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Writer's pictureMaeve Sullivan

The Rise of Nostalgia and the Role of Technology in Fashion


NYFW experienced Ralph Lauren take on the Hamptons, as they played up a preppy Americana paradise while tapping into the patriotic-adjacent aesthetic circling back into popularity. Fresh twists on flag imagery, American denim, and boat-ready navy covered models of all ages as Ralph Lauren walked a cultural tightrope, balancing current zeitgeist with classic themes. This viral runway cemented the nostalgia sweeping across fashion, similarly seen in an enthusiasm for classic tennis apparel, social media praise for Chloe’s throwback bohemian runway, and the trending “capsule wardrobe” ideal. 

This provides a stark contrast to themes from New York’s previous fashion week, where wearable technology and futuristic motifs were seen across runways. Tik Tok users and fashion Substackers alike have lamented the apparent decrease in quality of clothes within recent years, perpetuated by fast fashion and micro trends. Ralph Lauren’s familiar runway, the desire for high quality ‘capsule wardrobes,’ and the rise of general clothing nostalgia display an overarching pattern by consumers for the ways of the past. 


So does technology no longer have a place within the fashion industry? Not so fast.


We’re seeing ways in which technological innovation can help fulfill that nostalgia, making high quality pieces and better fitting garments more accessible. While we might be seeing less wearable tech, the role of technology has shifted focus to making pieces become more wearable. Fashion tech is now less about technology on the body, and more about helping it get there.


Pet Liger is one of these industry innovators, helping introduce spatial fashion to the world of retail. Liger has used 3D visualization technology to render inventive digital footwear designs, capturing public attention before even releasing a physical shoe. 


The viral ‘love shoes’ courtesy of Pet Ligers instagram


The popularity of their ‘Love Shoes,’ now finally available for pre-order before each pair is made to order, shows the consumer craving for a more thoughtful, sustainable, and artistic process in turning digital creation and styling into physical apparel. 


At Couture Technologies, we’re working to help brands through that process. With Virtual Fitting, customers can utilize their personalized avatar to see how a garment will look and fit on their own body. Finally, technology in the fashion industry can combat the downsides of fast fashion and the hedonistic treadmill of microtrends. Technology can help clothes get back to higher quality, while allowing customers to curate personal styles through fewer, more meaningful, and better fitting purchases. A more personalized digital shopping experience means less returns, an increase in sales, and a return to personal style in an overall slower world of fashion. 

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