New technologies reforming fashion industry

eTryOn’s project coordinator, Spiros Nikolopoulos, had the chance to discuss on the ways that new technologies in fashion industry are enhancing personalization and prediction, further contributing on reforming the industry towards sustainability. Full interview on HORIZON: the EU Research & Innovation magazine is available here.

“Sustainability in fashion has become an emerging trend in the past few years with companies trying to find innovations to reduce their waste and consumers are being socially conscious about the environmental impact their shopping habits have. At the same time, the Covid-19 pandemic, as many refer to it, was fashion’s biggest reset. This was because it boosted online shopping and urged brands to take steps towards a more digitalised future. There is an increasing number of fashion brands that are interested as well as investing in new technologies and incorporating them into their product design and e-commerce workflow to meet the new expectations.

Extended reality (XR), an umbrella term covering augmented reality (AR), virtual reality (VR) and mixed reality, is one such technology that will play a significant part in reforming the industry towards sustainability. In the next years there will be a huge renovation in the way people try on and buy or even design new clothes.

AR try-ons and makeup, VR catwalk shows, virtual fitting rooms, augmented clothing are only a few of the fields that constantly show new developments. Using XR technologies, eTryOn is developing a solution for human–fashion interaction, working towards modernising the way people create, consume and experience fashion through a set of AR and VR technologies, by currently developing three apps: Designer app, Dress me UP and Magic Mirror app.

Promoting sustainability and a circular economy, these apps will provide a more personalised shopping experience while reducing waste and related transportation and production expenses. In addition, there is a plethora of influencers and fashion lovers in general who buy clothes for a just-one-time show, which creates a significant amount of fabric waste.”

*Excerpts from article “Saying farewell to a throwaway fashion industry”, originally published in Horizon, the EU Research and Innovation magazine.