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Fashion Forward: Voice insights on innovations needed in the fashion industry.
Photograph by Matt Botsford on Unsplash

September 2023 – George Lee

Theme: Clothing

Fashion Forward:
Voice insights on innovations needed in the fashion industry.

To gain insights into what consumers truly want and need from the world of fashion, This Curious Life turned to our Voice® community. We asked them about the innovations and improvements they would like to see in the fashion industry to enhance their clothing and style experiences throughout their life. These insights not only shed light on consumer desires but also show where we should be innovating to drive the fashion industry forward, aligning it with the evolving needs and desires of fashion-conscious individuals of all ages.  

Voice® is a global community where every one of us has a vital role. Voice is a community of people from all walks of life, different ages, and backgrounds. Everyone has life experiences worth sharing. We asked Voice, What new innovations or improvements would you like to see in the world of fashion to enhance your clothing and style experience?” These are 8 of the areas where our community wanted to see innovation.  

Buy Less, Choose well, make it last made up scrabble letters

Photograph by Edward Howell on Unsplash

1. Sustainable and ethical Fashion. 

Sustainability was a recurring theme, reflecting a growing awareness of the environmental impact of the fashion industry. Voice members called for more sustainable practices, including the use of recycled materials, longer-lasting clothing, and local sourcing of materials. Clear labelling that shows the environmental journey of each item was also a key demand. Transparency in the fashion supply chain was a priority. Voice members want to know where their clothing was made and where the materials were sourced, empowering them to make ethical choices.  In the spirit of sustainability, Voice members expressed a desire for more recycling options and clothing swaps, as well as greater access to pre-loved items. 


"I want my clothes to be as sustainable as possible, with as low a carbon footprint as possible. I also want them to be made without exploitation," Voice member.

A computer open with online shopping shown

Photograph by Charles Deluvio on Unsplash

2. Improved online shopping. 

Online shopping experiences were under scrutiny. Voice members called for online tailoring services and accurate representations of how clothing would look on different body types using 3D AI models. Voice members showed interest in integrating technology, like augmented reality (AR), into the fashion shopping experience to provide more personalised recommendations and virtual try-ons. This was one of the most prominent themes that emerged from our Voice community, the desire for virtual try-on technology. Voice members expressed a strong interest in being able to input their body dimensions and use AI-powered platforms to visualise how clothing would look on them before making a purchase. This technology would revolutionise online shopping, offering a more personalised and confident experience.  


"Is there a way of entering your body dimensions and using AI to see what the clothes would look like on?" Voice member


Photography by Marcus Spiske on Unsplash

3. Clothes tailored to body shape. 

Voice members emphasised the need for style advice tailored to their body shapes and how clothes could be adapted as their body shape changed. They want fashion platforms to provide guidance on clothing choices that flatter different body types, acknowledging that one-size-fits-all fashion advice simply doesn’t work in today’s diverse world. 

Voice members expressed a strong desire for customisable clothing that can adapt to changing body shapes or personal preferences. The idea of clothing items that can change sleeve lengths or accommodate shifting foot shapes resonated with our Voice community. 

"I would like to see tops that include add on such as sleeves or skirts that can be adjusted in length more easily." Voice member

Photograph by Zachary Kyra on Unsplash

4. Models of all ages.

Some of our Voice members felt  that diversity and inclusivity are gaining ground. However, a significant portion remains on the fence, disinterested in trends or feeling like little has changed. Some attribute this to algorithms tailoring their social media feeds away from fashion, while other Voice members noted that industries targeting older demographics continue to showcase slim models. There was a call for deeper diversity within the fashion industries push for inclusivity.

"Much of the media is still very much focused on young, slim, glamorous and beautiful - with the emphasis on young," Voice member   

Piles of Clothes

Photography by Francois le Nguyen on Unsplash

5. Quality over quantity. 

A recurring sentiment was the preference for high-quality, durable clothing over fast fashion, emphasising the importance of investing in pieces that last. 

"I value good quality clothing over anything else. I look for value for money in my clothing and I don’t mind spending more for good quality clothing," Voice member 

Mannequin with hands holding a type writer

6. Improved sizing. 

Frustration with inconsistent sizing standards across stores was a common theme. Voice members called for more reliable sizing and consistency in measurements. 

"Clothes that actually fit properly, and the sizing is more accurate, make a size 8 true and not a size that sounds great but is actually a size 10," Voice member

A pair of comfortable shoes

Mahabi shoes on Unsplash


Inclusivity was a resounding call, with Voice members demanding fashion that is not age-specific and more options for those with mobility issues or disabilities. They urged the fashion industry to move away from traditional gender-specific clothing, especially for children, promoting a more inclusive approach. 

Accessibility in fashion, including clothing for people with disabilities and ease of putting on clothes for those with mobility issues, was emphasised as a critical aspect of inclusivity. 


"I don't have any mobility issues but I have had family members who have and they shouldn't have to look for specialist shops to buy clothes," Voice member

Woman in a wheelchair

Photography by Zachary Kyra Derksen on Unsplash

In summary, our Voice community has spoken, and their insights paint a clear picture of what consumers desire in the world of fashionSustainability, inclusivity, customisation, transparency, and technology integration, all while emphasising the importance of comfort and quality. As the fashion industry continues to evolve, it would do well to take notice of these valuable insights so they can better cater to the needs and aspirations of  their customers of all ages.

More Information

About Voice®

Voice® is a global community where every one of us has a vital role. We are a community of people from all walks of life, different ages, and backgrounds. Everyone has life experiences worth sharing. And we want to hear yours.  

Our aim is to find ways to improve our well-being and longevity and shape a brighter and longer future for generations to come. We believe we should all be given a voice in creating a new map for our lives in a world where we are living longer.  

The Voice community is the driving force at the heart of the National Innovation Centre for Ageing looking at every aspect of our lives as we grow older — where we live, learn, work, exercise, shop, eat, travel, the clothes we wear, and how we have fun and love 

We work together with organisations like the United Nations (UN) and the World Health Organisation  (WHO), global leaders like Pfizer, Jaguar and Procter & Gamble as well as pioneering startup businesses. We also partner with leading universities like Imperial, UCL and Stanford.  

As a Voice member you will have hundreds of opportunities and ways to get involved to bring about significant changes and shape a brighter and longer future for you and future generations.  

You can find out more information and ways to join Voice here.