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Augmented reality is an expended version of the reality where the digital information imposes on an image of something viewed by using the technology such as a device like the camera of the smartphone.

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"And those who were seen dancing were thought to be insane by those who could not hear the music."- Friedrich Nietzsche

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Unfortunately, sustainability and fashion were not used to come along.

The disaster which was happened in Bangladesh in 2014 with Rana Plaza made fashion companies redefined their social vision and started to take for the consideration of their ecological impacts (Braithwaite, 2018). Also, the cause of the lifestyle change made consumers start to pay attention to the production of the clothes. It is generally agreed that the fashion industry is one of the main pollution industry due to the usage of toxic and chemical components which contaminate water and leave unrecycled waste. According to Naomi Braithwaite, 35% of total microfibres in the oceans came from clothes. It is expected that 25% of the global carbon budget will be spent in the fashion industry by 2025. Since the fashion industry is responsible for the impact of the environment, they started to work on limiting pollution from manufacturing their products. However, they have to cut off the amount of waste. One of the best ways is to provide the opportunity to the customers to rent the clothes.

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One of the oldest rental companies in the clothing market is Rent the Runway. It is the online service which provides to rent the designers dresses and accessories. In 2019 the company worth was 125 million US dollars. Their target customers are the people who are looking for the design style for the work pace or just for the special occasion (Baker, 2020).

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There are two reasons why rental clothes are becoming a popular choice among consumers in the fashion industry: social media platforms and sustainability.

To take into consideration, the upcoming and trendy profession like a blogger has its minor issues. For example, a fashion blogger has to plan in details his outfit for the better promotion of the account and more interesting visual structure of the Instagram page in order to attract more followers. Since the picture or the photo has to represent different composition or different variations of the style, the rental clothing service will be useful for bloggers. The services such as FashionPass send the goods to the bloggers for a fixed monthly fee. It offers three levels of using this service: Socialite - allows renting two items of clothes and one accessory at the same time (the cost will be 79 US dollars in a month); Trendsetter - offers to rent three items of clothes and two accessorises at the same time (109 US dollars in a month); and the last one is Wanderlust (139 US dollars in a month) - provides four pieces of clothes and three accessorises for the rent. Furthermore, the users are able to change the items on an unlimited number.

To take into the account the sustainability, rental clothes is the right way for clients to start to cut off the pollution. According to Cait Lamberton, people do not wear 40% of their wardrobe. When they decide to get rid off of some clothes and make space for the new clothes, some of them give old clothes to the orphans houses, charity or use particular bins for clothes recycling (depends on the region where people live). Nevertheless, people still throughout the old clothes to the rubbish bin, thereby contaminating the environment.

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In a psychological way, customers prefer to own the clothes due to the principle of hygiene, exclusivity and even controlling things. However, the reasons such as the change of the lifestyle and the awareness of the environmental issues changed that. People started to realise the impact they did on the environment by producing waste. Younger millennials and generation Z are more aware of the burning issues, and they do not have the sceptical mindset to compare with boomers and older millennials. The X and Z generation today start to focus more on rental or second-hand clothes because of taking social responsibilities due to global environmental problems.

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The concept of digital clothes may be unusual and seem unnatural; however, digital clothes took place since video games. Gamers spent much money on virtual clothes for their characters in games. According to Superdata, the games such as Fortnite made 2.4 billion US dollars by selling the visual clothes, League of Legends earned 1.4 billion US dollars in 2018. It makes Fortnite be on the same level as the top-grossing films. These games are available on a free play.

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Due to the fact that people start to focus on environmental issues more nowadays, digital clothes will have the potential demand in the fashion market. According to Kerry Murphy, the founder of The Fabricant, people will start to spend the same amount of money on digital clothes in the future as they spend now on physical clothes. For example, in November 2018, Carlings (multi-brand retailer) launched the first digital clothes collection. The collection represented the 19 unisex and also size-less pieces. The cost of every piece was from 10 to 30 euros (limited production of up to 12 people). The clients provided their photos in a full-length where the 3D designers impose the digital clothes on a body of the consumers. The whole collection was staled in a week because of the promotion on a channel such as Instagram by using some influencers.

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Today luxury fashion brands have striven to keep up with the times by using upcoming trend - digital clothes. For example, Louis Vuitton has developed the collection, which is called “Skins”, for the characters of League of Legends game. Moreover, the Italian luxury brand Gucci gives the opportunity to the client of trying on new digital sneakers by using augmented reality. Nevertheless, designers of the leading fashion brand do not want to relearn to create clothes in the 3D process; the digital clothes will be one of the main trends which the luxury brand will use to engage with their clients and show to their consumers how they will be innovative and sustainable in the social platforms such as Instagram (McDowell, 2020).

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Over then 150 years ago Hans Christian Andersen (Danish author of 19th century) wrote about an idea of the wearing clothes which people would not be able to see in the physical world in the book “The Emperor’s New Clothes”.  The two weavers pretended at the imperial court that they were creating the new costume for Emperor. The uniqueness of the costume was that the costume allegedly  would be only seen by people who were social desirable for Emperor. And today the augmented reality gives the opportunity to project the clothes through digital lens in physical reality

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Online shopping was always one of the popular methods of buying the clothes due to the rise of e-commerce stores. Moreover, the pandemic situation in the world highly increased this shopping experience. However, according to Statista, it will lead to 550 billion US dollars problem due to the returns (Cadoux, 2020). To avoid this problems, many brands will focus on the augmented reality so the consumer will be able to understand the size and fit of the clothes better.

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Today augmented reality is used in many areas of human’s life such as retailing, medicine, fashion and others. According to Leo Sun, 60% to 70% of customers believe that augmented reality provides an explicit advantage in their daily and work life. To take for the consideration daily life including shopping experience and health care, the 69% of consumers think that it will help them to acquiring new knowledge easier due to the visual memory. Moreover, the 69% of people assume that AR is useful for job training; and also the 63% of individuals believe that AR is functional in using fo the product demonstration (Sun, 2018).

Nowadays augmented reality in the fashion industry is an important tool since it is becoming the future trend of the digital fashion. According to Darragh Dandurand, the success of any brands depends on how the brand can manage to be on the top of consumer’s demand and to hold the steady position on the market. Therefore, brands need to follow ever-rising trends. Innovation is one of the the high growing trend in the fashion industry.  That is why the success of any retail and commercial clothing companies relies on the sector of augmented reality (Hackl, 2020).

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According to Mike Cadoux, there are three techniques will appear in augmented reality: 3D product inspection, smart mirrors, clothing as a content platform.

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Today the majority of fashion brands provides their product still through 2D angle in their catalogue. Nevertheless, they have an opportunity to show the product in 3D. Since 3D model gives more detailed view of the new product, consumer is able to have clear view of it which brings into better shopping experience.

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If to imagine the mirror as a smart device, it would be the useful tool in the shopping experience. By imposing augmented reality into the mirror, the consumer would be able to have a look of the product by trying it on himself. This process would have left the same customer’s impression as a normal shopping experience.

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The clothes also are going to be the social platform between the customers and brands in the future. The companies such as Apple, Google, Facebook and others focus on the developing the process of identifying the piece of clothes by using smartphone’s lens (Cadoux, 2020). One of the example of it today is a Google Lens, where the consumer will explore augmented reality and get information by point on the object.

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Hip Scandinavian fashion retailer Carlings knew it had to make a big impression when it launched its first online store in 2018 - years after most other apparel brands.

Carlings has more than 200 physical stores in Norway, Finland and Sweden and is known for its wide range of jeans and casual clothes. When it finally started selling online last year, it wanted to do something that would draw people to its website and make it stand out.

Virtual "clothes," pieces that were available only as digital items, turned out to be the answer.

It turned to Virtue, the creative agency owned by Vice, for a big idea. "We started thinking about what would a web shop look like 10 years ahead," Morten Grubak, executive creative director of Virtue Nordic, told CNBC's James Wright.

"Of course (we were) inspired by the gaming industry, games like 'Fortnite' and the whole virtual 'skinning' of your avatar. And that's what you'll also have on web shops 10 years ahead, digital clothing, that's what we pitched to them basically." The response? "It's too risky," Grubak explained.

When the agency pitched the idea, it didn't go well. Carlings CEO Ronny Mikalsen called it "the strangest meeting of my life." "I didn't understand what they were talking about, making a digital collection ... I was like, this can't be serious, this is nothing that the consumers would be interested in," he told CNBC.

But after Virtue held a second meeting with Carlings, something hit a nerve. "I spoke to my daughter, she's 12 years-old and I told her about this, and she made me realize that it's not that strange actually, it's not that far fetched or science fiction. People are buying skins, people are using filters on social media and so on," Mikalsen said.

Carlings' digital clothes start at 10 euros ($9.06) for a headband and go up to 30 euros for a long oversized shiny nylon puffer jacket printed with computer code lettering. Customers upload a photo and a designer will "dress" them virtually. Once they get their outfit, they can "brag to your friends," on social media, per Carlings suggestion. The clothes are never made in the real world and have been produced purely for the digital realm.

These virtual outfits look certain to up wearers' credibility on Instagram, Mikalsen added. "We created a new way of thinking for the fashion industry, for the consumers, we know we have a lot of influencers out there creating this fake reality that is not available for the everyday boy or girl," he said. The Carlings collection is genderless and available in any size, and also taps into the trend for reducing environmental impact.

Yuval Ben-Itzhak, CEO of social media marketing platform Socialbakers, told CNBC that digital clothing is in its infancy for creators on the likes of Instagram and Snapchat. For marketers, digital clothes and goods may be an efficient way to create posts. "In marketing, one of the biggest and most complicated issues is how can I create content at scale. How can I keep innovating and how can I keep the digital dialogue with my audience and know my audience," he told CNBC by phone.

Digital apparel is no emperor's new clothes fad - in the gaming industry, "skins" and "cosmetics" are a staple item and it is estimated that in-game transactions, including buying clothes, are estimated to have made "Fortnite" parent company Epic Games $1 billion, according to figures from Nielsen company SuperData.

For Ben-Itzhak, virtual apparel will need to find a real purpose within social media to be successful. "It will require some gamification ... you are seeing many games selling those virtual items and it's a huge business ... Think about dolls or think about cars and all those collections, probably when we were kids, we were collecting, we can collect that as digital items, it doesn't need to be a physical item," he said.

Fashion labels are also working with new technology to allow people to "try on" items digitally before they buy them, with Nike launching an augmented reality tool for people to scan their feet at home in May. For Amy Miller, a senior account manager in fashion at agency Social Chain, digital outfits are the logical next step for influencers.

"Influencers are constantly on the look out for the next 'thing', be that IGTV (Instagram TV), Tik Tok or something innovative like digital clothing ... (Virtual clothes are) quicker for them, they don't have to wait for their items to arrive and then shoot them in their desired location, it's less hassle," she told CNBC by email.

Some companies are pushing beyond virtual clothing and are creating digital characters sporting fashionable brands. On Tuesday, hip toy brand Superplastic launched Instagram pages for its two "synthetic celebrities," animated characters Janky and Guggimon, who are set to earn money like real-life influencers, Superplastic claimed.

Janky, a fashion fan, was soon posting about Guggimon's sneakers, threatening to "burn his @balenciaga kicks" if Guggimon didn't get out of his way, while Guggimon was pictured sitting on a "Louis Vuitton" case. "Living for this custom @lousivuitton titane trunk," he posted. While Superplastic is not in discussions with either label about a collaboration, founder Paul Budnitz told CNBC that sponsorships are part of its business plan.

Ben-Itzhak told CNBC CGI characters and animation is an important step in social media content. "It all started with simple text. It's moved to static images then to videos. Now, we're looking at short videos like (Instagram) Stories and (now) these characters ... On social media, innovation is at its highest velocity if you compare it to (innovation by) traditional publishers," he said.

Having boasting rights seems to be the main motivation behind buying virtual goods. Seventy-nine percent of paying gamers in the U.S. spent money on in-game items in 2018, according to Newzoo. These include virtual clothes, where within games such as "Fortnite," certain outfits are seen as status symbols. Kids even use the term "default" as a real-life putdown, referring to the generic clothes the video game assigns characters.

Epic Games, maker of "Fortnite," makes money by offering "skins" to players, with a "Top Gun" skin costing $5, for example. But buying these items doesn't get people to a new level or give them more lives in the game; gamers are looking for attention and ways to bond with friends also competing. The real and virtual worlds are benefiting each other: Mobile game "The Sims" partnered with fashion retailer Asos last year to run a virtual fashion show within the game itself, and people could then buy real versions of the clothes on Asos.

It might be a while until digital items take off on social media, but they are making headlines. A digital dress was sold for $9,500 at a blockchain event called the Ethereal Summit in New York in May. Named "iridescence," it was created by digital agency The Fabricant, designer Johanna Jaskowska and blockchain company Dapper Labs, and Jaskowska was seen "modelling" the item on Instagram before it was sold.

"The combination of digital fashion which people can wear is the natural extension of the face filters that are offered on Snapchat and Instagram. It's a way for people to express themselves in entirely new ways," Benny Giang, a founder of Dapper Labs, told CNBC by email.

But, if you're looking for a coveted Carlings digital puffa jacket or oversized silver metallic track pants, you're out of luck. The collection has "sold out," although a second drop is coming soon.

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Digital 'clothes' could be the next big Instagram hit

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Hip Scandinavian fashion retailer Carlings knew it had to make a big impression when it launched its first online store in 2018 - years after most other apparel brands. Carlings has more than 200 physical stores in Norway, Finland and Sweden and is known for its wide range of jeans and casual clothes.

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True Damage 2019: Breakout | Official Skins Trailer - League of Legends

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Baker, B. (January 17, 2020), What’s the future of rental clothing? Taken from: https://penntoday.upenn.edu/news/whats-future-rental-clothing; Taken from: https://phys.org/news/2020-01-future-rental.html

Braithwaite, N. (July 31, 2018), Clothing rental could be the key to a stylishly sustainable fashion industry. Taken from: https://theconversation.com/clothing-rental-could-be-the-key-to-a-stylishly-sustainable-fashion-industry-100106

Cadoux, M. (April 10, 2020), Fashion Is the Perfect Fit for Augmented Reality. Taken from: https://arpost.co/2020/04/10/fashion-perfect-fit-augmented-reality/

Dell Valle, G. (March 27, 2019), Instagram influencers constantly need new clothing. This startup wants to rent it to them. Taken from: https://www.vox.com/the-goods/2019/3/25/18280851/fashionpass-clothing-rental-subscription-fast-fasion

D’Innocenzio, A. (February 10, 2020), Retailers try clothing rental, but will it be a good fit? Taken from: https://abcnews.go.com/Business/wireStory/retailers-clothing-rental-good-fit-68882968

Everest Ventures Group. (July 17, 2019), Why do people spend billions on virtual clothes? Taken from: https://medium.com/evg-virtual/why-do-people-spend-billions-on-virtual-clothes-504ec1601521

Hackl, C. (June 8, 2020), Why Virtual Dresses And Augmented Fashion Are A New Profitable Frontier For Brands. Taken from: https://www.forbes.com/sites/cathyhackl/2020/06/08/why-virtual-dresses--augmented-fashion-are-a-new-profitable-frontier-for-brands/#716275ff62c8

Jacobs, B. (April 10, 2019), What will fashion be like 20 years from now? Taken from: https://www.bbc.com/culture/article/20190410-what-will-fashion-be-like-20-years-from-now

Kenton, W. (June 19, 2018), Augmented Reality. Taken from: https://www.investopedia.com/terms/a/augmented-reality.asp

Lieber, C. (February 5, 2020), The Fashion Rental Market Tested and Explained: Who Has the Best Service? Taken from: https://www.businessoffashion.com/articles/fashion-tech/fashion-rental-market-rent-the-runway-nuuly-le-tote-vince-unfold

Madison, D. (2018), The future of augmented reality in healthcare. Taken from: https://healthmanagement.org/c/healthmanagement/issuearticle/the-future-of-augmented-reality-in-healthcare

McDowell, M. (January 7, 2020), The future of fashion tech in 2020. Taken from: https://www.voguebusiness.com/technology/future-fashion-tech-predictions-2020

Metev, D. (May 19, 2020), How Much Time Do People Spend on Social Media? Taken from: https://review42.com/how-much-time-do-people-spend-on-social-media/

Mileva, G. (February 11, 2019), How Augmented Reality Is Redefining the Fashion Industry. Taken from: https://arpost.co/2019/02/11/how-augmented-reality-is-redefining-the-fashion-industry/

Scandit. (July 11, 2018), How Is Amazon Using Augmented Reality in 2018? Taken from: https://www.scandit.com/blog/how-is-amazon-using-augmented-reality-in-2018/

Semic, S. (July 2, 2019), Virtual Fashion: The Digitally Generated Clothes Appearing On Your IG Influencer Feeds. Taken from: https://www.elle.com/uk/fashion/a28166986/digital-fashion-dressing-virtually/

Sun, L. (August 22, 2018), 10 Augmented Reality Stats That Will Blow You Away. Taken from: https://www.fool.com/investing/2016/11/27/10-augmented-reality-stats-that-will-blow-you-away.aspx

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CURATE YOUR DIGIDENTITY . The LEELA BETA version is live now. At The Fabricant, we believe that clothes do not need to be physical to exist. We invite you to explore your digital identity and upload your self to the next level of existence. Be part of our test panel. Try LEELA BETA version now. . Type digital.fashion in your browser to start exploring.

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It's happening. Today at #EtherealNY. A world first for digital fashion. . At 5pm NYC time, 11pm AMS, the digital couture piece we created will be auctioned on the Ethereum blockchain in an exciting collab with @Dapper_Labs, creators of CryptoKitties, and @johwska of Beauty 3000. . If you downloaded a FFROP we know you value what we do. Today we all get to see what digital fashion can become. . LINK IN BIO

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Welcome back to Instagram. Sign in to check out what your friends, family & interests have been capturing & sharing around the world.

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Inside Bebe Rexha’s Home For a Perfect Night In | British Vogue

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Rent the Runway: An inside look at the tech startup's success

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Urban Outfitters is launching a new clothing rental service this summer.

According to The Wall Street Journal, the trendy retail chain is setting up a new business, known as Nuuly, that will run its rental offering. And it seems this idea has been in the making for a while, as a trademark was filed for the business in July 2018.

Customers will be able to rent out items of clothing from across the brands that Urban Outfitters owns, including Anthropologie and Free People, as well as from over 100 third-party brands, a spokesperson told Business Insider.

These shoppers can borrow up to six items at a time for an $88 monthly fee. Once the month is through, they can trade those items in for six more things.

The returns process functions in a similar way to other rental services, such as Rent the Runway. The cost of postage is included in the membership fee and clothing is washed and dry-cleaned before being sent out again, according to the Journal.

Nuuly will be run by David Hayne, who is currently listed as chief digital officer at Urban Outfitters on Linkedin. Hayne is the son of the company's cofounder and CEO.

Rental is in vogue

Last year, Business of Fashion called out the rental market as being one of the next big trends in fashion.

"In more and more categories, consumers are choosing to rent rather than own goods outright. Think of Spotify supplanting CD sales and downloads, Netflix replacing video stores and ZipCar standing in for car ownership among many young urbanites," a group of writers wrote in the publication's State of Fashion report for 2019. "This is a fundamental evolution in consumer behavior and we expect it will have an impact in the fashion business in the years ahead."

Companies such as Rent the Runway, which was recently valued at $1 billion, are paving the way in the rental market, and mainstream brands are increasingly joining in.
Read more: Rent the Runway is now reportedly a $1 billion company in its quest to become 'the Amazon Prime of rental'
As Business of Fashion noted, Express recently launched its "Express Style Trial" service, which allows consumers to rent up to three items at any given time for a monthly fee. And earlier this year, American Eagle launched an almost-identical clothing-rental subscription model known as "American Eagle Style Drop."

For $49.95 a month, members can rent up to three items at a time and make an unlimited number of exchanges. The shipping costs are covered each way, and dry cleaning is free. If customers decide they like a piece, they are able to purchase it at a 25% or more discount.

Experts say that the rental market has the opportunity to thrive because it remedies a major conflict in the younger generation's shopping habits. These customers not only crave newness, but they are also more conscious about sustainable living and preserving the environment. Renting clothes allows them to stay fashionable without buying cheap clothes from fast-fashion retailers.

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Urban Outfitters is launching a new clothing rental service, and it's just the latest sign that fast fashion as we know it is dying

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Urban Outfitters is launching a new clothing rental service this summer. According to The Wall Street Journal, the trendy retail chain is setting up a new business, known as Nuuly, that will run its rental offering. And it seems this idea has been in the making for a while, as a trademark was filed for the business in July 2018.

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Interactive Augmented Reality experience for Adidas feat. Marcelo Vieira by INDE

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Wanna Kicks - Explore new sneakers in AR!