Digital Fashion Revolution and the importance of sustainable guidelines

Embracing the Digital Revolution in Fashion: A Closer Look at Sustainable Guidelines

The fashion industry is swiftly transitioning into the digital realm, with fashion designers shifting from traditional stitching and sketching to digital screens and renders. While some brands adopt a digital-only approach, others embrace a collaborative "phygital" strategy that combines both physical and digital elements. Alison Murray, a Cyber Tailor and Clothing Creator from Edinburgh, sheds light on the importance of sustainable guidelines in the digital fashion landscape.

Physical fashion already has a lot of guidelines, but when it comes to digital fashion, which is so new, there aren’t many sustainable guidelines. A lot of people believe that going digital means being more sustainable, but it is not the case. And that’s how I started my research

Johan Graffner

Digital Fashion and the Need for Sustainable Guidelines

As the fashion industry embraces digitalization, Alison Murray emphasizes the necessity of establishing sustainable guidelines. While physical fashion already has well-established guidelines, the emerging digital fashion space lacks such standards. Contrary to popular belief, going digital does not automatically equate to sustainability. This realization prompted Alison's research into responsible digital fashion and the need for guidelines.

phygital fashion alison murray

READ MORE: How Digital Fabrics drive Performance and Transparency in Product Development


Responsible Creation of Digital Fashion

During the lockdown period, Alison collaborated with various brands, creating digital designs as an innovative alternative to runway shows and photoshoots. However, she also recognized the importance of responsible digital fashion creation, paralleling the responsible practices in physical fashion. Alison's research involved experimenting with 3D software, specifically Clo3D, to assess the sustainability of different digital fabrics. By analyzing render times and file sizes, she aimed to formulate new digital fashion care labels that enhance transparency.

phy_gital: CLO3D fabric card and care label

The Rise of Phygital Fashion

While the industry's return to physical runways and campaigns remains uncertain, many individuals long for the physical connection. Alison appreciates both the physical and digital aspects of the fashion industry. She suggests leveraging digital technology to provide consumers with up-close views of garments, showcasing intricate details like stitches and zippers. Combining digital presentations with physical spectacles allows brands to communicate every garment detail effectively.

phygital fashion

READ MORE: CLO3D vs Browzwear vs Optitex: which 3D fashion software is better for you?


Looking Towards the Future

Alison's research raises essential questions for the fashion industry to consider. Sharing digital design experiences will enable all stakeholders to evolve responsibly together. Digital fashion offers tremendous opportunities for designers to explore materials without physical production. However, it is crucial to reflect on the future of "phygital" design and its environmental impact. Alison concludes that digital fashion presents a world of opportunities, emphasizing the significance of responsible usage.




About Alison Murray

Alison Murray is a passionate advocate for phygital responsibility and collaboration as catalysts for change in the fashion industry. Hailing from the UK, she has received a global education and now resides in the pixel world, championing digital garment creation and animation. Explore Alison's research and work to learn more about her endeavors in the digital fashion landscape. Find more information about Alison's research and work here.