From Interpretation to Immersion: XR and the Transformation of Fashion Heritage Storytelling

Brand heritage is a fundamental element in shaping fashion brands’ identity, encapsulating narratives of craftsmanship, culture, and legacy. With the rise of Extended Reality (XR) technologies, new opportunities emerge for preserving and communicating these narratives, redefining how brands engage with their audiences. This study explores how XR enhances fashion heritage storytelling by facilitating interactive and immersive experiences beyond traditional archival and marketing approaches. Grounded in Riviezzo definition of brand heritage activities and Mosca’s heritage factors for brands’ storytelling techniques, the research examines XR applications across five key dimensions: (1) historical evolution, (2) influential figures, (3) craftsmanship techniques, (4) reissues of iconic products, and (5) architectural spaces emblematic of brand identity. Through case studies, the paper demonstrates how XR transforms storytelling into storyliving, fostering deeper audience engagement with historical garments, artisanal techniques, and brand histories. Additionally, it envisions future scenarios where XR and AI-driven personalisation expand the possibilities of brand heritage, integrating multisensory interactivity and user-driven narratives. Positioning XR as an instrument that crosses between tradition and innovation, this study contributes to discussions on the phygital transformation of fashion, offering insights into experiential approaches to brand heritage preservation and engagement.