Not all assessments of the fashion sector’s prospects for the coming year have been greatly optimistic compared to years past. This has seemingly been the case, too, for the industry’s relationship with up-and-coming technology; however, there are tentative signs that 2025 could mark a revival in this regard. 

Your own brand might have placed a greater emphasis on its Web3 strategy a few years ago, than it has been recently. Since then, the hype around much of digital fashion has cooled, questions have been asked about the future direction of non-fungible tokens (NFTs), and various startups centred on digital fashion have closed. 

All the while, it seemed that brands had retreated from Web3 innovation, instead favouring evolutions of relatively “tried-and-tested” Web2 approaches, such as TikTok livestreams and Instagram broadcast channels. 

The Fall 2025 fashion season, however, is bringing promising possibilities 

If there has been a sense in recent years that fashion has struggled to match up the hype around Web3 technologies to a similarly exciting reality, it appears the “mood music” is somewhat different in early 2025. 

Or to put it in the words of Jing Daily fashion writer Bethanie Ryder, “early adopters are cautiously re-engaging with emerging tech – this time with a more considered, integration-first approach.” 

She went on to cite Viktor & Rolf’s decision at Paris Couture Week to accompany various reinterpretations of a single outfit with an artificial intelligence (AI)-generated voice, as well as – at Seoul Fashion Week – Hannah Shin’s “Cosmogonie” collection, which brought together 3D printing and traditional tailoring. 

Indeed, Ms Ryder observed that the South Korean capital was “quietly setting the pace for fashion’s tech evolution, while Western runways find themselves bogged down in an era overrun with quiet luxury facsimiles.” 

Now could be the time to take inspiration from major brands’ AI projects

With AI hogging so much of the broader cultural conversation during 2024, even some keen fashion observers could be forgiven for overlooking the enthusiasm exhibited for the tech among the sector’s biggest names. 

By that, we’re referring to such developments as Grace Ling’s embrace of AI wearables, the bespoke machine-learning service of Brunello Cucinelli, and LVMH’s development of AI-powered tools. 

January 2025 has seen continued momentum on this front. Hugo Boss, for example, released an AI-generated video portraying a model dressed in the designer fashion brand’s items, amid moves to integrate AI-powered product content across its worldwide ecommerce platforms. 

Meanwhile, Burberry has been tapping into AI as part of its much-talked-about turnaround efforts. The British luxury fashion house has sought to appeal today’s consumers by reaching into its archives and referencing its heritage in an innovative manner. For instance, the label recently used AI-powered animation to share a 1980 archive image by Lord Lichfield on Instagram. 

Discover the potential for your fashion brand’s digital approach with a well-qualified agency 

Your fashion, luxury, or lifestyle business may already have some form of Web3 strategy that you are seeking to hone, or you might be seeking to build up new tech-led approaches from scratch. 

Regardless, when you join forces with Skywire London as your chosen digital agency, you will be putting your brand in a strong position to deliver cutting-edge excellence. To learn more about how you can accomplish exactly that with our help, please don’t hesitate to contact us. 

Photo by Icons8 Team on Unsplash