What is phygital fashion and how to integrate the physical and digital in apparel7 min read


  • Phygital fashion is a term that combines the words “physical” and “digital”;
  • It refers to the integration of the physical and digital worlds in the fashion realm;
  • Take charge of every stage of your garment production. Experience the Audaces360 multi-solution for free now!
Experience Audaces360 multi-solution for free!

Phygital fashion offers a hybrid and integrated experience, combining the best of the physical and digital worlds in the fashion sector. Encompassing many technologies, it not only enhances physical fashion but also elevates online shopping to new heights.

Integrating the physical and digital realms holds significant importance, bringing many benefits to both customers and brands. By promoting inclusion, it enables fashion enthusiasts from diverse locations to access products and events from anywhere in the world.

Moreover, adopting advanced payment methods, such as digital wallets, ensures convenient and streamlined purchase processes.

Learn more about this innovative fashion model below and embark on a journey of fashion evolution with us.

Happy reading!

What is phygital fashion?

Phygital fashion is an innovative term that fuses “physical” and “digital” to describe a union that transforms the fashion landscape.

Physical stores have undergone a remarkable transformation, embracing interactive screens, augmented reality (AR), and virtual reality (VR) to create immersive consumption experiences.

Online shopping has evolved as well, now featuring 3D images, videos, and virtual models showcasing clothes from all angles.

With phygital fashion, fashion shows can be streamed online, allowing global audiences to stay updated with the latest trends.

The integration of digital elements like real-time interactions on social media, online polls to choose favorite designs, and even captivating VR experiences, makes participants feel part of the event.

Phygital fashion offers consumers the best of both worlds, combining the tactile and sensory experience of physical shopping with the boundless possibilities of the digital realm.

Learn more: Find out how futuristic fashion is revolutionizing the industry with technology

How important is integrating the physical and digital worlds in the fashion industry?

Phygital fashion: Woman in a physical clothing store using a virtual fitting room to decide which size to buy.

The integration between the physical and digital worlds in the fashion industry brings forth several benefits, encompassing inclusion, collaboration, personalization, convenience, and sustainability.

These advantages culminate in a truly enriching shopping experience that aligns seamlessly with consumers’ expectations. Find out the primary reasons to embrace this trend:

More inclusion

Phygital fashion is a game-changer, promoting greater inclusion by bridging geographical gaps and fostering accessibility to fashion information.

Through live streaming of fashion shows, it offers an opportunity for people from various locations to actively engage with the latest trends, even if they cannot attend in person.

Furthermore, the trend of customization caters to diverse body types, promoting a culture of inclusivity and celebrating diversity.

Learn more: How can fashion brands boost their business with technology?

Collaboration between designers and consumers

The integration of physical and digital empowers fashion designers to form strong connections with consumers, facilitating real-time feedback and collaborative efforts to craft products that perfectly align with their preferences.

Digital channels play a pivotal role, enabling closer and more direct communication between brands and customers, and encouraging active participation in the creation of new products and exciting campaigns.

Learn more: All you need to know about sustainable fashion jobs and Industry 5.0

Highly personalized services

Phygital fashion ushers in a new era of personalization for consumers, providing unique and customized experiences.

Leveraging technologies like augmented reality and virtual fitting rooms, customers can now virtually try on clothes, empowering confident decision-making and minimizing returns.

Moreover, user data plays a central role in generating personalized recommendations, ensuring a highly satisfying shopping journey tailored to individual tastes and preferences.  

Payment with digital wallets

The convergence of the physical and digital worlds opens doors to adopting more advanced payment methods, including the convenience of digital wallets.

Embracing digital wallets enhances the consumer experience, streamlining the purchase process and promoting a smoother checkout journey.


Phygital fashion can also contribute to sustainability in the fashion industry.

With virtual shopping experiences, brands curtail the need for physical samples, reducing waste and contributing to an eco-friendlier approach.

Moreover, the integration of technologies aids in tracking and optimizing the supply chain, resulting in reduced environmental impact.

Learn more: How to master sustainable creation and production in the eco-fashion era

Brands already embracing phygital fashion

Phygital fashion: Celebrities in the front row of a fashion show of a famous brand.

Many forward-thinking brands have adopted the phygital fashion approach, recognizing its potential to elevate the consumer experience:

Discover inspiring examples of this trend in action below!


Burberry is spearheading innovation in the phygital fashion movement. The leading brand offers a mesmerizing blend of experiences for fashion enthusiasts worldwide, with a fusion of physical shows and live streaming.

Moreover, the brand’s physical stores leverage technologies like augmented reality to provide customers with an interactive and captivating shopping experience.

Louis Vuitton

By investing in online broadcasts of their fashion shows, Louis Vuitton extends the reach of their collections, granting wider audience access to their creations.

The brand leverages the power of virtual and augmented reality, providing customers with immersive experiences that transcend traditional shopping, such as the “phygital trunk”.


Nike is another brand that has wholeheartedly embraced the phygital concept.

With the integration of augmented reality, the company offers customers the opportunity to virtually try on their sports products, empowering confident decision-making.

But Nike’s innovation doesn’t stop there – the brand goes beyond by providing apps and connected devices that track user performance, creating an integrated digital experience.

Get “phygital” with Audaces solutions

In the quest for delivering quality work, technology reigns supreme.

Experience innovation at its finest with Audaces’ integration of all processes, from creation to production.

With Audaces solutions, you unlock the potential to achieve the best results for your business.

Discover more below:

Audaces Fashion Studio

Phygital garment piece created within Audaces Fashion Studio.

Step into the future of fashion design with Audaces Fashion Studio, a revolutionary tool that empowers creative professionals.

This technology allows you to sketch directly on three-dimensional mannequins, elevating the creative process to new heights.

Experiment freely with various fabrics, as Audaces Fashion Studio lets you visualize how they drape and fit on the avatars, offering a dynamic platform for exploration.

Tailor your designs by modifying prints, shapes, or patterns in the digital environment, streamlining the entire process. Witness significant cost, time, and raw material savings.

Besides, Audaces Fashion Studio, facilitates seamless communication between stylists, pattern makers, and buyers.

Stay ahead of fashion consumer trends to impact your sales positively – download our free e-book to explore more:


What is phygital fashion?

Phygital fashion combines the “physical” and “digital” worlds, creating a seamless union.

How important is the integration between the physical and digital worlds in the fashion industry?

Integrating the physical and digital worlds in the fashion industry brings benefits like inclusion, collaboration, personalization, convenience, and sustainability.

Which brands have already adopted phygital fashion?

Burberry, Louis Vuitton, and Nike are some examples of brands that have embraced phygital fashion.

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about the author
A Audaces é uma multinacional brasileira especializada em soluções para negócios de moda.
about the author
A Audaces é uma multinacional brasileira especializada em soluções para negócios de moda.

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