2020年后的数字时尚与其特征——被激活的时尚版图

The Digital Fashion and Its Features after 2020——The Activated Fashion Map

疫情催生了时尚品牌(尤其是奢侈品)在数字化转型道路上的变革,近两年的“数字化生活”正重新定义消费者和服装服饰之间的关系。可以看到,数字科技在居家生活中推动各种产业的数字化进程,同时传统时尚设计师也因此领会了不同于往常的产业模式与消费行为,他们更关注科技创新,思考数字时尚与可持续时尚的发展。伴随着数字时尚的到来,让用户体验延伸到对于身体、服饰、时尚的理解及常规购买服饰的惯性思维之外。本文从疫情爆发后的数字时尚案例着手,从设计、制造与营销3个方向以近期出现的案例,描述数字时尚产业的发展框架,考察数字时尚的当前特征,从材料与表现、行为与空间、消费文化与购买意识、服饰可持续发展等多个方向进行探索。

The COVID-19 pandemic spawned changes in the digital transformation of fashion brands(especially luxury ones).The"digital life"is redefining the relationship between consumers and fashions in recently two years.We can see that digital technology accelerates the digitization of various industries in daily lif.Meanwhile,Traditional fashion designers have also experienced new practices and consumer behaviors whem pay more attention on technological innovation,on thinking about digital fashion and sustainable develooment of fashion.With the advent of digital fashion,the user experience extends beyond the understanding of the body,clothing,fashion,and the inertial thinking of routine purchases of clothing.This paper starts from observing fashion cases after the outbreak of the pandemic,and describes the development framework of the digital fashion industry with three directions of design,manufacturing and marketing;then advocates the current characteristics of digital fashion,explore from materials and events,customer behavior and spatial experiences,culture and purchasing consciousness,and finally the sustainable development of fashion.