In a bold reimagining of fashion’s future, researchers suggest that digital-only clothing could be a game-changer for an industry under pressure to clean up its act. The concept—garments that exist purely in digital spaces—could offer a sustainable alternative to fast fashion.
- According to a recent study—'Will consumers pay for e-fashion? A multi-study investigation, underscores how virtual fashion sidesteps the resource-heavy processes of traditional apparel manufacturing.
THE STUDY: The study was conducted by a team of researchers from the University of Portsmouth, and has been published in the International Journal of Retail and Distribution Management.
THE SUBJECT AREA: With no fabric, no factory, and no freight, digital garments eliminate carbon emissions, labour exploitation, and landfill waste in one sweep. But is virtual fashion a sustainable fix or just another short-lived trend? That depends on consumer appetite—and whether fashion’s digital turn can balance innovation with inclusivity and access.
- The research studied how consumers respond to the unique appeal of digital clothing and what drives their willingness to pay for garments they can’t physically touch, try and own.
- The study contends that e-fashion isn’t just a gimmick for gamers or influencers. It can potentially disrupt the fast fashion model in a profitable way for fashion brands, exciting for consumers and better for the planet. While it may not entirely replace physical fashion, the study suggests e-fashion could meaningfully reduce our reliance on high-volume, low-value clothing and help curb the environmental toll of an industry that urgently needs reform.
- Some of fashion’s biggest names and tech startups are already tapping into this new frontier. They are experimenting with virtual collections for avatars, gaming platforms, and social media wearables. Digital collections are being launched, avatars are walking virtual runways, and customers are paying for outfits that never physically exist. These garments don’t just mimic real-life couture—they evolve, change colour, morph, and even interact. The appeal? A new way to express identity online, without leaving behind a carbon trail.
- The findings reveal that consumers with a strong appetite for novel and tactile experiences are particularly drawn to e-fashion, valuing its creativity, customisability and interactivity. For them, virtual couture is not a compromise but an additional new frontier in personal style.
- From Instagram filters to gaming skins, the idea of digital self-presentation isn’t new. The research found that consumers could mentally simulate the tactile features of e-fashion, a process that becomes increasingly feasible and vivid with the adoption of virtual reality headsets.
- While the technology is evolving rapidly, digital fashion currently sits at the intersection of luxury, novelty, and niche. It’s unclear whether the average consumer—let alone the mass fast fashion customer—will fully embrace clothing that can’t be touched or worn in the real world.
- There’s also the issue of accessibility: high-end digital garments can be surprisingly expensive, and often require tech platforms not available to all.
WHAT THEY SAID
Whether e-fashion is a fleeting fad or a long-lasting trend remains to be seen, but its environmental potential is undeniable. Unlike fast fashion’s reliance on low-cost, often non-recyclable materials and landfill-heavy turnover, digital garments can be produced, consumed, and discarded with a single keystroke - or perhaps several keystrokes. No raw materials, modern slavery, shipping and delivery are involved, reducing deforestation, inhumane working conditions, carbon footprint and landfills.
— Dr Kokho (Jason) Sit (Co-Author)
Senior Lecturer (Marketing)
University of Portsmouth
