The Rise of Fashion Tech: Is Gen Z Ready?

Connected clothing and mirrors, immersive wardrobes, virtual try-ons, 3D modeling, and phygital commerce—these are just some of the elements that make up the growing world of digital fashion, or “Fashion Tech.”

This new frontier transcends the limits of the physical world to offer a novel way of consuming, dressing, and experiencing fashion. It’s a world where the possibilities for creativity and personalization are endless, allowing individuals to explore their own style, free from the constraints of traditional fashion norms. But is Gen Z truly ready to dive in?

For Giovanna Graziosi Casimiro, professor and researcher in digital innovation at IFM Paris, the answer is clear:

“Yes, absolutely. Data shows that Gen Z is highly aware of its purchasing process. They like to browse multiple sites, do research, and find the best price before buying a product,” she told Luxury Tribune at the VivaTech trade show in Paris this June. “It’s a generation frustrated by what fashion currently offers, one that’s looking for alternative ways to invest in and consume fashion.”

Specialized in immersive technologies and video games for nearly fifteen years and in direct contact with this generation through her teaching, the professor has closely observed their expectations. According to her, exclusivity, personalization, and co-creation—made possible through technology—are key values for Gen Z. “Brands like Rick Owens or Nude Project have managed to win them over by adding genuine value to the purchasing experience,” she emphasizes.

At VivaTech, Allan, 24, a master’s student in Paris, explored innovations like L’Oréal’s Cell BioPrint, an AI-driven skin diagnostic tool that can predict and analyze potential dermatological issues. “I think I’m part of a generation that’s starting to incorporate this kind of technology into daily life,” he says. Just a few meters away, Paloma, 21, a law student in Tours, remains skeptical: “You can’t really tell if an outfit or accessory suits you from a filter—I’d rather try it on in a store.” Despite their different attitudes toward tech, both students agree on one point: human interaction remains crucial in the shopping experience.