“Still finding its feet”: Assessing the state of the digital fashion field

Abstract

In the early 2020s digital fashion saw a rise in popularity and innovation fostered by Covid-19 pandemic lockdowns and increasing technological engagement from brand and consumers. But this hype and resulting funding waned. By 2024 focus had shifted, despite increasing recognition of effective digital fashion use cases, especially within the context of sustainability. This situation, accompanied by the rapid speed of technological developments, has rendered attaining a broader understanding of the developing digital fashion space challenging. This study examines the state of play within the digital fashion field. It employs data collected at an exploratory workshop held at Winchester School of Art, University of Southampton in April of 2024, which brought together industry practitioners, researchers, educators and students in collective themed discussions. The work presents findings examining the purpose and utility of digital fashion tools and products, the structure of the field, motivation and interests of various stakeholders and barriers to sectoral growth. Findings address disparate power balances within the field and how these may impact future innovations, address how clear definitions, utility and intentions are important to driving forward positive change within the sector and examine barriers to growth which impact producers, users and consumers.

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ORCID for Alice Janssens: orcid.org/0009-0009-3851-174X

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