Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

People are craving comfort. Amid what can feel like a state of constant crisis – a layering of traumatic societal events – it can sometimes seem like we’ve lost a sense of scale and cohesion. In the face of this, the desire to retreat into nostalgia is more seductive than ever.

As fashion and consumer preferences evolve, brands are looking for innovative ways to target luxury customers. Auroboros, a digital-first fashion house, bridges the gaps between science, technology, and nature to offer inclusive and sustainable designs for digital audiences.

Virgio, a start-up in India, is looking to be the next one-stop shop for younger shoppers trying to stay on top of fashion trends. Working directly with designers and manufacturers to mainstream branded apparel, they may also be inadvertently pushing fast-fashion tendencies in the country’s industry.

An AI-rendered fashion show showcasing elderly African models is gaining attention for challenging the cultural hegemony around beauty and ageing in fashion. The project is also highlighting the disruptive potential of AI through democratising access to creative industries.

Technology provides new potential for fashion brands to adopt more sustainable practices, reach new audiences, and develop cutting-edge materials. But is it that easy? Canvas8 spoke to artist Scarlett Yang about how brands can look to adapt their approach for virtual realms.