As the digital and physical worlds of fashion continue to fuse, the industry is innovating to offer engaging, immersive experiences. With people's interest in sustainability and technology rising, retail spaces and campaigns are turning virtual – meaning the emperor’s new clothes just got real.

Norwegian fashion brand Carlings has launched a digital-only collection, with plays on the rising popularity of CGI in fashion. The collection looks to highlight how fast fashion can be harmful to the environment while still giving people something to show off on social media at the same time.

Endless Instagram feeds mean people also want endless clothing options for when they upload their own posts. Fashion Nova has mastered the art of influencer marketing to become to go-to shopping destination for those wanting to look bad and boujee.

Balmain has launched an AR app that allows users to connect with the brand’s luxury universe. The app is aimed at a younger audience of consumer who want greater access to luxury fashion, and who prefer novel approaches to marketing, rather than those considered more traditional.