Communicating Virtual Fashion: A Case Study of the Virtual Collection ‘Neo-Ex’

Abstract

Abstract New technologies, such as 3D digital rendering, immersive platforms, non-fungible tokens (NFTs) and AI, are creating new opportunities within the fashion industry, including virtual fashion. This chapter discusses how fashion brands communicate virtual products, by analysing the Neo-Ex campaign from Carlings. The study takes its point of departure in the key questions: What arguments are employed to market the garments, and how do fashion brands create a demand for these novel products, as well as attempting to construct a consumer understanding of what this new phenomenon is. Using a multimodal method and a document study, the study analyses campaign material, films, images, and articles, through the lens of brands as cultural intermediaries. Three themes emerged: virtual fashion as a concept for identity construction that advocates creativity , attitude , futurism , and early adopters , as well as communicating that virtual fashion is sustainability conscious. The main contribution is identifying the following three tactics for communicating virtual fashion: utilising emerging technologies for identity construction; educating the consumer; and using sustainability to validating its existence . While the first two tactics focus on building consumer awareness and acceptance, the third highlights sustainability as a rationale to legitimise virtual products.