THE DIGITAL FASHION

Digital fashion has emerged as a transformative force within the fashion industry, revolutionizing traditional design processes and consumer experiences. This article explores the integration of artificial intelligence (AI) and 3D prototyping technologies in the realm of digital fashion in today’s digital culture, examining their impact on representation, simulation, and the concept of realness within the way we perceive, consume, and interact with clothing. Sparked a critical examination of the role of traditional fashion designers, as well as consumers within their shopping experience in today's digital landscape. The methodologies conducted in this research combine an explanation of applicative examples and theories of signs related to postmodernism and hyperreality through analytical thinking of signs, whereas fashion design practice and its consumption that leveraging AI become the object of study. It redefines the design process, enhances consumer experiences, and opens up new possibilities for representation and realness. As this digital revolution continues to evolve, it will undoubtedly shape the future of fashion, paving the way for more innovative and inclusive approaches to design and consumption.