Exploring the Affective Quality of Virtual Fashion Design in the Metaverse Era

The Metaverse era has revolutionized the intersection of technology and fashion, positioning virtual fashion as a transformative medium for self-expression and user engagement. Beyond creativity, virtual fashion fosters emotional resonance through core design elements, influencing user engagement, aesthetic satisfaction, and a sense of belonging. While prior research has addressed the functional and strategic dimensions of virtual fashion, limited studies have explored its emotional impact. This study investigates how affective qualities of virtual fashion design shape emotional resonance, using user surveys, emotional response analysis, and case studies of leading brands. Findings identify key affective qualities such as ‘dynamic,’ ‘elegant,’ and ‘modern,’ revealing that color and visual texture play a dominant role in shaping emotional responses, while shape has a comparatively lesser impact. Providing theoretical insights and practical implications, this study highlights the essential role of affective quality in virtual fashion design for enhancing self-expression and engagement within the Metaverse fashion market. While offering valuable insights, it underscores the need for further exploration across diverse consumer demographics and cultural contexts. Future research should broaden these perspectives to ensure that virtual fashion evolves as an emotionally compelling, user-centered medium in the digital fashion economy.