Running out of wardrobe space? Maybe you should follow the growing trend for clothes you can’t actually wear

Kokho Sit; Giovanni Pino; Marco Pichierri

Running out of wardrobe space? Maybe you should follow the growing trend for clothes you can’t actually wear

Kokho Sit^*, Giovanni Pino, Marco Pichierri

^*Corresponding author for this work

School of Strategy, Marketing and Innovation

Research output: Contribution to specialist publication › Article

Abstract

Virtual reality has been fashionable for a while now. So perhaps it was only a matter of time before fashion became virtual.

Instead of spending your money on actual clothes to wear on your actual body, you can now buy garments (and accessories) that you will never touch. Also known as digital fashion, this is a world where clothes are “worn” only in virtual spaces, such as online games or in the metaverse.

Original language	English
Specialist publication	The Conversation
Publication status	Published - 22 Sept 2025

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Virtual clothes
Digital fashion
Metaverse
Fashion marketing
Sustainability
Online consumer

Access to Document

https://theconversation.com/running-out-of-wardrobe-space-maybe-you-should-follow-the-growing-trend-for-clothes-you-cant-actually-wear-255338Licence: CC BY-ND

1 Article

Will consumers pay for e-fashion? A multi-study investigation
Pino, G., Pichierri, M. & Sit, K., 13 Jun 2025, In: International Journal of Retail and Distribution Management. 53, 7, p. 685-698 14 p.
Research output: Contribution to journal › Article › peer-review

Open Access
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Cite this

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Running out of wardrobe space? Maybe you should follow the growing trend for clothes you can’t actually wear

Abstract

UN SDGs

Keywords

Access to Document

Fingerprint

Research output

Will consumers pay for e-fashion? A multi-study investigation

Cite this