New Fashion Phygital Systems – 100M

This project explores the transition to “phygital” experiences in the fashion industry and the need for sustainable production. Through qualitative analysis, it examines how integrating physical and digital worlds enhances consumer-brand interaction and promotes sustainability. The study results in an innovative campaign using 100 meters of surplus fabric for users to co-create unique pieces with the brand. This approach not only attracts consumers and fosters a sense of belonging but also establishes a sustainable, replicable model for other entities.