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07/27/2023 | Pressemitteilung

Fashion without models

Moving fashion shows to digital can make the fashion industry more efficient, sustainable and customer-oriented - this is the result of a case study by researchers from the University of Kassel and Krakow at Milan Fashion Week. Virtual models presented hoodies in the form of "digital twins".

Image: AdobeStock.

A digital twin is a computer-generated representation of physical objects. They can be used to depict production steps through to the look of different fabrics and fits. Companies that use the technology only put new fashion items into production if they have received positive feedback. The bottom line is the goal of value creation in which infrastructure, business models, goods and services are linked to sustainability.

In this case study, a company designed a range of digital hoodies and presented the products on virtual models during Milan Fashion Week 2021. As a result, the company saved significant costs and time in the production, assembly, sewing and dyeing of the garments. The entire collection was also produced more quickly. Further costs were saved on video and photo shoots, post-production and logistical services for the presentation. But what's more: with the help of digital twins, the company was able to respond to customer feedback and tailor the sweaters to their preferences.

The study was conducted by Prof. Dr. Ralf Wagner, Head of the Department of Sustainable Marketing at the University of Kassel, and Dr. Agnieszka Kabalska from the AGH University of Science and Technology, Kraków, Poland. She is one of the first to analyze the potential of digital twins in the fashion sector.

"Reducing environmental and social damage without losing the magic, the promise and the thrill of fashion with all its glamor - that is a major challenge for the fashion industry in the sustainable and digital transformation," summarizes Wagner. He concludes from the results: "The technology of the digital twin is a revolutionary tool that can also provide fashion companies with enormous support on this path."



Wagner, R. & Kabalska, A. (2022). Sustainable value in the fashion industry: A case study of value construction/destruction using digital twins. Sustainable Development.


Contact Prof. Dr. Ralf Wagner

Prof. Dr. Ralf Wagner
Head of the Department of Sustainable Marketing
University of Kassel
Phone: +49 561 804-2133

Dr. Agnieszka Kabalska
Faculty of Management
AGH University of Science and Technology, Kraków