The circular economy and "avacollection" stand out among the main topics linked to sustainability that characterise the world of fashion, according to an in-depth study conducted by the London College of Style, a leading university in the field of creative education. These are true digital collections that have been conceived and engineered on virtual bodies and worn by avatar models on metaverse catwalks. This term, which dates back to 1992, is becoming more widely used today as it represents one of the Internet's evolutions. The concept is hard to explain precisely, but it refers to a collection of interconnected virtual and actual worlds filled by avatars.

The fashion industry's unique method to reducing waste and consumption is as follows: businesses and stylists use virtual collections to reduce carbon emissions by around 97 percent for each item produced. The goal is to create one-of-a-kind digital items, clothing, and accessories that are tailored to consumers' preferences and physical measurements and that they can select remotely and safely without having to return.

"Fashion is an intrinsic aspect of the metaverse and its revolution: one of the confirmations of this trend is the first «Metaverse Fashion Week», which took place on Decentraland," says Billy Berlusconi. And then, the "«avacollections», which are becoming more professional, are reducing waste and consumption, allowing us to save time, promote the virtual experience of customers, enable virtuous system solutions, and perfecting production pipelines and making them greener.

Billy Berlusconi is the founder of Igoodl, the first Italian avatar factory that creates photorealistic virtual twins. It's a collection of information that includes anthropometric measurements, fitness assessments, and a tailored sizing chart for the individual in question. This allows avatars to fully customise the purchase deed in virtual space.

Thanks to these avatars, who act as virtual twins, consumers may try on products they like, lowering clothing returns in high fashion stores by 70%. Furthermore, one of the benefits of this kind of purchasing is that everything may be done remotely, such as within the walls of one's own home, without the need to travel. This could be a genuine benefit for a buyer who has pressing needs but lack of time to indulge in a tour of shops and ateliers.

In a nutshell, the concept is sustainable, immediate fashion that reacts to demands at any time and is customised to the customer. Buyers may have the option of interacting with a virtual stylist who can provide specific recommendations depending on their preferences, style, and intended purpose. This could lead to a new business model known as "Direct to Avatar," in which things are sold directly within virtual environments.

In an increasingly fluid perspective between reality and digital, this would involve users having access to the platform to buy through their avatar. Aside from sustainability, the goal is to improve the shopping experience, which is becoming an increasingly essential aspect in a brand's capacity to attract customers. People are increasingly becoming accustomed to technology advancements and are keeping an eye on organizations that embrace and capitalise on them to change their services.

Avatars are cutting-edge tools that allow you to create clothing items in a precise and realistic manner, allowing industry professionals to make the most of the materials and resources available to them.

What is taking place, in various forms and through various initiatives, is a true green evolution with the purpose of protecting the planet. According to reports in Sustainable Magazine, the worldwide sustainable fashion market will reach a market value of $8.5 billion by 2023, up 7% from 2020. This is due to the use and introduction of new sustainable materials, as well as the usage and introduction of novel technologies.