In 21st century technology and new trends are undeniably changing the face of how people live, work, communicate, and even clothes they wear. Social media is playing an important role of self-identification in the virtual world. The urge for newness particularly driven by social media is something that consumers will want to get fulfilled. On the other hand, they may have a feeling of being guilty about continuously purchasing physical new garments, because it has a negative environmental footprint.

Due to this reason, Norwegian fashion clothing company Carlings found a gap which could be filled with a new invention in the fashion industry. The perspective of digital fashion brings attention to sustainability in order to be able to look new in a more sustainable way.  This digital fashion line that Carlings has proposed give a new potential for both consumers and fashion businesses. Looking deeper from the consumer’s point of view, they get a digital perspective on their social media accounts as well as they are the first to try on the very newest things. For fashion companies, this could be a potential new market for not only producing physical fashion collections but also making digital fashion collections. It gives them the ability to see both collections in the perspective of a changing market.

If we take it even further, the digital fashion market can also be a fusion within a gaming market where it is possible to see avatars being dressed up by more fashion orientated brands which definitely is a huge market for new skins, looks, and new props. In this way, Carlings tries to point out that we do not necessarily need to purchase new clothes in order to own stylish photos and appear trendy on social media, but then how does it actually work? First, a person who would like to own such an invention has to upload his own photo in wearing black clothes and then choose a wanted product on the brand’s online shop. The next step is taken by professional digital tailors who adjust clothes to the picture a person sent. When it is done, the picture is sent back to the owner and ready to use. Such digital innovation shows a smart way of saving an incredible amount of money by not purchasing new clothes and still look sharp in the digital world.

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