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Suleymanova E.A., Tikhonova N.V., Kovalenko Yu.A. «Digital look» definition and the field of its application. Journal of Clothing Science. 2023; 8(4). Available at: https://kostumologiya.ru/PDF/07TLKL423.pdf (in Russian).

«Digital look» definition and the field of its application

Suleymanova Elena Alexandrovna
Kazan National Research Technological University, Kazan, Russia
E-mail: elena.a.suleymanova@gmail.com
RSCI: https://elibrary.ru/author_profile.asp?id=737011

Tikhonova Natalia Vasilevna
Kazan National Research Technological University, Kazan, Russia
E-mail: nata.tikhonova.81@mail.ru
RSCI: https://elibrary.ru/author_profile.asp?id=750903

Kovalenko Yulia Alexandrovna
Kazan National Research Technological University, Kazan, Russia
E-mail: julia_a_kov@mail.ru
RSCI: https://elibrary.ru/author_profile.asp?id=792957

Abstract. The accelerated development of digital technologies and their penetration into all spheres of the economy, including the light industry, led to the emergence of new concepts. Widely known and familiar words are commonly used with the term «digital», and in some contexts — «virtual», for example, «digital production», «digital fashion», «digital double», «digital clothing», «virtual look», «digital look», etc. However, an obvious understanding of the new concepts there are no among representatives of the academic community and the light industry. Therefore, in this work, the authors conducted a study of domestic and foreign publications in the field of creating digital clothing. The interpretations and understandings of virtual and digital clothing are considered, the terms and their definitions of «virtual» and «digital» clothing are collected and systematized. It is established that the term «digital clothing» is used by scientists in relation to the production process of making clothes, based on the global idea of conscious consumption and the implementation of eco-friendly production, practical designers use it in the context of providing the opportunity to reveal a person’s personality, the opportunity to express their self-expression and creativity as the «creator» and «consumer» of such clothes, and representatives of the virtual environment (virtual games, metaverses, marketplaces, social networks, etc.) often use the term «virtual clothing» in the context of its application.

The conducted research shows that the participants of the fashion industry do not use such a concept as a «digital look», but actively use the term «digital» in relation to the components of the look (clothing, shoes, accessories, etc.). This conclusion made it possible for the authors of this work to offer their definition of the term «digital look»; to perform the forms of representation of digital look in 2D and 3D formats and highlight its importance in the possibility of implementing «eco-friendly clothing production».

Keywords: digital production; digital fashion; digital clothing; virtual clothing; digital look; digital look presentation form; digital look functions

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