[OP-ED] PHYGITAL FASHION: THE NEW FRONTIER IN THE TEXTILE INDUSTRY
Fashion is, by nature, an ever-evolving industry, and in recent years, we havewitnessed the emergence of a new trend that is redefining the sector's future:phygital fashion. As a 3D designer and founder of Fia Machado, a phygital fashionbrand, which focuses on creating phygital clothing while collaborating with premiumand luxury brands to accelerate their digital transitions, I witness daily how thefusion of the physical and digital worlds opens doors to a new era of innovation,sustainability, and personalization. With a few years of experience in this field, it isclear to me that all textile brands, regardless of their size or market, must integratedigital fashion elements into their production processes to stay competitive andprepared for the future.
Phygital Fashion is the merging of physical garments with digital technologies, which can be translated through experiences such as augmenter reality (AR), and digital assets like NFTs. In today's environment, where the metaverse and the digital experiences are increasingly relevant, brands are exploring ways to make their pieces accessible in both physical and virtual spaces. An example of this is digital garments that consumers can wear on avatars in the Metaverse or through AR filters to try visually before purchasing the physical version.
As a Gen Z, a generation already immersed in digital from an early age, I believe thisfusion is not only natural but essential. The way we consume fashion has changeddrastically, and newer generations want more than just clothes; they seek immersive,personalized, and sustainable experiences.
In traditional fashion, the production cycle can be lengthy, involving multiple phases of sampling and adjustments. However, digital fashion allows many of these steps to be optimized and accelerated through 3D visualization. Instead of creating multiple physical samples, a designer can develop pieces virtually, test different design variations, and even make real-time adjustments based on consumer feedback, all in a digital environment.
This approach brings enormous advantages:
Waste Reduction: By eliminating the need to create excessive physical samples, brands can significantly reduce material waste.
Sustainability: Phygital fashion directly contributes to more sustainable practices by minimizing the environmental impact of mass production and excess stock. For example, on-demand production becomes feasible, where items are created only when the customer places an order.
Efficiency and Speed: The use of digital technology in production allows brands to release new collections more quickly without compromising design quality. Instead of waiting weeks or months for physical samples, the creative process can be accelerated and updated in real-time.
These transformations are critical for brands aiming to reduce the environmental impact of fashion—one of the industry’s biggest challenges. Furthermore, the ability to sell digital pieces, such as NFTs, expands product offerings without the need to physically produce every item, generating new revenue streams and promoting sustainability.
Digital fashion not only allows for greater efficiency in the production process but also offers a new way to engage consumers. The demand for personalized and exclusive items has never been stronger, especially among Gen Z and millennials. Phygital fashion enables consumers to actively participate in the design process, collaborating with brands to create unique pieces tailored to their tastes and Preferences.
For example, through collaborative design platforms, customers can digitally customize an item, visualize it in real-time in a virtual environment, and then order the physical version. This interactivity not only strengthens the bond between brand and customer but also provides a more immersive and satisfying shopping experience.
For fashion brands still focused exclusively on the physical world, the transition to digital is essential to ensure their relevance and future success. The fashion industry is undergoing a digital revolution similar to what other sectors, like entertainment and media, have already experienced. Brands that do not adapt may quickly fall Behind.
Moreover, the growing importance of the metaverse means that in the near future, our digital identity will be as important as our physical one. This is a rapidly expanding market, and brands that adopt these technologies early will have a significant competitive advantage.
While the adoption of digital and phygital fashion offers numerous advantages, it also presents challenges for brands that are not yet familiar with these technologies. The integration of digital systems, the need to invest in new resources, and the adaptation of traditional processes can be complex. However, the long-term benefits clearly outweigh these initial challenges.
For brands willing to invest, phygital fashion opens up a new world of opportunities.Creating immersive experiences for consumers, developing more sustainablecollections, and exploring new business models based on digital assets are just a fewof the possibilities. Additionally, the ability to seamlessly connect the digital andphysical worlds allows brands to meet the needs of a new generation of consumerswho value both design and technological innovation.
I firmly believe that the future of fashion lies in the integration of digital processes at every stage of production and in the use of these technologies to create a more sustainable, inclusive, and personalized industry. Brands that adapt to this new reality will be well-positioned to lead the sector in the coming years. The era of phygital fashion has arrived, and all brands must embrace this revolution to secure their place in the future.