Taken from the last AMA session hosted by our Futugo team and guests, we raise the question:
Is fashion and technology truly becoming synchronous?
This merging of our physical reality and digital reality might’ve started earlier than you think – the creation of a smartphone was truly a groundbreaking beginning of change. Platforms like Snapchat or Instagram already introduced the majority of people to digital wearables, which at that time was known as "filters".
But our mission right now is the combining of physical and digital fashion that surely brings a lot of benefits – as Women's Creative Collective mentioned, they’re currently working with retailers who are utilizing live selling functionality where consumers are able to try on apparel before they purchase it. This is one of the best ways to deal with overconsumption and control overproduction. It also brings additional value for the customer experience, which we seek so much.
But the mind of the consumer changes as well – we are living in a new era where the customers are pushing fashion forward by creating a demand for a conscious product – we are slowly but gradually changing our mindsets to consuming what we need, not what we want, even though “we” — are still a minority.
When we talk about technology, digital wearables are not the only solution. Alternative materials are now having a surge due to the need for sustainability and when it comes to alternative materials, according to trend forecaster Renee Jacobs, not all the consumers are ready for them. There is still a big segment of consumers who are more cost-conscious. Generation Z is more open for these kinds of way shifts. But as Marija Palaikyte mentioned, what helps is major companies introducing alternative materials, like H&M and pineapple leather, to the majority of consumers. Fast fashion is sometimes the perfect platform to show that these futuristic ideas are not futuristic anymore.
We are also growing our conscious and experimenting community with the help of tools that are available for everyone. For example, the 3D revolution for fashion – a major democratizing factor for being able to create fashion. Major companies “gate keeping” the industry or the need of a massive amount of expensive materials to create a collection always held back a lot of creatives. So having 3D tools allow anyone to start exploring and creating digital fashion at a much faster pace with no boundaries for expression.
There is also another side of technology that peaks our interest – smart objects and gadgets are not only some functional tools that we use. Technology itself now for many years is like an accessory, a part of our clothing. There are “trendy” gadgets, then there are fashion brands collaborating with tech product’s companies which really shows the interconnection of our market.
For sure that shows our need for uniqueness, so it is not a surprise that customizing pieces is important for us. And maybe with more personal tech items the idea of taking care of it and reusing it we can attain a sustainable way of living.
We are moving away not only from fast fashion, but also from fast technology.