Author: Shivangi Srivastava, Mahek Fatima

Abstract: The AR and VR Technologies are changing the world from the way we know it, reshaping industries by combining physicals and digital integration. The transformation of an attire for an exhibition or a runway show into an immersive digital avatar is a change of an era. This cutting-edge sophisticated technology empowers designers to exceed real world boundaries and create engaging and interactive narratives which increase perception, attention and appreciation. In this paper, I study AR and VR immersion and their use in creating fashion brand presentations, including those that completely transformed the fashion industry using advanced technologies. The biggest benefit in using AR/VR for apparel digitization is the ability to create alternative sustainable remediation for ordinary shows by saving on travel, venue, and physical material costs. Virtual reality fashion experiences also provide opportunities for cross-cultural interaction and engagement through accessible fashion. However, is it still easy to argue against the added challenges such as high production expenditure, technological inhibitions, and unwillingness to adopt AR/VR. Regardless these hurdles, AR and VR continues to change the narrative of the fashion world in terms of creativity and technology, consumer engagement and design storytelling with the passage of time.

Keywords: Augmented Reality (AR), Virtual Fashion Shows, Clothing Digitalization, Ecological Fashion, VR, Branding and Marketing in Fashion, Fashion and Digital Characters.

Article Info: Received: 20 Apr 2026; Received in revised form: 18 May 2026; Accepted: 21 May 2026; Available online: 25 May 2026

DOI: 10.22161/ijels.113.31