Digital Fashion Revolution: The Past, the Present, and the Psychology

This chapter examines the role of digital fashion in reshaping how fashion is designed, consumed, and understood, focusing on its impact on identity, self-expression, and cultural norms. With the rise of digital technologies like augmented reality, virtual reality, and digital ownership systems, the fashion industry has been rapidly adopting virtual and digital tools that challenge traditional notions of ownership, materiality, and sustainability. The Covid-19 pandemic acted as a catalyst, accelerating the integration of digital fashion into mainstream culture. The chapter explores the origins of digital fashion in the gaming world, its evolution through early virtual environments, and its expansion within the broader concept of the metaverse. Key psychological concepts such as avatar embodiment, the Proteus effect, and the influence of digital representations on self-perception are discussed to highlight how digital fashion influences consumer behaviour. The chapter also addresses the psychological and ethical challenges of digital fashion, including sustainability concerns, overconsumption, and the implications of digital identities. By integrating insights from psychology, it underscores the potential for brands and designers to create inclusive, personalised, and ethical digital fashion experiences in a rapidly evolving digital landscape.