The fashion, textile, and clothing industries are at a critical juncture, confronted with mounting pressure to adopt sustainable practices while simultaneously addressing the rising consumer demand. Digital innovation and smart manufacturing technologies are emerging as transformative forces, facilitating waste reduction, improving operational efficiency, and promoting a shift toward a circular economy. Contemporary discourse frequently reports and examines various technological applications within the context of complex fashion projects. Nevertheless, the extent to which digital technologies empower sustainability in fashion and alter traditional workflows remains inconclusive in existing literature. Consequently, systematic categorization is essential to elucidate the principal application domains alongside their respective advantages and limitations. This chapter explores significant technological advancements – such as artificial intelligence (AI), the Internet of Things (IoT), 3D printing, blockchain, and digital twins – and their role in optimizing design processes, production, and supply chain transparency. The research method encompasses a comprehensive literature review supplemented by reports and news sources, complemented by case studies about the recent implementation of digital technologies to enhance the sustainability in fashion brands. The analysis focuses on how these digital innovations contribute to sustainability by minimizing resource consumption, enabling on-demand manufacturing, and improving traceability. Furthermore, the chapter addresses challenges in technology adoption, including high implementation costs and workforce reskilling, while outlining emerging trends shaping the industry’s future. The findings identify four primary domains in which digital technologies are empowering the fashion industry: AI-driven design analysis, IoT and smart factory applications enhancing manufacturing processes, 3D printing and digital textiles, and blockchain technology safeguarding ethical practices. Although debates persist regarding the efficacy of digital technologies in supplanting conventional methods, several case studies demonstrate readiness of digital technologies to assist industrial sustainability. For instance, trend prediction and personalized style consultancy services have reduced product returns and increased customer retention by approximately 25%. Additionally, robotic systems in smart factories respond to orders 90% faster than human labor and reduce warehouse labor costs by 30%. Enhanced material traceability within supply chains contributes to a 30% reduction in fabric waste. The findings underscore the potential of digital transformation to harmonize economic growth with environmental responsibility, thereby fostering a more sustainable fashion ecosystem.
Artificial Intelligence (AI) is reshaping contemporary fashion by transforming design processes, production systems, and sustainability strategies in the textile and apparel sector. Amid growing concerns over overconsumption, environmental degradation, carbon emissions, and social inequities, AI has emerged as both a technological enabler and a subject of ethical scrutiny. This study examines the influence of AI on creative practice, circular design implementation, and responsible innovation in fashion. Drawing on a qualitative synthesis of systematic literature, design theory, and industry case analyses, this study proposes a framework that situates AI within sustainable fashion discourse. Findings indicate that generative design tools, virtual prototyping, digital twins, and predictive analytics support waste reduction, virtual sampling, demand-responsive production, and informed material selection. AI-enabled resale systems, automated textile sorting, and blockchain-based traceability strengthen circular economy initiatives by extending product lifecycles and improving transparency. However, algorithmic decision-making challenges authorship, craftsmanship, dataset neutrality, and labor structures. Concerns over bias, intellectual property ambiguity, digital energy consumption, and workforce displacement complicate sustainability narratives. The study argues that sustainable transformation requires a human-centered governance approach in which AI augments rather than replaces creative agency and is supported by ethical regulation and critical design education. By integrating sustainability theory, computational creativity, and AI ethics, this research contributes a holistic framework for responsible AI adoption in fashion systems.
The study applies a qualitative analytical approach utilizing a unique methodological framework: content analysis of global forecasting reports, algorithmic monitoring of social media engagement and comparative benchmarking of material technological specifications. Methods of morphological, colorimetric and semiotic analysis were utilized to identify key aesthetic and technological dominants. The research revealed a fundamental “aesthetic polarization” in 2025: the coexistence of “Phygital” aesthetics (metallics, 3D abstraction, neural network textures) and “Radical naturalness” (biomimicry, tactile surfaces). The concept of “architectural morphology” is introduced and substantiated, where the nail shape is conceptualized as an ergonomic structure with a compensatory function for anatomical correction. It is established that modern nail art requires the implementation of algorithmic design principles, including the Golden Ratio rule and specific colorimetric formulas (60-30-10), to achieve compositional integrity. The further development trajectory of the industry lies in the synergy of artistic modeling, digital services (AR fitting) and biotechnologies (“smart” and regenerative coatings). The work establishes a theoretical basis for elevating professional standards within the nail industry References 1. Belk, R. W. (2013). The extended self in a digital world. Journal of Consumer Research, 40(3), 477-500. 2. Kataila, Natalia. (2021). "Digital Fashion" on Its Way from Niche to the New Norm. 3. Kapferer, Jean-Noël & Michaut, Anne. (2015). Luxury and sustainability: a common future? The match depends on how consumers define luxury. Luxury Research J.. 1. 3. 10.1504/LRJ.2015.069828. 4. Hill, S. E., Rodeheffer, C. D., Griskevicius, V., Durante, K., & White, A. E. (2012). Boosting beauty in an economic decline: mating, spending, and the lipstick effect. Journal of personality and social psychology, 103(2), 275–291. https://doi.org/10.1037/a0028657 5. Lochhead, Robert. (2007). The Role of Polymers in Cosmetics: Recent Trends. ACS Symposium Series. 961. 3-56. 10.1021/bk-2007-0961.ch001. 6. Dorschel, Robert & Hermans, Anne-Mette. (2025). Body, beauty, enrichment: Theorizing the rise of the cosmetic industry through Boltanski and Esquerre's framework of enrichment. Journal of Cultural Economy. 1-17. 10.1080/17530350.2025.2478859. 7. Bhardwaj, Vertica. (2010). Fast fashion: Response to changes in the fashion industry. The International Review of Retail. Distribution and Consumer Research. 165-173. 10.1080/09593960903498300. 8. Goffman, E. (2021). The Presentation of Self in Everyday Life (Revisited ed.). Anchor Books. 9. Kim, E., Fiore, A. M., & Kim, H. (2021). Fashion trends: Analysis and forecasting (3rd ed.). Berg Publishers. 10. Draelos, Z. D. (2024). Cosmetic Dermatology: Products and Procedures (3rd ed.). Wiley-Blackwell. 11. Baran, R., & Maibach, H. I. (2019). Textbook of Nail Diseases: Diagnosis, Therapy, and Surgery (5th ed.). CRC Press. 12. Scher, R. K., & Daniel, C. R. (2005). Nails: Diagnosis, Therapy, Surgery. Elsevier Health Sciences. 13. Rieder, E. A., & Tosti, A. (2016). Cosmetically Induced Disorders of the Nail with Update on Contemporary Nail Manicures. The Journal of clinical and aesthetic dermatology, 9(4), 39–44. 14. de Berker D. (2013). Nail anatomy. Clinics in dermatology, 31(5), 509–515. https://doi.org/10.1016/j.clindermatol.2013.06.006 15. Elliot, A. J., & Maier, M. A. (2014). Color psychology: effects of perceiving color on psychological functioning in humans. Annual review of psychology, 65, 95–120. https://doi.org/10.1146/annurev-psych-010213-115035 16. Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(6), 711-727. 17. Joy, Annamma & Zhu, Ying & Peña-Moreno, Camilo & Brouard, Myriam. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non‐fungible tokens. Strategic Change. 31. 337-343. 10.1002/jsc.2502. 18. Fraser, T., & Banks, A. (2004). Designer’s Color Manual: The Complete Guide to Color Theory and Application. Chronicle Books. 19. Pazda, Adam & Elliot, Andrew & Greitemeyer, Tobias. (2012). Sexy red: Perceived sexual receptivity mediates the red-attraction relation in men viewing woman. Journal of Experimental Social Psychology. 48. 787–790. 10.1016/j.jesp.2011.12.009. 20. Mezger, T. G. (2020). The Rheology Handbook: For those with practical tasks in rheology and viscometry (5th ed.). Vincentz Network. 21. Chevreul, M. E. (2021). The Principles of Harmony and Contrast of Colors and Their Applications to the Arts (Reprint ed.). Schiffer Publishing. (Original work published 1989). 22. Fechner, G. T. (2021). Vorschule der Aesthetik (Propaedeutics of Aesthetics) (Modern Translation). Breitkopf & Härtel. (Original work published 1876).
This study investigates how high-end fashion companies use non-fungible tokens (NFTs) to balance tradition and innovation, enhancing competitiveness. Drawing on secondary data and a survey of 178 respondents, a mixed-method approach evaluates 12 companies' 'phygital' strategies - mapped against brand awareness and NFT readiness. Two main goals emerge: 'entertainment', aimed at expanding consumer bases, and 'brand exposure', which deepens brand engagement through exclusive or virtual products. Consumer perceptions are analysed, particularly regarding NFT video games, clothing, and art. The study identifies three NFT-related consumer needs - 'elitism', 'playfulness', and 'brand signalling' - and segments two consumer clusters: 'status seekers' and 'utility explorers'. The research contributes to the innovation and change literature by applying paradox theory to explain how phygital strategies support competitiveness in luxury fashion.
Consumer Behavior in Brand Consumption and Identification
In an era of fast-pace technological change, the internet is evolving from Web 1.0 (static, one-way communication) and Web 2.0 (interactive, collaborative platforms) to Web 3.0, characterized by decentralization, artificial intelligence, blockchain, and a focus on authentic values and meaningful connections. Web 3.0 empowers consumers and transforms the internet into a decentralized platform where users control their personal data, intermediaries are replaced by smart contracts and blockchain, but it also introduces challenges such as technological complexity, security risks, regulatory difficulties, and interoperability with Web 2.0. Web 3.0 marketing emphasizes an approach that includes emotional, cultural, and spiritual dimensions, enabling brands to gain a profound and lasting relevance. In this paper we analyse the multifacets of Web 3.0 marketing in the fashion industry, a sector intensely transformed by social, cultural, and technological dynamics. We investigate how marketing principles and Web 3.0 technologies, such as non-fungible tokens (NFTs), the metaverse, and digital identity, are being incorporated into fashion brand strategies, highlighting the benefits and challenges of building authentic relationships with consumers. Fashion brands are embracing emerging technologies to create immersive experiences and loyalty through NFTs, augmented reality, and virtual spaces in the metaverse.
Open access
Fashion and Cultural Textiles
Impact of AI and Big Data on Business and Society
Consumer Behavior in Brand Consumption and Identification
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.
This study examines the evolving landscape of art patronage in India amidst the digital transformation, with a focus on the traditional and Non-Fungible Token (NFT) art markets. Drawing on data from the Artnet Art Market Report spanning from 2019 to 2023, the research employs quantitative analysis to compare sales volumes, average prices, regional distribution of buyers, gender representation, artist mediums, market sentiment, and platform dominance. Key findings include the exponential growth of NFT art sales volumes, the premium associated with digital artworks, and the urban-centric nature of NFT art patronage. Gender disparities in art patronage and the dominance of digital artists in the NFT market also emerge as significant trends. The implications of these findings underscore the importance of adapting to digital transformation trends, promoting inclusivity and accessibility within the art community, and leveraging digital platforms for growth and innovation. By bridging the gap between traditional and digital art markets, this research contributes to a deeper understanding of the cultural, social, and economic implications of digital technologies in the arts.
This paper examines the strategic decisions of fashion brands to develop and sell non-fungible tokens (NFTs) within the metaverse. We construct two operational models based on whether NFTs are adopted: the traditional fashion model without NFT (Scenario T) and the digital fashion model with NFT (Scenario D). By comparing the equilibrium outcomes of fashion brands in Scenarios T and D, we derive valuable insights into the implementation of digital strategies in the fashion industry. Our analysis reveals three key findings. First and foremost, the proportion of fashion customers to conventional customers, as well as the digital value and cost of NFTs, are direct factors influencing the adoption of digital strategies by fashion brands. Secondly, opportunistic pricing by manufacturers is an indirect factor influencing fashion brands’ strategic choices, and a fixed production price contract can effectively avoid this case. Finally, we find that personalized pricing and a free NFT strategy are effective tools to boost fashion brands’ digital revenues.
Open access
Consumer Retail Behavior Studies
Consumer Behavior in Brand Consumption and Identification
This article examines the transformation of face coverings from essential personal protective equipment (PPE) to luxury fashion accessories during the COVID-19 pandemic, with a focus on menswear. The research centres on the Westminster Menswear Archive’s (WMA) exhibition, Undercover – From Necessity to Luxury: The Evolution of Face Coverings during COVID-19 , which documents over 100 face coverings collected between March 2020 and March 2021. This study highlights the rapid adaptation of fashion brands in response to the pandemic and their efforts to reposition face masks as desirable fashion items. The exhibition, which launched on 11 May 2021, showcased face coverings from prominent brands such as Burberry, Balenciaga and Louis Vuitton, illustrating their shift from functional PPE to high-status accessories. Additionally, it featured 365 images of discarded masks, minted as non-fungible tokens (NFTs), to challenge traditional conventional notions of value and authenticity in fashion archives. The article details the curatorial process involved in developing the exhibition, including the challenges of rapid response collecting and the influence of digital contexts on exhibition design. It discusses how the exhibition’s thematic sections – Before COVID-19 , Undercover , Protection , Digital , Charity and Discarded – addressed various aspects of face coverings’ evolution, from pre-pandemic fashion trends to their role in digital and charitable contexts. The study also critiques how the pandemic has reinforced traditional fashion hierarchies of gender and exclusivity. By capturing the rapid evolution of face coverings and their presentation in digital spaces, the exhibition critically engages with themes of value, memory and digital archiving. This innovative approach not only preserves a significant moment in fashion history but also contributes to the broader understanding of how crises influence fashion practices and archival methodologies.
Marina Ricci, Alessandra Scarcelli, Annalisa Di Roma
This paper presents the outcomes of the Moda 4.0 research project—carried out by the Design_Kind Lab at Politecnico di Bari in collaboration with Emme Evolution S.r.l.—showing how digital transformation drives sustainability in the fashion retail sector. By developing and integrating digital systems and tools for multimedia content creation, distribution, and consumption, the study illustrates how emerging technologies inform new skill sets in product and service design while fostering novel cultural values. The research guides the partner fashion company's digital transition through a structured, multidisciplinary design approach, emphasizing sustainability across products and processes. The project delineates three digital strategies related to technologies: (I) metaverse and virtual worlds, (II) Virtual and Augmented Reality, and (III) Non-Fungible Tokens. Ultimately, the findings highlight that holistic, future-oriented digital strategies enhance creative expression and customer experiences and reinforce environmentally responsible and agile innovation in the fashion industry.
‘Can digital self definition help save the planet?’ Belk’s (2013: 492) provocative question argued the need for further research on his concept of dematerialisation, already posing concern over the impact and value of digital goods. Despite existing digitally, with emergent technologies offering digital tools for unbound fashion expression, there is still little research or evidence that fully answers Belk’s question. To date, digital fashion, avatars, and the metaverse have generated significant publicity within the fashion media and are often marketed as tools for innovation and sustainability. The dematerialisation of fashion could offer a new way of dressing with the potential for environmental, psychological, social, and cultural impact. However, despite the rapid arrival of Web3 technologies, there is little understanding of digital fashion as an end product within the current Web 2.0 discourse. A holistic and mediated approach viewed through the lens of sustainable development is required for fashion and technology sectors to responsibly collaborate and innovate while considering the future of digital fashion with a key stakeholder in mind— the user. Adopting the sustainable development goals as a framework for contextualisation, this research includes a critical review of existing literature on digital fashion, identity and sustainability, supplemented by established video game theory, and an account of the author’s own experience of being digitised. It further explores two novel studies focusing on prominent users of DF: fashion models (Study One: Digital Bodies) and fashion consumers (Study Two: Digital Dressing). Within Study Two, participants were required to create and dress their digital selves during observational interviews. While grounded in the present, participants speculate on plausible, near-future scenarios where creating and dressing digital bodies becomes an essential extension of self, bringing both opportunity and risk. Key findings suggest that digital fashion augments rather than replaces physical fashion, serving to foster authentic representation through bolder experimentation or enabling style expression via idealised versions of the ‘default’ self. A digital sustainability paradox is implied, whereby users of DF are torn between feeling inspired and inadequate, with the potential to affect offline consumer behaviours. The creation of digital bodies within the DF journey may make users susceptible to body dissonance, and there is a wider risk to digital well-being, which requires industry responsibility. Additionally, issues surrounding digital ethics and autonomy for future fashion stakeholders are highlighted as societal implications, based on participants’ moralistic views of the digital self. 2 Traversing both online and offline worlds, this research aims to reframe and remediate the relationship between fashion and identity for generations that will never know a world without technology. To stay on the path of sustainable development within a blurred digital/physical fashion landscape, this thesis provides practical tools for the fashion and technology sectors to embed responsible innovation practices, thereby contributing to the emerging field of DF and sustainable development.
Fashion and Cultural Textiles
Sharing Economy and Platforms
Consumer Behavior in Brand Consumption and Identification
새로운 미디어 기술이 확장되면서 NFT(non-fungible token)에 대한 관심과 시장이 확대되고 있다. NFT는 블록체인 기술을 기반으로, 디지털 자산의 소유권을 증명하는 고유한 토큰을 의미한다. 실무적으로는 영상과 사진, 게임, 음악 등의 시장에 폭넓게 쓰이고 있는 상황이다. 이에 본 연구는 신기술에 대한 관심도가 높은 대학생을 대상으로, NFT에 대한 기대성과와 구매의도 등을 알아보고자 했다. 독립변인으로, NFT 특성(회소성, 지각된 위험, 지각된 복잡성), 사회적 영향(FoMo, 주관적 규범), 사용자 특성(자기효능감, 투자성향, 소유욕)을 설정했다. 매개변인은 성과기대, 종속 변인은 구매의도를 투입했다. 분석결과, 소유욕은 성과기대에 정적(+) 영향을 주는 것으로 확인되었다. 복잡성은 구매의도에 부적(-) 영향을 주었음이 밝혀졌다. 성과기대의 매개효과는 소유욕에서만 나타났다. 이러한 결과를 통해, 본 연구는 NFT의 기술적 난이도를 최소화하고, NFT 소유에 따른 혜택, 가치의 필요성을 제안했다.
In this article, the author analyzes the structure and mechanism of non-fungible tokens (NFT), in particular, the key stages of their use, benefits for creators and collectors, development prospects in this area and emerging problems. The main idea of the article is that at present, NFT is a revolutionary discovery in the field of art, contributing to the democratization of access to art and opening up new opportunities for monetization of digital content. The purpose of this study is to study the phenomenon of NFT as a new tool for realizing the creative potential of the author, and assess its impact on art. The main objective is to identify the main stages of the creation of non-fungible tokens, determine the features, advantages, disadvantages and legal aspects of this technology. When working on this study, the following methods were used: analytical, observation and comparison, systematization and synthesis. As a result of the study, it became clear that since 2017 there has been a steady increase in interest in the NFT sphere from users, and positive dynamics are expected in 2025-2026. The author outlined the current state and possibilities of NFT in the art market, revealed current problems and opportunities for authors, the mechanism of operation and advantages of this technology in the context of copyright, systematized possible NFT assets and ways of interacting with them, and considered measures to ensure user security to prevent hacker threats. Currently, NFT is a unique and promising mechanism that is continuously improving and is capable of significantly changing the perception of art and the ways people interact with art as digital assets.
Abstract Non-fungible tokens or NFTs were the unexpected fad of the Covid pandemic. Suddenly, everyone wanted to own—or at least speculate on the value of—cryptographic tokens representing nominal ownership of digital artworks. Many fashion brands saw potential in the NFT market and released NFT collections, with varying degrees of success. While the NFT bubble soon burst, the NFT market continued to percolate. It remains to be seen whether NFTs will transform the art market or become an amusing footnote. This chapter explains the economic reality of both the art market and the NFT market as a means of investing in the commercial goodwill or ‘clout’ associated with an artist’s brand. It describes a selection of NFT collections sold by fashion brands and it observes that the economic reality of the NFT market explains the success or failure of fashion NFTs.
This is an accepted article with a DOI pre-assigned that is not yet published.Virtual luxury NFT (non-fungible tokens) wearables, introduced by luxury fashion brands, primarily represent digital versions of clothing and accessories minted as NFTs. While young consumers are the key consumer segment for virtual luxury NFTs, research fully investigating young consumers’ motivations to purchase virtual luxury NFTs are scarce and limited, with only a few investigating consumers’ general interest in fashion NFTs employing a qualitative approach or primarily focusing on economic or technical value of NFTs. Drawing from the Customer Value Framework (CVF), this study aims to investigate how multifaceted perceived values associated with luxury consumption and virtual product consumption influence the purchase attitude of young consumers and their willingness to purchase and pay price premiums for virtual luxury NFT wearables. Furthermore, this study explores the moderating effects of gender and income to account for variations in interests and knowledge among different demographic groups.
Digital fashion, a burgeoning intersection of digital media and the fashion industry, consists of 3D-modeled garments and accessories that are represented through digital environments such as metaverses, augmented reality (AR), virtual reality (VR), and sold or authenticated using non-fungible tokens (NFTs). Unlike physical fashion, these digital items do not exist in conventional material form and are not designed for physical wear, shifting the pictorial representation of fashion from digital photography to computer-generated imagery (CGI). This paper critically examines discourses surrounding digital fashion and the perceptions of immateriality as well as common associations between technological advancement and political and social progress. These discourses are often framed by technological determinism, which positions the rise of digital worlds as inevitable, and presents innovation as a natural response to historical developments. The aim of this paper is to highlight the materiality of digital fashion which arises from the engagement between physical bodies and digital spaces. Furthermore, this process relies on physical infrastructures, from technological hardware and servers to the environmental impacts tied to its circulation and storage, and is further shaped by the software and platforms that enable its production and use. This study provides a framework to engage critically with digital fashion’s conceptual and material dimensions, offering insight into its evolving role in the larger discourse on technology and culture as virtual spaces continue to expand.
This paper investigates how Web3 technologies, particularly NFTs, can create value even in traditional manufacturing companies that are generally recognized as distant from more advanced technological innovation. Using Bulgari’s launch of its first high-jewelry NFT capsule collection as a case study, the research aims to understand how Web3 strategies can be effectively adopted by manufacturing, in particular luxury brands, with an exclusivity positioning, and what forms of value they can generate and capture. Through a case study based on secondary (company’s websites, social media, magazines and fashion journals) and primary data (semi-structured interviews and focus groups), the research shows that Web3 strategies can successfully reinforce brand storytelling, create new customer engagement avenues, and preserve brand prestige while innovating. Bulgari’s approach suggests that NFTs can serve not only as digital extensions of physical luxury products but also as tools for enhancing brand equity, reaching new audiences, and unlocking emotional and experiential value. The case illustrates that digital transformation in heritage brands does not have to come at the expense of tradition. Rather, when executed thoughtfully, technologies like NFTs can become powerful instruments for reinforcing brand identity, enhancing storytelling, and engaging new audiences. The study also highlights the importance of learning outcomes in entering new value creation processes during periods of discontinuity, before enabling technologies are mature enough to ensure a high level of customers’ experience
2 source records
Fashion and Cultural Textiles
Consumer Behavior in Brand Consumption and Identification
Abstract Fashion companies protect and enforce their IP rights to scale and grow their business. Yet most fashion companies still face challenges in fighting counterfeit goods. This gap stands in the way of the success and prosperity of individual fashion businesses and the global fashion industry. Mainstreaming emerging technologies as tools for fashion businesses could narrow this gap. Fashion companies can use emerging technologies such as artificial intelligence, machine learning, and blockchain for product authentication and counterfeit detection. Blockchain technology offers multiple solutions via digital twins, digital product passports, non-fungible tokens (NFTs), QR codes, and Near-Field Communication (NFC) chips to better authenticate fashion products while effectively detecting IP infringements. This article aims to showcase the opportunities and challenges in using blockchain technology as a tool for product authentication and counterfeit prevention. It focuses on the current state of the art in the use of blockchain technology in the fashion industry. It outlines initiatives that provide new blockchain solutions for fashion brands to better authenticate their products and win the fight against counterfeiting. The article concludes by comparing the use of blockchain technology by the fashion industry with other luxury sectors, such as the hard luxury sector, which includes watches and jewelry, the art and luxury furniture sectors, and the premium wine and spirits sectors.
The development of digital art has been marked by numerous transformative phases, with the rise of NFTs (non-fungible tokens) representing a pivotal moment in its evolution. This paper posits that the ascent of NFT art is closely linked to the COVID-19 pandemic, which catalyzed a shift towards digital mediums and redefined the relationship between art and technology. NFTs not only revolutionized the creation, distribution, and monetization of digital art by embedding databases and data archives into the artwork itself, but they also challenged traditional notions of ownership and value in the art world. This study examines how NFTs altered the perception of digital art, particularly during the pandemic, and investigates the factors contributing to the subsequent decline in their prominence after the initial surge of interest.