Isabel Davies

Isabel Davies

COURSE: Fashion Business & Promotion 2020


Monki_adigitalworld : Zero-waste Digital Collection

“If selectively and rationally embraced, technology can continue to serve the sustainable and ethical requirements of modern society, enabling ever sophisticated methods of clothing creation, consumption, and disposal.” – Sarah Scatturo, 2008. (Geczy, A, & Karaminas, V (eds) (2018).

The concept for my Independent Final Project was influenced by my chosen dissertation topic; ‘Can digital design and data avert overconsumption within an industry thriving on fast fashion?’. The aim of this study was to explore how innovations in AI and digital design could offer sustainable solutions within fashion retail. Primarily focusing on how technology could avert overconsumption within an industry dependent on fast fashion consumerism.

As digitally advanced consumers, Gen Z, and Millennials are already living between their virtual and physical spaces. This investment into “our virtual selves” identifies how social platforms such as Instagram are perceived more like a virtual runway of clothes users never thought they needed. Suggesting that as a community, overconsumption is being driven because clothing is viewed more as content for our digital identities.

‘Monki_adigitalworld’ was developed as a subsidiary to mass-market fashion brand; Monki. The sub-brand provides solely digital fashion products, launching with their zero-waste capsule collection; Artificial_Realities. Items featured in this digital collection will be available to purchase as photorealistic overlays, 3D digitally tailored to fit a chosen photograph uploaded by the user. The digital collection proposes an alternative to how people could satisfy their desire for newness, by investing in virtual clothing instead. The innovation of using image overlays will allow consumers to update their social media feeds with new outfits without purchasing a physical product. Essentially, consuming fashion with no environmental impact.

This investment into digitalised fashion will allow the company to explore not only the future of fashion. But become an early adopter of employing technologies role as a sustainable solution, by eliminating over-supply and production of textile samples entirely. 

Accompanying the digital products, users will be able to virtually try-on each item. Although the digital product is non-existent in real-life. The AR feature allows the customer to engage with an interactive purchasing process. Intentionally providing a fulfilled online shopping experience. The aim being to reinforce and motivate more mindful purchasing and slow down the rate of consumption.

My desired career path is buying or sustainable product development. This project has allowed me to showcase both my creative and academic skills that would apply to either job role. Critical planning was present throughout the development of this new digital product. With creative thinking enabling a coherent and viable outcome that I can proudly showcase to potential employers.

The final project has also been nominated for the Graduate Fashion Week ‘New Fashion Media award’.