Future Narrative

Digital fashion is also helping with production, as with the case of digital fashion sampling through Alvanon, a digital modeling and production company. “It gets people on the same page faster, which means that product development lead times are shortened. This can have a positive impact on sustainability, as it means that those key buying decisions can be made closer to market, leading to less waste and fewer markdowns,” said Petah Marian, founder of consultancy Future Narrative. Through more realistic and universal digital samples, brands will rely on physical samples less, making for a more sustainable production loop.

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