The Digital Paradox when Future and Tradition Co-Exist Contemporary Fashion with Augmented Reality

Abstract

Nowadays fashion world has undergone significant transformations in the digital era, with technology playing a crucial role in various aspects. The digital era has transformed the fashion industry by redefining how fashion is produced, marketed, and consumed. Technology has opened up new opportunities for creativity and innovation within the fashion landscape. This research explores the intersection of digital technology and traditional fashion by examining the paradoxical coexistence of the future and tradition in the realm of contemporary fashion, specifically through the integration of Augmented Reality (AR) experiences. The importance of this study lies in understanding how fashion, as a reflection of culture, adapts and evolves in the digital era while still preserving its historical and cultural significance. By addressing this paradox, the research aims to shed light on the potential solutions and implications for the fashion industry. The primary problem addressed in this work is the tension between embracing technological advancements and maintaining the authenticity and heritage associated with fashion. Through a Qualitative approach, including observation, interviews and literature studies, the methodology aims to investigate the various ways in which AR is currently being integrated into fashion. The results of this study provide insights into the benefits and challenges of incorporating AR in fashion, including enhanced consumer engagement, personalized experiences, and increased value. By examining the coexistence of future and tradition, this study aims to bridge the gap between technological advancements and the preservation of cultural heritage in the dynamic landscape of fashion.

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