What Is a Digital Twin? The Future of Fashion Modeling and Content Creation
Fashion Technology
Jun 30, 2025
Explore how digital twins are revolutionizing fashion, enhancing sustainability, and transforming online shopping experiences.
Digital twins are transforming fashion by creating virtual replicas of garments, processes, or even customer profiles. These replicas use real-time data to improve design, production, and marketing. Here's why they matter:
Faster Production: Design-to-manufacturing timelines shrink from 30 days to 24–48 hours.
Cost Savings: Brands report up to 95% cost reductions and 200% productivity gains.
Reduced Waste: Sample production drops by 80%, and fabric waste decreases by 10–15%.
Enhanced Online Shopping: Virtual try-ons and 3D renderings improve customer confidence and nearly double conversion rates.
AI Tools for Content: AI-powered photography and digital models cut photoshoot costs and speed up marketing.
Brands like Guess, Adidas, and Levi’s are already using digital twins to boost efficiency and create better customer experiences. Platforms like BetterStudio make this technology accessible, offering tools for AI-driven visuals and personalized marketing.
Digital twins are reshaping fashion by saving time, cutting costs, and improving sustainability. As the market grows, adopting this technology can help brands stay competitive.
Digital Twins in Fashion
How Digital Twins Transform Fashion Modeling and Content Creation
Digital twins are shaking up the fashion world by breaking down traditional barriers and making the creative process faster and more cost-effective. From the early stages of design to the final marketing materials, this technology is redefining how fashion content is created.
Virtual Design and Testing
Digital twins let designers create, tweak, and perfect garments entirely in virtual environments - long before a single piece of fabric is cut. Designers can play around with colors, fits, and styles, while virtual testing simulates how fabrics behave under different lighting, movements, and weather conditions. This level of precision not only speeds up the design process but also lays the groundwork for more sophisticated content creation.
AI-Powered Fashion Photography
Building on virtual design, AI-powered photography is changing the game for fashion visuals. This technology produces studio-quality images without the need for traditional photoshoots, which can be incredibly expensive. To put it into perspective, traditional photoshoots can cost anywhere from $1,000 to $5,000 for models, $500 to $2,000 for studio space, $1,500 to $3,000 for photography, and $50 to $150 per photo for post-production. AI-powered tools slash these costs while delivering the speed needed to keep up with fast-moving fashion trends.
The AI image generation market is growing fast, projected to expand from $8.7 billion in 2024 to $60.8 billion by 2030, with an annual growth rate of 38.2%. While traditional photoshoots can take days - or even weeks - to complete, AI tools can produce high-quality visuals almost instantly. One major retailer even reported a 30% increase in online sales after incorporating AI-generated models into their marketing strategy.
Take BetterStudio, for example. They offer brands the ability to generate AI-powered photos with customizable models and backgrounds. Whether using AI-created models or digital twins of real ones, brands can create visuals at scale while cutting production times and maintaining consistency.
This technology also allows for advanced personalization. AI tools can adapt imagery for different audiences and platforms using a single digital twin. Looking ahead, hyper-realistic digital personas will become even more customizable, and AI-generated videos will bring lifelike fashion presentations to the forefront. Real-time content adaptation, driven by performance data, will allow brands to tweak visuals instantly for maximum impact.
AR and VR Applications
Digital twins are also driving innovations in augmented and virtual reality, changing how customers interact with fashion online. Virtual try-ons are a standout feature. By combining digital twins of garments with customer body measurements, brands can offer realistic previews of how clothing will look and fit. Retail giants like Zara, Nike, and Puma have already brought virtual try-ons into their stores, and many online platforms are using this technology to build shopper confidence.
Consider this: 75% of online shoppers rely on product images when making buying decisions, and 3D renderings of garments can nearly double conversion rates compared to flat, 2D images.
Immersive shopping experiences are also gaining traction. Burberry, for instance, has created virtual replicas of its stores, allowing customers to explore collections and even customize products in digital spaces. These virtual environments also help brands optimize their physical store layouts.
The impact of these interactive experiences is undeniable. Fashion Innovation Consultant Lui Iarocheski emphasizes this point:
"Having digital twins at the point of sale allows customers to interact with a dynamic, playable asset rather than a static image, adding their personal touches and feeling more involved in the creative process. This involvement not only boosts conversions but also fosters deeper brand loyalty."
Real-time customization takes this a step further, letting customers instantly change colors, patterns, and styles with visual feedback. Digital twins can even simulate how different garments work together, offering personalized styling tips and suggesting complementary pieces for various occasions. As AR technology advances, shoppers will soon be able to visualize products in real-world settings before they buy - making the experience more interactive and reducing the uncertainty of online purchases.
Tools and Platforms for Digital Twin Integration
Fashion brands have a range of tools at their disposal to integrate digital twin technology into their workflows. The key is finding platforms that combine robust features with ease of use, making them a great fit for fast-paced e-commerce businesses. Below, we dive into how BetterStudio is leading the way with AI-driven digital twin content and explore other notable platforms in this growing space.
BetterStudio for AI-Powered Fashion Content
BetterStudio has emerged as a go-to solution for fashion brands aiming to leverage digital twin technology. This platform specializes in creating professional-grade fashion visuals by combining AI models with digital twins of real-life models.
One of BetterStudio's standout features is its ability to let brands choose between AI-generated models and real faces, ensuring consistency across campaigns. With customizable model faces, brands can create digital twins that closely align with their target audience's demographics, adding a personal touch to their marketing efforts.
The platform also integrates seamlessly with Shopify, simplifying the process of updating product images and speeding up time-to-market. For brands managing extensive product catalogs, BetterStudio’s bulk editing tools are a lifesaver, enabling the processing of hundreds of images with consistent styling and backgrounds in just a fraction of the time it would take manually.
When it comes to pricing, BetterStudio offers flexibility to suit different business needs. Their free Basic plan is a great starting point, while the Pro plan, priced at $35/month, includes 35 credits, advanced features like custom model faces, and even collaborations with real influencers. For larger enterprises, the platform provides a custom API solution under its Enterprise plan, allowing seamless integration into existing workflows.
With 82% of buyers trusting digital samples, the importance of high-quality digital twin imagery for driving conversions cannot be overstated. BetterStudio also addresses the growing demand for personalization - 67% of consumers now expect brands to tailor their offerings based on individual preferences and context.
Additional Digital Twin Platforms
Outside of BetterStudio, other platforms are making strides in digital twin technology. For instance, Vntana offers a centralized cloud-based solution for creating and managing digital twins. This platform excels in version control, team collaboration, and integration with existing design tools, making it a versatile choice for brands looking to streamline their virtual asset management across multiple campaigns and channels.
The broader adoption of digital twin technology is evident in initiatives like H&M's exploration of digital twin models. Jörgen Andersson, H&M's Chief Creative Officer, shared their vision:
"We are curious to explore how to showcase our fashion in new creative ways - and embrace the benefits of new technology - while staying true to our commitment to personal style."
H&M is actively experimenting with digital twins for marketing campaigns and social media, further highlighting the potential of this technology.
When selecting a digital twin platform, fashion brands should start by clearly defining their business goals and identifying how digital twins can help achieve them. It's also important to assess the organization's current infrastructure and data management capabilities to ensure readiness for this technology. Specific use cases - such as virtual prototyping or personalized recommendations - should guide the decision-making process. Additionally, factors like scalability, ease of use, integration with existing tools, and customization options should play a key role in the selection process.
Fergal Glynn, Chief Marketing Officer of Mindgard, encapsulates the long-term benefits of digital twins:
"It will not only cut costs but also speed up content creation. It's like benefiting endlessly from the likenesses of these models."
However, this shift also calls for careful planning around legal and ethical considerations. Industry experts recommend establishing clear legal frameworks to address issues such as licensing agreements, compensation for models, and protections against unauthorized modifications. Ensuring fair payment per use and recognizing the contributions of all professionals involved in creating digital twin content is essential for fostering a balanced and sustainable ecosystem.
Benefits of Digital Twins in Fashion
Digital twins are reshaping the fashion industry, offering new ways to boost efficiency and connect with customers. From streamlining production to transforming shopping experiences, this technology is making a noticeable impact. Beyond cutting costs, it’s also driving progress in sustainability and enhancing how brands engage with their audience.
Cost and Time Savings
Digital twins are a game-changer when it comes to saving time and money. For instance, they’ve helped companies slash inventory costs by up to 5% and reduce development times by as much as 20–50%. One standout advantage is the dramatic drop in sample requirements - cutting them by up to 80%, which also significantly reduces production waste.
"In some case studies, we have seen that digital twins can reduce the sample required during the development process by a remarkable 80%." - Lui Iarocheski, Fashion Innovation Consultant
The speed of production has also seen a major boost. Processes that used to take 30 days can now be completed in just 24–48 hours. Adidas’s Speedfactory is a prime example, using advanced digital design and automated local production to deliver custom products faster than ever. Similarly, Tommy Hilfiger has adopted virtual sampling and 3D design tools to trim down development cycles. On top of that, digital twins help reduce fabric waste during production by 10–15%, addressing a common issue where up to 30% of materials are typically wasted during the design phase.
These improvements don’t just benefit the production line - they also elevate the online shopping experience, as discussed next.
Better Online Shopping Experiences
Digital twins are transforming online shopping into something much more engaging and interactive. They allow for virtual try-ons, so customers can see how clothes look without ever stepping into a fitting room. Big names like Zara, Nike, and Puma have already introduced virtual try-on features in their stores. Burberry has taken it a step further by creating virtual replicas of its stores and collections, offering customers a chance to explore and customize products digitally.
This technology also personalizes shopping on a large scale. By analyzing customer preferences, digital twins enable tailored recommendations and even support made-to-order options. The result? A shopping experience that feels more connected and individualized.
But the benefits don’t stop at customer engagement - digital twins are also making strides in reducing the environmental footprint of fashion.
Environmental Impact Reduction
The fashion industry generates over 92 million tons of waste each year, making sustainable solutions more critical than ever. Digital twins are stepping up to the challenge by helping brands cut carbon emissions - 78% of companies using this technology report an average reduction of 15%. By promoting made-to-order production, digital twins eliminate overproduction and reduce excess inventory and waste. They also allow designers to test sustainable materials virtually, avoiding the need for physical prototypes.
Looking ahead, Digital Product Passports (DPP) - a type of digital twin - are set to revolutionize transparency in fashion. These passports provide detailed insights into a product’s environmental impact throughout its lifecycle, from creation to recycling. This empowers consumers to make informed, eco-friendly choices while enabling efficient recycling practices.
"By creating this easily accessible and verifiable digital file, the DPP aims to improve transparency, traceability and trust throughout the supply chain, from manufacturers to consumers and recyclers, so that consumers can make more sustainable and informed choices." - Jake Hanover, director of digital products and apparel solutions, Avery Dennison
Future Trends and Challenges in Digital Twin Adoption
The digital twin market is on track to hit $125.7 billion by 2030, growing at an impressive rate of 39.48% annually. This rapid expansion opens up exciting opportunities but also brings challenges that fashion brands must address thoughtfully.
New Trends in Digital Twin Technology
Emerging advancements include AI-driven avatars that act as digital assistants, trainers, and even brand ambassadors. For instance, H&M has started creating digital replicas of 30 models for marketing purposes. These models retain their rights and are compensated based on their existing contracts.
"We are curious to explore how to showcase our fashion in new creative ways - and embrace the benefits of new technology - while staying true to our commitment to personal style." - Jörgen Andersson, Chief Creative Officer at H&M
Self-updating digital twins are another innovation on the horizon. Powered by 5G, edge computing, AR/VR, and large language models (LLMs), these systems offer real-time simulations and immersive experiences for users. However, while these advancements are exciting, the road to adoption isn’t without its bumps.
Common Implementation Challenges
Fashion brands face several hurdles when adopting digital twin technology. Managing complex datasets across multiple systems is a significant challenge. Add to that the high upfront costs and the shortage of skilled professionals in areas like data integration, AI, and software development, and the process becomes even more daunting.
"Companies often delay progress by insisting on perfect data instead of starting with adequate data. However, good enough is where the process needs to start because the transformation is a journey and needs to start in order to realize the downstream benefit." - Christine Bush, Director of the Robotic Center of Excellence, Schneider Electric
To tackle these issues, experts suggest starting small. Pilot projects that deliver measurable ROI in controlled environments can help brands build confidence and refine their strategies before scaling up.
The Future of Digital Twins in Fashion
Successfully navigating these challenges could position digital twins as a cornerstone of modern e-commerce. Building on earlier advancements in efficiency and sustainability, digital twins are now integrating with cutting-edge technologies to reshape the fashion industry. For example, 75% of large enterprises are actively investing in digital twins to scale AI solutions. The synergy between digital twins and generative AI is making these systems more scalable, accessible, and cost-effective.
Blockchain technology is also playing a role, enhancing supply chain transparency. Customers may soon be able to track a garment’s journey from raw materials to the finished product. Meanwhile, sensor data from smart fabrics and wearable tech is providing valuable insights into product performance.
"AI in fashion isn't about replacing humans - it's about pushing innovation. When used right, it can be a tool that enhances innovation without erasing authenticity." - Saige Thomas, Executive Producer at Texas Fashion Week
The combination of digital twins with other emerging technologies is set to unlock fresh possibilities in fashion modeling and content creation. As costs decrease and technical barriers fall, digital twin adoption is expected to grow, making it accessible to fashion brands of all sizes.
Conclusion
Digital twins are reshaping the way fashion brands handle modeling, production, and content creation, delivering measurable results. This technology is a game-changer, cutting sample requirements by up to 80% and shrinking the traditional 30-day design-to-manufacturing timeline to just 24–48 hours. The efficiency gains are undeniable.
Sustainability is another area where digital twins shine. By reducing fabric waste by 10–15% and enabling made-to-order production, brands can avoid overproduction and excess inventory. As Fashion Innovation Consultant Lui Iarocheski puts it:
"Digital twins also help reduce waste and excess inventory by facilitating a made-to-order production model. This means that brands can sell products digitally first and then produce the physical counterpart on demand."
This blend of rapid production and eco-conscious practices highlights the potential of digital twins to fulfill the core goals of modern fashion technology.
When it comes to content creation, 3D renderings of garments offer a significant edge. They give consumers a clearer understanding of products, nearly doubling conversion rates compared to 2D images while also reducing return rates.
BetterStudio is making this technology more accessible to fashion brands. With tools like AI-powered photo generation, customizable models and backgrounds, and hyper-realistic AI models, BetterStudio empowers brands to produce high-quality fashion content at scale. Whether you're testing new designs, creating marketing assets, or enhancing online shopping experiences, BetterStudio provides the tools needed to seamlessly integrate digital twin technology into your workflow.
The future of digital twins looks promising, with the market expected to grow by 60% annually, reaching $73.5 billion by 2027. Brands that adopt this technology now will be better equipped to thrive in a competitive e-commerce landscape, where speed, sustainability, and customer experience are key to success.
FAQs
How do digital twins support sustainability in the fashion industry?
Digital twins are transforming the fashion industry by helping reduce waste and improve production processes. These virtual replicas let brands experiment with materials and designs in a digital space, eliminating the need for excessive physical samples. The result? Less material waste and a smaller environmental footprint during product development.
Beyond design, digital twins can simulate a garment's entire lifecycle - from production all the way to disposal. This enables better resource management, improved energy efficiency, and smoother supply chain operations. By using this technology, the fashion industry is finding ways to adopt greener practices while still delivering top-notch products.
What challenges might brands face when adopting digital twin technology in fashion and content creation?
Adopting digital twin technology isn’t without its challenges. One of the most prominent obstacles is the steep upfront cost involved in implementation, which can make it tough for businesses to see a clear return on investment. On top of that, integrating digital twins into existing systems often demands a lot of time, effort, and specialized knowledge, which can slow things down.
Another major issue revolves around data security and privacy. Digital twins depend on processing large amounts of data, and safeguarding sensitive information becomes a critical concern. Add to that the constant evolution of the industry - frequent updates to digital twin models are often necessary, making scalability an ongoing challenge.
Still, with proper planning and the right strategies, brands can tackle these hurdles and tap into the full potential of this cutting-edge technology.
How do digital twins improve the online shopping experience?
Digital twins are transforming online shopping by introducing a highly interactive and lifelike way to explore products virtually. Features like virtual try-ons and detailed visualizations allow shoppers to see how clothes might fit or how items work in a real-world context. This makes it easier for customers to feel confident about their purchases.
Beyond visuals, digital twins also dive into customer preferences and simulate interactions to create a tailored shopping experience. This personalized touch not only keeps shoppers engaged but also leaves them more satisfied with a journey that feels uniquely crafted for their needs.