Virtual fitting: the next frontier in digital fashion

Now that earnings are under more pressure than ever before, more and more fashion brands are starting to adopt digital design processes. It helps them save money by reducing the number of samples and by preventing what a former fashion top 100 executive described to me once as ‘design leakage’. Another area of improvement provided by digitalization is sizing technology. By generating avatars of consumers, the right size can be predicted, reducing size-related returns. At New Industrial Order we are intrigued by the aspect of emotional fit: whether someone feels good in a garment. A tough nut to crack - but virtual fitting could get us somewhere. We already have the virtual clothes, now we need avatars with a high level of accuracy. Shavatar is a startup that provides avatars - we decided to team up and do a virtual fitting experiment.