PLANET

The development of the fashion industry is based on the deepening of human cognition of nature, and the Internet revolution represented by Web 3.0 provides us with ways to develop unknown things in nature at the scientific and technological level. When we look at the relationship between fashion and nature as a pair of contradictory propositions, from the 17th century to more than 400 years, the complex relationship between fashion and nature in modern times has been in a relatively awkward situation, when the global fashion industry, as the world’s seventh largest economy, has become the world’s second-largest polluting industry after the petrochemical industry. We can deeply feel the irreversible harm that technological fashion brings to the environment.

Scientific and technological change has promoted the rapid rise of the fashion culture industry, and with the rapid development of a new generation of digital technology, the interwoven evolution of information, networking, digitalization, and intelligence, and the iterative development of the Internet, the Internet of things, the number of links and the intelligence, the world is accelerating into a new era of Web3 digital economy characterized by the “Internet of everything and ubiquitous intelligence”. Virtual fashion, virtual people, and virtual scenes, as the trinity of digital fashion development, have become essential elements for the development of virtual fashion. In the past two years, the real fashion industry at the physical level needed a more long-term development mode due to the attack of the epidemic. With the advent of the meta-universe era and the development of the concept of digital twins, virtual fashion can become a mirror image of real fashion. The world of Web3 gives the fashion industry more possibilities. The imagination space that can be assembled by the virtual world connected to the meta-universe space is enormous.

In terms of brand marketing, how to grasp the core needs of Generation Z and make corresponding creative marketing activities for the pain points of the crowd in sustainable fashion is a big challenge. In the future development of the meta-universe, the development dilemma of sustainable fashion in reality can be solved in the meta-universe world. For example, major luxury brands have launched virtual clothing and released NFT digital collections and other related activities, Prada and Meta jointly released a full set of clothing, and Gucci released Dionysus bags on the game platform Roblox. Science and technology fashion gradually completed the development of virtual sustainable fashion, which to a large extent can gradually alleviate the problem of resource loss and environmental pollution.

Daniel,M.(2022) What Gen-Z Thinks About Virtual Fashion. Available at: https://www.businessoffashion.com/articles/technology/virtual-fashion-metaverse-roblox/ .(Accessed: 12 October 2023).

Imran,A.(2021) The Multi-Versal Self and the Rise of Virtual Fashion. Available at: https://www.businessoffashion.com/podcasts/technology/the-rise-of-virtual-fashion/.(Accessed: 12 October 2023).

Emily,C.（2022) 16 Things Everyone Should Know About Sustainable Fashion. Available at:https://www.vogue.co.uk/fashion/article/sustainable-fashion .(Accessed: 13 October 2023)