AI & Automation – Brands are using AI for design, forecasting, and even digital avatars to reduce waste and speed up production.

Digital avatars could help showcase more body types, skin tones, and identities in ways that aren’t always possible with traditional campaigns. At the same time, there are real concerns around human rights—especially how model photos are used, stored, or replicated without consent in the digital space. On a bigger scale, the push toward digital fashion is driven by trends like sustainability goals, AI and 3D design tools, and consumer demand for more inclusive and eco-friendly practices. I’m curious—do you think the benefits outweigh the risks?

The first and most important is a regulatory trend.  EU rules are turning sustainability data into a market-access requirement, thus the Ecodesign for Sustainable Products Regulation (ESPR) is now law and rolling out a 2025–2030 plan. Also Digital Product Passports (DPPs) are coming and CSRD expands audited sustainability reporting. EU-wide EPR for textiles is progressing; and microplastics restrictions are in force (with France’s microfiber-filter rule for new washers from 2025). 

 Consumers are demanding transparency and ethical practices, while brands are using digital tools like AI and 3D design to reduce waste, track supply chains, and respond faster to trends. Sustainability regulations and climate concerns are also pushing the industry to adopt circular models and innovate more responsibly. 

The new generations are developping completly new demands. As stated in McKinsey report Dember 2020 'The Future of Fashion', young consumers are gradually increasing their interest in end-to-end sustainable brands, products made of sustainable materials, circular business models (ex resale, rent etc)