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.

As more Britons bypass the high street for their shopping needs, brick-and-mortar retailers are having to raise their game to survive in an increasingly digital landscape. By introducing a host of technologies to physical stores, Farfetch is making the offline experience feel more like e-commerce.

Buying clothes that don’t exist seems like a scene from The Emperor’s New Clothes, but people are getting into digital design. As sustainable concerns peak, shoppers want novel ways to embrace their style and identity. Digital fashion house The Fabricant helps us dress up online, without the excess.

Virtual fashion may still be a niche interest, but a pop-up in London is giving everyday people some insight into its possibilities. As curiosity around digital fashion grows, brands have an opportunity to clear up any confusion and highlight its sustainable potential.