TECHNOLOGY IN FASHION. THE FUTURE IS HERE.

Thirty years ago, Cher gave us a glimpse of her high-tech digital wardrobe in Clueless. Yes, it really did come out that long ago. We watched in envy as she flicked through her virtual wardrobe, landing on the iconic yellow plaid ensemble, wishing we too could pick out our outfits as easily as this. Now in 2025, boundaries are being pushed in ways that movie makers couldn’t even dream up. We are talking about innovations that range from jewellery that tracks your stress levels to designer clothes with authenticity chips.

Just like in the Clueless wardrobe scene, virtual trying on has become not only achievable, but mainstream. From Zara to Ray-Ban, virtual try-on tools are available everywhere. This allows us to make an informed choice about whether the items suit us before committing to a purchase. In fact, tools like this are so common now that rather than being a novelty, they are expected.

Another movie that fuelled speculation about technology in fashion is Back to the Future, specifically Marty McFly’s self-lacing trainers. Now there have been several versions released for sale from Nike, smart trainers that automatically adjust to fit your foot perfectly.

Even longer ago, the BBC program Tomorrow’s World, a science and technology series, made some predictions about the future of fashion. Whilst some suggestions were way off (that blouses might be made of paper, you know, for when you need to write down a phone number duh) others were spookily accurate. In a 1965 episode they mention synthetic leather and plastic fabrics, when sure enough engineered textiles have become integral to today’s fashion. How things have moved on from that!

Now that the future seems to be officially here, is it any surprise that Mark Zuckerberg has become the poster boy for a whole new ‘tech bro’ fashion movement? He is also frequently captured sporting a suspiciously thick pair of glasses. Not just a fashion statement. They are enhanced with sophisticated technology and capable of live streaming. Just what we all need. Continued below…

Technology has been sneaking further into mainstream fashion, largely under the guise of minimalist luxury in the form of accessories and jewellery. Being at the forefront of this fashion revolution means being constantly connected to Wi-Fi or Bluetooth. The unassuming Oura ring has recently gained popularity and is even more subtle than a smart watch. It tracks your biometrics, including sleep, heart health and activity. Although the watches are still very popular, Apple is currently on its 15^th generation, which the discerning fashionista can customise with a Hermes strap due to a chic collaboration.

Believe it or not, many people are now buying virtual clothes. Yes, spending their cash on pixels that resemble outfits. ‘Skins’ for avatars are popular, with hundreds of thousands purchased a day. Roblox sells digital fashion items, with millions of purchases per day across the world. Limited edition designer items, like a virtual Gucci handbag, can resell for thousands of real pounds. With people spending a huge amount of time on these games, it becomes another outlet for self-expression, so fashion has become virtual too through technology.

Let’s talk about connected clothing. This is where your designer goods contain a chip which can confirm authenticity. Balenciaga released a line of t-shirts and hoodies with a communication chip that can also be scanned to access an exclusive song.Clothes are being given a digital identity, often with exclusive perks that allow the wearer to become part of a private club. This also makes it much easier should you want to resell designer items in the future.

Inserts: Top, Ali Pazani. Bottom, Clayton Cardinalli

So, when does cool and helpful turn into creepy and concerning? When you think too long about it, you might start to feel a bit uneasy. We wonder if our fashion is keeping tabs on us. For instance, a smart watch wearer is usually being tracked by GPS. If you are wearing a fabulous designer coat with a NFC chip, repeated scans can reveal a pattern of your movements. Some of these fashion items can track when you sleep, when you get stressed, potentially your ovulation cycles. TMI? Definitely.

Once the information exists, it’s hard to know for sure where it’s going to end up. How closely did we read that fine print on the terms and conditions? We are sold on the promise of the self-empowerment that this extra information gives us, a better insight into ourselves than ever before. But could it be exposing us? It can leave one wondering who else could have access to information we might not want available to others. Glasses with a camera and microphone ready to record whenever you want sounds wonderfully convenient, but it’s slightly less appealing never knowing who is just looking at you weirdly or actually recording you through their specs.

Might we be putting our privacy at risk through the next fashion trend? Will it be worth it? Maybe.

There is certainly a fine line and it’s difficult not to lean into the convenience of it all. Some feedback that you could be getting more sleep is pretty helpful. A watch that buzzes at you because you’ve been sat down too long is passive aggressive, sure, but fairly motivating. A live reminder in your Ray-Bans to pick up your dry cleaning is super useful really. But being constantly harassed by your wardrobe, nagging at you more than your kids, your spouse, your boss. When did this start? Rather anxiety inducing. But perhaps for all the right reasons. Fashion has always been about communicating something to the outside world, but when did our clothes start communicating back to us? An outfit literally serving, it’s slaying whilst providing support, feels like a win. But do we really need this much feedback? Fashion is empowering, but have the tables turned, are we now empowering fashion?

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