In this paper, the authors theorize and investigate empirically how the emerging technological developments of virtual reality convey the potential to augment future experiences of fashion consumption. This study is informed by previous studies that have discussed the role of fashion discourses and technology consumption within consumer experiences. Using the ZMET technique, the authors conducted a field study that empirically explored how virtual reality augments consumer experiences of fashion shows, hereinafter referred to as virtual fashion shows (VFS). Three themes have merged from our analysis: VFS as an agent of democratization, VFS as embodied escapism, and VFS as posthuman liminality. The implications of these findings for fashion consumer research and practice are discussed at the end.

• Jaesuk Jung(Yonsei University, Republic of Korea)
• Jihye Yu(Yonsei University, Republic of Korea)
• Yuri Seo(Auckland University, New Zealand)
• Eunju Ko(Yonsei University, Republic of Korea) Corresponding author