Augmented reality, biomaterials, virtual fashion weeks, textiles made from mangoes and digital fashion - in today's world, the fashion industry is progressing hand in hand with technology. Social networks have encouraged fashion to become an even more powerful industry, online stores have made fashion even more accessible, material and textile innovations have created opportunities for fashion to become more sustainable, artificial intelligence solutions have enabled businesses to plan more carefully, efficiently and accurately - all invisible parts of the progress taking place behind the scenes of the fashion business have a direct impact both for the fashion market itself and for the future needs and behavior of consumers. The influence of innovation and technology is so great that even representatives of technology companies have become invited guests sitting in the front rows at the last fashion weeks.
 

During the lecture, we will take a look at how user identities are changing, business models that increasingly focus on virtual space activations - metauniverse fashion weeks, virtual showrooms, avatars, virtual influencers and many other solutions focused on virtual commerce. We will also learn to create our own virtual showroom during the lecture.

We will analyze why the phygital concept is gaining more and more value and benefits in the fashion industry, how NFC, RFID, NFT, artificial intelligence and digital fashion solutions help brands flourish and consumers become even more embodied in the world of fashion. We will analyze what influence (positive and negative) the digital world has on the physical environment and what phygital trends prevail in the market.