands, portray an international brand identity, and position and maintain consistency in brand images.