Phygital Fashion: How Technology Is Reshaping the Future of Small Brands
In a constantly evolving industry like fashion_ Domus Academy and Fashion United have chosen to honor the most innovative research from the 2-Year Master of Arts in Fashion: Design_ Art & Technology programme_ awarding the thesis that best represents the balance between creativity_ technology_ and sustainability. The selected project emerges for its practical yet visionary approach_ demonstrating how small brands can navigate digital transformation without sacrificing the values of authenticity and environmental responsibility.
Technology is revolutionizing every aspect of the fashion industry_ from design and manufacturing to retail and consumer relations. Innovations such as wearable technology_ smart textiles_ 3D simulation_ augmented reality (AR)_ virtual reality (VR)_ and even social media and online shopping have reshaped how fashion is produced and consumed. The intersection of fashion and technology expands the landscape of creativity and efficiency and promotes inclusivity and sustainability.
However_ these changes have also given rise to new economic paradigms and shifts in consumer behavior. The growth of e-commerce has redefined how brands and consumers interact. While large fashion companies are often able to adapt quickly to new technologies_ this transformation presents significant opportunities for small businesses and emerging brands. By leveraging e-commerce_ these brands can establish a digital presence_ reach global audiences_ build communities_ and influence marketing to increase visibility and sales.
At the same time_ technological advancement is inevitably linked to the growth of fast fashion. Al-though certain innovations reduce waste in production and sampling_ they also accelerate the speed and scale of consumption_ leading to shorter trend cycles and reduced garment lifespans.
Recognizing the dual nature of technological advancement—both a driver of fast fashion and a source of innovation—this research sets out to find a balanced path.
This thesis aims to investigate how technological innovation can shape and support small fashion business models while addressing sustainability challenges. The study examines the role of accessible tools in transforming the operations and opportunities of emerging fashion entrepreneurs. To demonstrate these concepts in practice_ a business model project was developed as a case study. This project seeks to balance sustainability concerns with the rapid pace of technological advancement_ which often drives fast fashion. It incorporates strategies such as circular business models_ disassembly design_ and the use of tools including artificial intelligence_ 3D modeling_ 3D printing_ and augmented reality.
The conceptual brand_ Aave Atelier_ was designed as the project's case study to demonstrate these ideas and practices. Aave Atelier is an imaginary brand exploring the endless possibilities of technology in fashion. It showcases how tools like 3D modeling_ artificial intelligence_ and augmented reality can empower fashion entrepreneurs to push creative boundaries_ visualize ideas in new dimensions_ and reimagine traditional workflows. Beyond production and design_ Aave Atelier envisions a future where technology reshapes the entire business model from marketing and customer engagement to collaborative creation and immersive experiences_ offering a glimpse into what fashion entrepreneurship could look like in the digital era.
As we all know_ the fashion industry is the second most polluting industry. It remains strapped in unsustainable_ unethical_ and harmful practices_ largely due to systemic issues.
Technologies are adopted in fashion_ there are clearly benefits_ and we are told about their potential sustainability effects. At the same time_ however_ the question arises “Is it making fashion even faster?” “How much waste is thrown into landfills?
Why do I find individuals become so consumed by fleeting trends?
My goal is to find a way that we can embrace a digital landscape as a tool for craftsmanship_ while also finding a balance that prevents us from being swept up in its fast pace and allows us to remain true to ourselves.
I began this brand with a simple idea: to create accessories that live in both worlds: the physical and the digital. I call it a phygital collaboration_ where each piece can exist as a tangible object or as a digital item that adds new meaning to something old_ or connects with creations from other brands.
But more than just making objects_ I wanted to build a sense of awareness_ to craft pieces that encourage people to think differently about fashion_ ownership_ and value to create products that carry meaning_ purpose_ and awareness. I designed the brand to operate like an ecosystem_ where every piece has its own identity and role. Some items are complete on their own; others are components that come to life when paired together. This relationship between pieces encourages interaction and creativity_ allowing my users to experiment and build their own personal combinations.
Assembly and modular design are key to this process. By mixing elements from different collections_ I allow each person to craft something unique_ reflecting their individual style and imagination.
Our accessories are made using 3D printing_ a technology once reserved for prototypes but now ready for the spotlight. For me_ it_s a tool that embodies sustainability and independence. It allows small-scale production_ reduces waste_ and minimizes shipping and packaging. It even gives people the power to print their own pieces at home_ turning fashion into something local_ personal_ and circular. With recycled filaments and conscious materials_ we_re exploring new ways to make fashion more responsible and future-forward.
I also use technology to open doors to new forms of experience. Through augmented reality_ people can virtually try on our pieces on social platforms like TikTok_ experimenting_ sharing_ and connecting. I see it as more than just a marketing tool; it_s a space for community_ where creativity spreads organically_ and fashion becomes a shared language between my brand_ the wearer_ and the digital world around them.
Q&A
Concept of this collection?
My collection_ which I call “Ornamenta_” explores the essence of modern heritage by reinterpreting Thai motifs through a contemporary lens. Each piece I create bridges the past and present_ honoring traditional storytelling while embracing modern simplicity and functionality. By blending classic Thai ornamentation with clean_ structured forms_ I believe the collection celebrates harmony_ balance_ and the evolution of heritage in today_s world.
How 3D print can help circularity?
I believe 3D printing supports circularity by using recycled plastics_ bio-based filaments_ or reclaimed metal powders. For example_ I see how PET bottles and PLA from corn starch can be remade into new filament_ closing the production loop. My brand applies this idea through a low-stock_ on-demand model and offers printable files. When a piece breaks or becomes unwanted_ customers can return it for the recycling process_ turning waste into new creations.
Are 3D print can make to a final product not prototype as usual_ What about the quality?
While often used for prototypes_ 3D printing can produce final products with the right material and technique. Brands like Sfero Design and Bhumi have proven that 3D-printed pieces can achieve both durability and beauty.
Future Vision?
Beyond accessories_ as my brand grows_ I aim to expand into a clothing line. I envision myself not only creating collaborative pieces with other designers but also fostering collaboration within our own team. I have planned this project in two phases:
Phase One: Focuses on accessories.
Phase Two: Explores designs that remain wearable as accessories but also become integral structural elements of garments.
Which software/technology I use?
Modelling: 3d scan_ CLO3D_ Nomad sculpt_ blender
AI: Bylo.ai_ Hyper3d
AR: effect house
3d print: PrusaSlicer
Ethical for Ai use?
After this project_ I found AI as a tool not for creating a final output but as a medium for communication. It helping visualize ideas and bridge gaps between designers and specialists. reduce a waste of financial_ time and unnecessary effort. However_ we should always remember that creativity must remain human-led. Technology should support our imagination_ not define it. In this way I believe that we can stay true to our creativity and develop our authentic while using ai as a supporter tool.
About Domus Academy
Domus Academy is a place where the designers of the future can experience an open and interdisciplinary environment_ working with visionary and avant-garde companies. Following the method based on learning by designing_ students develop a mindset that allows them to find creative solutions in future scenarios.
Domus Academy's academic offering includes Bachelor of Arts Programmes_ 2-year Master of Arts Programmes_ and Academic Master_s Programmes_ all recognised by the Italian Ministry of Universities and Research (MUR). The offering is further enriched by Dual Awards Master_s Programmes_ allowing students to obtain an additional qualification recognised by the British academic system upon completion of their studies. The courses cover the fields of Fashion_ Design and Business_ equipping students to pursue successful careers in the creative industries through an innovative and career-oriented approach.
Over the years_ Domus Academy has received numerous awards and recognitions including the Compasso d'Oro Award for the quality of research and academic approach and the Special Badge of Excellence in Learning Experience from The Business of Fashion. In 2025_ Domus Academy was ranked by CEOWORLD Magazine among the 30 best fashion schools worldwide. It is also included in the QS World University Rankings by Subject_ Art & Design field_ UI GreenMetric World University Rankings and THE Impact Rankings.