From AI-powered virtual try-on to smart performance features, technology is reshaping the fashion brief
By Partner
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At the third phase of the 140th Canton Fair, AI-powered virtual try-on, temperature-responsive colour, zoned heating and recycled fibres point to a more interactive approach to apparel design and selling.
Apparel suppliers are expected to respond to changing use cases, keep garments comfortable in daily wear and stand out in a competitive assortment. At the fair, performance, lifestyle and retail experience come together in one conversation, while technology is moving from hidden specifications into the product story.
One exhibitor presents an outdoor padded jacket which it says changes colour at 28°C, while a vest uses three heating zones to distribute warmth. Both features are easy to demonstrate, turning technical functions into product attributes that buyers can quickly understand. Their commercial appeal will nevertheless depend on comfort, durability, care requirements and a clearly explained use case.
Materials add another dimension. A representative of a Jiangsu exhibitor said the company’s collection uses recycled nylon and digital 3D garment modell...