Redefining Fashion: A VR Journey from 360° Runway Show to Contextual Avatar Customization
Shirin Hajahmadi, Ranim Elnabouche, Pasquale Cascarano, Gustavo Marfia · 2025
Virtual Reality (VR) is transforming fashion by revolutionizing how consumers shop, try on clothes, make purchase decisions, and connect with brands. It offers immersive experiences at major events, enabling users to explore designs, and trends, and interact with the fashion community. Despite VR's growing presence, research on its role in fostering user engagement and self-expression remains limited. This study addresses this gap by presenting a VR platform that combines 360-degree virtual fashion shows with an avatar customization interface. The platform also allows users to explore two representative contexts-a formal office and a social party setting-showcasing how diverse scenarios support self-expression and identity crafting. By highlighting these distinct settings, the study demonstrates VR's potential to deepen engagement and strengthen brand connections.