June Fashion Innovation Round-up

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Welcome to the Fashion Innovation Round-up, a monthly summary of the most salient stories at the intersection of fashion and technology.

June 2022 Executive Summary

While June is typically a slow month for fashion, this year is an exception to the rule. With a slew of IRL events taking place around the world—including Cannes and NFT NYC— the internet is abuzz with news of collaborations, campaigns, and creativity. Many announcements make clear that the market isn’t done with digital dressing and the idea of online representation.

This month, the battle of the avatars grew more intense, with Tiktok rolling out their own avatars and Meta announcing collaborations with fashion brands like Prada to dress their in-platform avatars. Meanwhile, new data this month provides more evidence that augmented reality is a powerful conversion tool for those shopping online, which may explain why both Amazon and Walmart made moves in this space. NFT and crypto projects prevail in the headlines, despite the recent crash.


Digital Fashion


Examples of TikTok Avatars

  • TikTok rolls out avatars 
  • New York Times’ style editor Vanessa Friedman reacts to Meta’s opening of a new fashion store in the metaverse.


DKNY logo in black


Augmented Retail

Trying on shoes in augmented reality on Amazon

  • Retail giant Amazon is delving deeper into augmented reality with the rollout of its virtual try-on for sneakers. The new feature, available within the Amazon app for iOS users, lets you visualize how sneakers from New Balance, Adidas, Reebok, Puma, Superga, Lacoste, Asics, and Saucony will look on your feet.


Tag Heur Watch showing a Bored Ape

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Amanda Cosco
Amanda Cosco is a Fashion Futurist and the founder of Electric Runway