The Pixel Future of Fashion

By Sara Akkermann

Have you ever heard of the metaverse?

If not, you are one of around 30% of people who are still unfamiliar with the term (GWI 2022). The metaverse is a virtual 3D world where people interact in real time as digital avatars, for example, to explore, have fun or interact with others (Breiter und Siegfried 2022). Besides popular online games like Fortnite, it also includes platforms like Meta Horizon Worlds, which are used for virtual meetings or social events. The range of applications is broad – and the number of users is growing.
According to forecasts, the number of users is expected to grow by about 18% per year until 2030 (Statista Market Insights 2023).

A new stage for fashion

Fashion is becoming increasingly relevant in the metaverse. Brands are no longer just advertising physical products – they’re also designing and selling purely digital clothing. In virtual worlds, users spend real money to dress their avatars. Technologies like augmented and virtual reality are expanding these experiences: For example, AR can add dynamic effects (like flames or wings) to physical clothing through smartphones or AR glasses, while VR allows users to fully immerse themselves in digital fashion environments (Breiter und Siegfried 2022).

Changing how we dress and express ourselves

As the metaverse becomes part of everyday life – for work, online activities and socializing – our approach to fashion may shift. Digital wardrobes could gain importance, while real-world fashion loses relevance. Traditional fashion brands would need to adapt – as shown by Tommy Hilfiger and Dolce & Gabbana at Metaverse Fashion Week 2023. There, they presented their collections not only on a traditional runway but also in interactive virtual spaces. Users could join live design contests, play games, or explore giant fashion items like walk-in handbags – experiences that would simply not be possible in the physical world (Rösch 2023).

Utopia or dystopia?

Compared to the real world, the possibilities in the metaverse seem almost limitless. Users can design their appearance freely – no matter their body shape, budget, or social norms. Identity becomes flexible, visually changeable, and detached from social status (Kotsoni 2024). This can bring new freedoms and might even support a more sustainable fashion culture: if clothes are mostly tried on and worn virtually, the demand for physical fast fashion could drop – a win for the planet (Pozzo 2024).

But this vision also brings questions. What happens to our self-image if our online and offline identities keep growing apart? And how sustainable is a virtual world really, if it requires massive amounts of energy to run? We might reduce problems in one place, but create new ones elsewhere.

Conclusion:

If the metaverse keeps growing, fashion won’t just be made of fabric – it will also be made of pixels. Digital clothing could change how we express ourselves and how we shop – more creatively, more interactively, and maybe more sustainably. But it also comes with new challenges.

Now its your turn:
How do you imagine fashion in 2050 – more pixels than fabric?

TrueLook

The Pixel Future of Fashion

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