Is Digital Fashion Really Sustainable?
Fashion is undoubtedly one of the most harmful industries to our planet. Despite this, the terms "sustainability" and "fashion" have been used together for a long time. However, on the flip side, there are striking realities like our fast consumption habits and the frequent, limited use of clothing. This is where the real issue begins. The solution to the environmental and social problems caused by our current system is increasingly being suggested as digital fashion. But, could this truly be a way forward?
A fashion industry without pollution or textile waste caused by production sounds appealing. However, a lesser-known fact is that the data and communication technologies used in the digital world, due to their high energy consumption, are a significant source of emissions. It is estimated that Ethereum, the most commonly used blockchain by NFT creators, produces around 54 metric tons of carbon dioxide annually. This figure is nearly equal to the carbon footprint of Singapore. Another study by Cleanfox suggests that if the internet were a country, it would be the world's sixth-largest polluter. Whether digital or physical, when it comes to fashion's environmental impact, we need a more holistic perspective.
The Republiqe x Monnier Frères digital koleksiyonu.
We believe that in the near future, we won’t be able to tell where the physical world ends and the digital world begins. With the introduction of the term "metaverse" into our lives, interest in these different virtual universes has grown, and for reasons such as the convenience they will bring to our daily lives and the economic potential they offer, they have become much more attractive to both users and brands. Globally, it is estimated that the economic opportunities created by the metaverse will reach 800 billion dollars by 2024.
In 2018, the appearance of an AI-created influencer at Milan Fashion Week, showcasing Prada designs, left viewers in great astonishment. In recent months, Balenciaga collaborated with Fortnite and released hoodies designed specifically for game characters, offering users a luxury fashion experience in the virtual world. One of the pioneers in this realm, Gucci, also launched a platform named Vault, which includes the sale of their NFTs.
If you’d like to experience this world, we should mention that Decentraland will be hosting a fashion week on March 24th, where many global brands will participate. Visitors will be able to attend virtual fashion shows and even try on and purchase products.
We believe that augmented reality (AR) technology, which allows us to see how digital designs will look on us before making a purchase, will further elevate these designs into a growing trend. A study conducted by Currys last year predicts that in the next five years, the number of Gen Z consumers using AR before making a purchase will increase by approximately 57%. One of the most widely used apps by this generation, Snapchat, has already partnered with fashion and beauty brands to produce nearly 2 million AR lenses.
As an industry that joined the sustainability discussion relatively late, the fashion sector’s eco-reckoning seems poised to accelerate with the development of technology. While digital tools like AR and VR technologies are leading to a profound transformation in the fashion industry, we will continue to follow these developments, focusing on their environmental impacts.
