Kadine James on reimagining fashion through VR and AR
How immersive technologies are reshaping design, retail, and cultural storytelling in the fashion industry – while making it more sustainable
How immersive technologies are reshaping design, retail, and cultural storytelling in the fashion industry – while making it more sustainable
As the fashion industry embraces digital transformation, virtual and augmented reality technologies are emerging as powerful tools to enhance creativity, connect with consumers, and promote responsibility. These immersive technologies are reshaping how we design, produce, and experience fashion, bridging the gap between innovation and cultural storytelling.
Redefining Design Processes
One of the most significant shifts in fashion is happening in prototyping. With AR and VR, designers can create in digital spaces, minimizing the need for physical samples and reducing waste.
For example, The Immersive KIND, an extended reality digital arts collective I lead, collaborated with Union Avatars to bring designs to life in immersive environments. By using Snap AR, we partnered with designer Rory Scott to create a virtual avatar wearing his garments. This interactive experience allowed us to showcase his designs without producing a single piece at scale.
Digital artists like Stacie Ant are also pushing boundaries, creating fantastical fashion experiences. At Atlanta Art Week, Stacie transformed me into a nymph using tools like Blender—highlighting how AR and VR enable creativity to flourish in the metaverse and beyond.
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A New Standard in Consumer Engagement
Virtual environments also offer brands new ways to connect with consumers. AR-powered virtual showrooms, like those created by Diesel and Clarins Beauty, allow customers to explore high-quality 3D product renderings in real time. This reduces the need for physical inventory and enhances the shopping experience with interactive storytelling.
For instance, Artificial Rome’s collaboration with Clarins leveraged Unreal Engine 5 and generative AI to launch the “Clarins Virtual World.” Visitors can navigate a twin maze, create custom avatars, and explore photorealistic products—all without the environmental impact of physical displays. This sets a new benchmark for immersive, sustainable brand experiences.
Bridging Fashion, Education, and Culture Through Games
In 2020, I visited the King Tutankhamun exhibition at London’s Saatchi Gallery, which was billed as the final time the artifacts would be shown in the city. Walking through that exhibit, I couldn’t stop thinking about the possibilities of recreating these ancient treasures in virtual worlds, making them accessible to everyone. That moment planted the seed for a project I’d later realize: bringing King Tut’s tomb into the gaming platform Fortnite.
Gaming platforms like Fortnite are becoming powerful tools for storytelling and education. Inspired by my experience at the King Tut exhibition, I led The Immersive KIND in developing “King Tut’s Tomb Game” using Unreal Engine for Fortnite (UEFN).
By recreating the tomb in a digital environment, we allow players to engage with ancient history in a way that’s interactive and fun. Younger audiences can solve puzzles, discover artifacts, and experience the grandeur of King Tut’s world through gameplay.
Using Fortnite as a platform meets young people where they already are, blending education with entertainment. It’s a powerful way to turn passive learning into active discovery and make cultural heritage feel alive and accessible.
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Looking Forward
As the fashion industry continues to evolve, the integration of VR and AR technologies opens up new possibilities for sustainability, creativity, and cultural engagement. From reducing waste in prototyping to reimagining consumer experiences and bridging the gap between entertainment and education, these tools empower us to design responsibly while still embracing innovation.
For me, these projects are more than just technological experiments—they’re personal. Whether it’s transforming myself into a nymph or creating a virtual King Tut’s tomb, I’m constantly reminded of how immersive technologies can bring art, fashion, and history together in ways we never thought possible.
By merging creativity with technology, we can transform the fashion landscape and pave the way for a more imaginative and inclusive future.
