The Intersection of Fashion and Virtual Reality: A Symbiotic Evolution
By
Hanna Blankenship 

The intersection of fashion and virtual reality (VR) represents a dynamic transformative merger of an industry that has been around forever. According to Team Browzwear, many experts predict that augmented reality (AR) and virtual reality (VR) will be the next big things to hit the fashion industry (2023). In recent years, technological advancements have propelled the fashion industry into a new era, weaving virtual experiences and digital landscapes into the fabric of design, production, and consumption. This research essay delves into the relationship between fashion and VR, exploring how this intersection is shaping the industry’s landscape and redefining the way individuals engage with clothing and style.

Virtual reality has revolutionized the way consumers interact with fashion through virtual try-on experiences. Brands like Warby Parker have incorporated AR applications to enable consumers to virtually try on glasses in their homes before making a purchase (O’Shea, 2019). Augmented reality (AR) applications enable users to virtually try on clothing and accessories on their real bodies, enhancing the online shopping experience and combating the uncertainty associated with purchasing items without physically trying them. This technology was previously adopted by home brands such as Ikea and Lowe’s to envision couches and other furniture in real spaces, ensuring they match the size and aesthetic needed (Ayoubi, 2017). This personalized approach to shopping not only improves customer satisfaction, boosting purchases at Lowe’s by 30% (Saleh, 2023) but also reduces the environmental impact of excessive returns. Additionally, AR is often easier to integrate and apply without as much investment from companies and users, as the technology needed can be as simple as just a phone and a wifi connection, opposed to virtual reality, which requires specialized hardware such as a Meta Quest or Oculus Rift (Roberts, 2019).

The incorporation of AR in the e-commerce sector extends beyond virtual try-ons. Swarovski and Mastercard’s collaboration created a VR shopping experience where users could browse and purchase virtual jewelry using a VR headset. This innovative approach aimed to blend e-commerce by “creating an immersive and interactive shopping experience for consumers” (Team Browzwear Marketing, 2023), offering consumers a novel way to interact with and explore products.

VR tools are becoming integral to the fashion design process, allowing designers to create and visualize garments in virtual environments before they are physically produced. This accelerates the prototyping phase, streamlining the design-to-production timeline and reducing waste. Virtual design studios enable collaboration among geographically diverse teams, fostering a more efficient and sustainable approach to fashion creation and reducing travel-related carbon emissions and textile waste (Fashinnovation, 2023).

Brands like Adidas and Nike have embraced virtual design studios, allowing designers and consumers to visualize and manipulate garments in three-dimensional space before physical production. While the technology to create and prototype something in a virtual space has been around for a while, with other industries such as interior designers utilizing it decades ago, it is a fairly recent innovation for the fashion industry. Although the finished product usually is not a complete replica due to constraints in the physical world that may not be apparent in the digital, it allows designers to envision how a textile might appear or how certain colors would look together without wasting time, money, and resources. It also allows customers to brainstorm personalized products, reducing returns and increasing overall customer satisfaction (ApparelMagic, 2023).

The most unique manifestation of the fusion between fashion and VR is the emergence of virtual fashion shows. Designers are increasingly leveraging VR to create immersive runway experiences that transcend geographical limitations. Virtual fashion shows allow global audiences to participate in real-time, providing an inclusive and accessible platform for fashion enthusiasts. In recent years, the fashion industry has witnessed a transformative shift in the way it showcases its latest collections, with the integration of Virtual Reality (VR) into the traditional realm of fashion shows. This shift has not only revolutionized the presentation of fashion but also marked a significant evolution in the very essence of these fashion shows. Traditional fashion shows, once “exclusive events with restricted guest lists” (Perino Yarns, 2023), have now become more accessible and immersive, transcending physical boundaries through the incorporation of VR technology.

The evolution of fashion shows over time has been a fascinating journey, from exclusive gatherings in high-end venues to these events being accessible for everyday people through live streaming and now, the immersion in virtual spaces. Fashion shows, once confined to the runway, have expanded into a global phenomenon accessible to a broader audience. Attendees can now virtually step into the front row and “experience the sensation of walking amidst the models” (Audaces, 2023) and the overall ambiance and creativity of a fashion show without leaving the comfort of their homes or an exclusive invite. This virtual experience has been particularly relevant in the context of global events and restrictions, “allowing individuals from anywhere in the world to engage and participate, regardless of their physical presence” (Audaces, 2023). The incorporation of VR into this evolution is a testament to the industry’s commitment to embracing cutting-edge technologies to enhance the consumer experience. Prominent fashion brands such as Balenciaga and Gucci have harnessed the power of VR to revolutionize the traditional runway experience. Virtual fashion shows have become a vehicle for these brands to transcend physical constraints, reaching global audiences in real-time. Balenciaga’s VR AW21 Show, for instance, which gave 30 members of the press an Oculus headset showcasing in VR “a full runway show of a collection steeped in themes of dystopia, escapism, and existentialism” (Madsen, 2020), highlighted the brand’s commitment to innovation but also attracted attention and increased press for the actual show.

Similarly, Tommy Hilfiger’s foray into VR with the VR Runway Show in 2015 showcased the brand’s commitment to offering customers an immersive experience. Through VR stations set up in selected stores, customers could don a Samsung Gear VR headset and experience the Fall 2015 runway show as if they were seated in the front row. This not only created buzz and excitement around the brand but also enhanced customer engagement, providing a unique connection with the fashion show (Arthur, 2015).

The current use of VR in fashion shows has mainly been limited to the re-recording of in-person fashion shows or a virtual walk-through of the manufacturing process in a 360 view that can be seen with VR hardware, providing a more real feeling immersive experience than simply watching a recording on YouTube. The future of VR and fashion shows, however, is fashion shows in a totally digital environment, using only avatars and digital clothing. This shift to a completely digital realm will allow for a number of exciting possibilities. For example, designers will be able to create shows that “transcend the constraints of the physical world” (Vrilya, 2023) and are not limited by the laws of physics. They will be able to create garments that would be impossible to make in the real world, and they will be able to stage shows in locations that would be impossible to access in person such as the moon. In addition, VR will allow for a more immersive and interactive experience for viewers. Viewers will be able to walk around the virtual runway and get a close-up look at the garments. They will also be able to interact with other viewers and with the designers themselves (Vrilya, 2023).

Creating a completely virtual VR fashion show involves a series of steps, each crucial in crafting a seamless and captivating experience. The choice of hardware plays a pivotal role, with designers having to research and opt for VR devices that offer the best compatibility and visuals. Platforms such as Unreal Engine, Altspace, and Unity, leaders in VR environment creation, and already utilized during the 2020 Paris Fashion Week have to be chosen for constructing the virtual fashion venue. Each platform brings its unique features, allowing designers to tailor the virtual environment to align with the brand’s vision (Magunje, 2020).

Selecting influencers and models to attend and walk in a VR fashion show, both AI and human, is a delicate process that requires a deep understanding of the brand’s narrative and target audience. AI influencers and models, equipped with advanced algorithms and data analytics, can “provide personalized experiences for each user” (Bell, 2023), offering a futuristic dimension to brand representation. On the other hand, the design and creation of them can be a timely and costly process. Human influencers, on the other hand, bring authenticity and relatability, creating a dynamic blend that resonates with diverse audience segments. On the other hand, human influencers and models have a higher chance of errors naturally, and oftentimes bring their own beliefs, personalities, and styles that may not align exactly with a fashion brand.

In the future, some brands may choose to provide users with an immersive experience that incorporates both AR and VR. This shift would indicate a strategic balance between embracing technology and preserving the authenticity of the fashion experience. The fusion of physical and virtual elements would allow brands to maintain a connection with the tangible aspects of fashion while leveraging the capabilities of VR for a broader reach. This approach not only enhances user engagement but also positions VR as a complementary tool rather than a replacement for the traditional fashion show.

The pros and cons of using VR for fashion shows are integral considerations in evaluating the impact and feasibility of this technology. On the positive side, VR offers a cost-effective and sustainable alternative to traditional runway shows. Designers can showcase their collections without the need for extravagant physical setups, reducing the environmental footprint associated with these events. However, challenges accompany the benefits of VR in fashion shows. The lack of a tangible and sensory experience poses a limitation, as users may miss the tactile aspects of fabric texture and the immediacy of seeing garments up close. Moreover, the digital divide in access to VR technology may create disparities in the audience demographic, limiting the inclusivity that the fashion industry strives for.

One of the primary hurdles in the adoption of VR and AR by fashion brands is the substantial cost associated with developing high-quality content and applications. The creation of immersive experiences, whether in the form of virtual fashion shows or augmented reality try-on features, demands a significant investment in technology, talent, and production, with the cost of AR implementation varying from “$50,000 (for real estate apps) to more than $200,000 (for an electronics retailer) with the development time varying from four to six months, respectively” (Chandukala et al., 2022). Larger, established brands with substantial financial resources may find it easier to allocate funds for such ventures, but the “specialized software and equipment are not always available to smaller businesses due to the cost” (Osten, 2023), justifying the expense. This financial barrier raises questions about the potential exclusion of innovative smaller players.

Accessibility is another critical challenge that fashion brands grapple within the adoption of VR and AR. The need for specific hardware, such as VR headsets or advanced smartphones, restricts the accessibility of these experiences to consumers who own compatible devices. This limitation narrows the potential audience. It also creates a divide between those who can afford the necessary technology and those who cannot, which creates the “risk of being exclusionary” (BOF Studio, 2022). Striking a balance between cutting-edge technology and inclusivity becomes a delicate dance for fashion brands aiming to reach diverse demographics.

Technical capabilities and standards present an additional layer of complexity in the widespread adoption of VR and AR. The rapid evolution of technology often results in a fragmented landscape with various devices operating on different platforms. Fashion brands must grapple with the challenge of creating experiences that are compatible with a range of devices, while mitigating the risk of the “user experience of managing all the different pieces” is seamless and consistent (Jabil, 2023). Additionally, technical issues, such as glitches or malfunctions, may arise, potentially compromising the customer experience and leading to frustration rather than engagement. In order to combat this, brands must be committed to the ongoing adaptation and education of emerging technologies and a dedication to staying at the forefront of the ever-evolving VR and AR ecosystem.

Privacy emerges as a paramount concern in the context of VR and AR in fashion. As these technologies collect vast amounts of data on user preferences, body measurements, and even physiological responses, questions arise regarding the ownership, security, and potential misuse of this information. Fashion brands utilizing VR/AR must prioritize transparent data practices, ensuring users are fully aware of how their data will be used and protected. They must also set up safety measures for the data such as “limiting how much biometric data is available to third-party applications, processing and keeping additional tracking data on the device, anonymizing and aggregating any shared data, etc” (Finnegan, 2023). The risk of data breaches, unauthorized access, or the creation of digital profiles without explicit consent demands robust ethical frameworks and regulatory measures to safeguard user privacy.

Moreover, the immersive nature of VR and AR experiences brings forth questions about the boundaries between the virtual and real worlds. Augmented reality, in particular, blurs these boundaries by overlaying digital information onto the physical environment. This raises ethical concerns about unintentional intrusion into personal spaces and the potential for manipulative advertising or content that may impact individuals psychologically. Striking the right balance between captivating users and respecting their personal boundaries is crucial to maintaining ethical standards in the development and deployment of AR applications in fashion (Quach, 2022).

Another ethical dimension involves the environmental impact of VR/AR technology. The production and disposal of VR headsets, AR glasses, and associated hardware contribute to electronic waste, posing environmental challenges. While VR and AR in fashion can reduce some textile and runway design waste and reduce travel-related carbon-emissions, “These materials used to make the actual devices work can be harmful to obtain, and even more harmful to dispose of improperly” (Green Journal, 2019). Because of this, fashion brands must consider the lifecycle of these devices, exploring sustainable materials, recycling programs, and responsible manufacturing practices. Balancing technological progress with environmental responsibility is integral to mitigating the negative ecological consequences associated with the integration of VR and AR in the fashion industry.

Furthermore, fashion through VR and AR introduces ethical considerations related to cultural appropriation and representation. Virtual spaces provide opportunities for diverse cultural expressions, but they also carry the risk of perpetuating stereotypes or appropriating elements of marginalized cultures. Designers and developers must approach virtual fashion with cultural sensitivity, actively seeking diverse perspectives and avoiding the reinforcement of harmful narratives or stereotypes. Building trust and overcoming preconceived notions about the limitations and reliability of these technologies require strategic communication and education efforts from fashion brands (Mcdowell, 2021).

In conclusion, the intersection of fashion and virtual reality is a captivating journey into the future of the industry. From virtual fashion shows that transcend borders to personalized shopping experiences and digital design studios, the fusion of fashion and VR is reshaping how we perceive, consume, and interact with clothing. As technology continues to advance, the possibilities for innovation within this intersection are boundless, promising a future where the boundaries between the physical and virtual worlds in fashion are further dissolved. Embracing this is key for brands to survive and thrive in the fashion industry, as those who choose to adapt and accept these technological advances become emerging leaders.

 

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