Currently, fashion trends that are influenced by the rise of social media change very quickly. The spread of fashion by influencers and public figures through Instagram, TikTok, YouTube and other social media makes people want to follow them. The high virality of fashion content is an attraction for people to spend money to shop offline or through marketplaces. Fashionable, Trendy, OOTD (Outfit of The Day), are important keywords for people to increase their popularity which is expected to have an impact on improving self-image.

The impact of purchasing fashion products has become two sides of a coin, on the one hand it can increase the trade value of fashion products but on the other hand it can cause a new problem, namely fashion waste.

The concept of ready to wear in the fast fashion industry can meet people's demand to quickly have the latest clothes, but new problems with the emergence of clothing waste have become an urgent matter.

Based on data from the United Nations Environment Program (UNEP) and the Ellen MacArthur Foundation, 10% of exhaust emissions and greenhouse effects are caused by the clothing industry, and it is stated that this figure is greater than the combined emissions of the aviation and maritime industries.

This is expected to increase to 50% by 2030. About 20% of wastewater worldwide is polluted due to the dyeing and processing of fabrics.

Every year the clothing industry uses 93 billion cubic meters of water, this could meet the consumption needs of five million people. Every year half a million tonnes of microfiber plastic waste from the clothing industry are dumped into the ocean, the equivalent of 50 billion plastic bottles. This is very dangerous because micro fiber cannot be extracted from water and can spread throughout the food chain (The World Bank: shorturl.at/grwD1).

Another troubling problem is that around 200 million trees are cut down each year for textile production (canopyplanet.org: shorturl.at/qzBOT). This is very worrying because it can trigger deforestation.

Currently, many fashion circles are concerned about the issue of environmental pollution from the clothing industry, including garments and textiles.

There are many fashion products that carry the concept of being environmentally friendly, using natural materials, reusing clothing, reducing industrial supply chains, up to the concept of digital clothing or digital fashion.

Blockchain technology with Web 3.0 innovation has made digital fashion, which so far has only been used for marketing materials, film and gaming, can now become everyday clothing for users through digital and physical platforms.

The use of Augmented Reality (AR), Virtual Reality (VR), Metaverse and Non-Fungible Tokens (NFT) is an important key for the development of clothing trends in 2022.

Digital fashion ownership through NFT can be used for Metaverse and the gaming industry, and can also be a transition (bridging) for people to start being aware of environmental sustainability when wearing clothes.

“Awareness of the environment is our main concern. Therefore, MAJA Labs, a WEB3 community network, is collaborating with the Indonesia Creatives Cities Network (ICCN), as a cross-community node with networks in more than 220 regencies and cities throughout Indonesia, to hold the Bali Digital Fashion Week 2022 (BDFW 2022)," said Adrian Zakhary, Founder/CEO of MAJA Labs.

This event will be the pioneer of the first Digital Fashion Week in Indonesia and even Asia presenting Metaverse Fashion Innovation, Augmented Reality (AR) Fashion, Phygital Fashion, Digital Fashion NFT, and Eco-Friendly Clothing UMKM from Indonesia.