From Virtual Prototyping to Digital Fashion: How Emerging Technologies Are Setting New Standards for Sustainability in the Creative Industries

In the context of digitalization and growing demands for environmental responsibility, creative industries are seeking ways to reduce their material footprint. The purpose of this study is to evaluate the role of digital technologies, such as virtual prototyping and digital fashion, in shaping new sustainability standards. To achieve this, a systemic multidisciplinary approach was applied, combining comparative analysis, quantitative assessment of key indicators (MIRR, CFCI, VSR), and the calculation of the Integral Sustainability Index (ISI).The results show that virtual prototyping reduces material costs by 45–65% and the number of physical prototypes by 3–5 times; however, its energy efficiency depends on project complexity and is achieved only after the ‘energy break-even point.’ Digital fashion practices demonstrate the potential to reduce the carbon footprint, but only when utilizing energy-efficient digital infrastructure. The integrated assessment revealed an increase in the overall level of sustainability (with $ISI$ rising from 0.52 to 0.71) during the transition to digital processes. The main conclusion is that digital technologies establish new sustainability standards, yet their positive impact is realized only through the conscious design of technological systems, business models, and institutional environments focused on balancing environmental, economic, and social goals.