"I don’t think personalised fashion is the solution for fast fashion, it much deeper than that; a fundamental rethinking is needed, as companies have been learning new lessons on aspects of consumer engagement, sentiment, supply chain disruptions and social responsibility," says Milhim in the June 2020 edition of Fibre2Fashion.

"Yet, personalised fashion can serve other purposes considering that consumers are becoming more experiential. I think we are experiencing a shift in the interlinked relations between technology, personalisation and experience. The focus is the consumers again, but this time planning a strong role in personalising their own experiences through engaging with smart technologies provided by the brands," he adds.

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Fibre2Fashion News Desk (RKS)