Leading trends in digital fashion

The fashion industry continues to evolve and overperform. Crossing boundaries and creating community.

We are now in a digital dynasty, and the use of digital services, products, and channels has evolved vastly over the years.

According to Statista, by 2025, online penetration in the UK fashion market is projected to reach 30.8%, making it a leading sector in the country's e-commerce transformation. Fashion is a leader in UK e-commerce, with online penetration outpacing other major categories like health, personal care, and food and beverage, according to eMarketer.

In 2025 services such as AR (Augmented Reality) driven ‘Virtual Try-Ons" are available to consumers, Powered by apps such as Snapchat. Fashion has become more experience-focused. Additionally, tools such as AI (Artificial Intelligence) can aid your designers. Creatives can now have their vision generated or prototypes created at the click of a button. This poses the question: Does this shift the role of creatives to curators rather than sketch artists?

Here are 5 rising Digital Fashion trends that are having an impact:

Use of AI

Whether it is used to generate imagery used on campaigns by some of your big-name brands, such as ‘Rhode’. Or to be used as a styling tool, an example would be ‘The Yes’ (by Pinterest) and Zalando’s AI styling. This calls out to the consumer, piquing their interest or solving their fashion problems.

Exclusivity and ‘Clubs’

We are seeing a rise in Fashion brands creating their sense of community and exclusivity. An example of this is ‘Sisters & Seekers’ very own ‘Seekersville’. With its Sims-like graphics, it draws you in with its little ecosystem, essentially an experience-driven loyalty program.

CGI (Computer Generated Imagery)

The use of CGI took over the fashion advertising game in late 2024, continuing into early 2025. Fashion houses can cross boundaries with their advertising by captivating consumers with surreal imagery and videography. An example of this is Jacquemus’ ‘Inflatable bag’ ad for their Bambimou bag.

Sustainable sampling

3D sampling, digital prototyping, and AI forecasting help brands reduce overproduction and waste. Many are shifting to on-demand manufacturing based on digital pre-orders. Adidas has dived into this by using 3D modelling for trainer prototypes.

Fashion and the Metaverse

We are seeing more fashion brands intertwining with platforms such as Roblox, Snapchat, and Fortnite. Curating digital collections that are wearable in the virtual realm. Nike and The North Face have collaborated with Snapchat, providing clothing for users ‘Bitmojis. Gaming platform Roblox has its ‘Gucci Town’ opening a new meaning to the ‘Gucci’.

Fashion continues and will continue to blur the lines

Fashion is not just keeping up with the digital age—it’s leading it. From AI-driven design tools and virtual try-ons to immersive brand communities and metaverse-ready collections, the industry is redefining creativity, sustainability, and consumer engagement. As we move through 2025 and beyond, fashion continues and will continue to blur the lines between physical and digital, proving that style is no longer limited to the runway.